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    Faculty of Management Logo
  • Study Type

    Full time & Part time available

  • Subject Areas

    Business & Management

  • Start Date

    September, January

  • Course Duration

    See website for details

  • Course Type


  • Course Fees

    For information on course fees, please visit our website.

  • Last Updated

    06 August 2019

This course focuses on events marketing, defined as the use of events for marketing purposes – and, as a conversion course, it is ideal for graduates who would like to change subjects or career direction.

In a competitive marketing environment, organisations are now marketing through events, whereby events are used as an integral part of the marketing communications mix. The event is not the end itself, but a means to achieve a product’s or brand’s marketing objectives. Events marketing is, thus, part of the experiential marketing domain, defined as the strategy of achieving marketing objectives through personal experiences which allow customers to engage and interact with brands, products, and services.

You’ll learn about the most recent developments in a range of critical areas of events marketing such as sponsorship/branding, new media campaigns (guerrilla and ambush), PR stunts and virtual events. All aspects of marketing communications are discussed to enable you to prepare an integrated events marketing communications plan.

You’ll start the course by developing a sound understanding of management principles and the events industry – to understand the strategic, financial and organisational context in which organisations operate. This will help you come up with events marketing solutions that satisfy the organisation’s marketing communication briefs.

A number of specialist knowledge areas are covered, including a comprehensive overview of marketing and the migration towards the integrated management of marketing communications. As an academically driven course, you’ll learn to evaluate a range of theories and models for events marketing.

The practical element of this course focuses on the application of theories and models to event examples. If you undertake the optional 30-week placement, you could enhance this further.

Core units

  • Contemporary Issues in Events Management: You’ll learn to develop an understanding of the contemporary issues affecting the events management industry. Students will be equipped with the skills and knowledge to critically evaluate a range of current management issues and how they affect the events industry.
  • Organisation, Strategy & Finance: You will learn about the foundations of strategic analysis and choices that tie into an organisation’s business decisions. This includes private, public and third sectors. You’ll study the corporate finance sources of organisations, reporting and interpreting financial data. This will help you understand the dynamics of the events and leisure sector.
  • Bidding for & Managing International Events: You will learn to critically evaluate and apply management theories and techniques to the effective organisation of and bidding for international events. In this way the unit facilitates preparation for and support careers operating in international events and markets.
  • Event Marketing & Digital Communication: Marketing and digital communications are central to all marketing activity and represents the most visible aspect of the marketing plan. You will explore the strategic application of traditional marketing activity through the context of event marketing. The combination of acquiring knowledge of traditional marketing methods and developing a deeper understanding of digital marketing will enable you to develop a fully integrated marketing plan.
  • Contemporary Events Marketing: You will be introduced to all forms of contemporary marketing focusing on the consumer experience and will include; experiential marketing, guerrilla and ambush marketing, sponsorship, co-creation and altered reality marketing, which all allow the brand to come alive for consumers through an experiential events context. The connection between brand and consumer should be formed by personally relevant experiences which are creative, memorable and interactive which evoke an emotional connection between the two.
  • Study skills will be taught as a non-assessed unit: You will learn how to collect, analyse, interpret and present both qualitative and quantitative data. You will be able to understand the nature of research, and its associated ethics which will provide essential underpinning for your research project
  • Dissertation: An opportunity to study a subject in-depth, showing your understanding of it. The dissertation is the conclusion of your learning experience, where you'll carry out a research project. You'll use appropriate research methodology to collect and analyse data and present your findings. Your dissertation will be 15,000 words, and you'll be taught about research methods.


An exciting and valuable part of your studies with us is the opportunity to gain valuable experience through full-time paid industrial placements, for a minimum of 30 weeks. You will have the option to start your placement when the taught units of the course are finished, before you start your dissertation.


This course will provide you with a comprehensive overview of marketing and as an academically driven course; you will learn to critically evaluate a range of theories and models for events marketing.

Graduates from this course are now working worldwide in companies such as Diageo in Norway, Piagio in Vietnam and Scholz & Friends in Switzerland.

As an Events Marketing graduate, you will be prepared to undertake roles such as:

  • Marketing Executive
  • Market Researcher
  • Media Planner
  • Event Organiser
  • Sales Promotion Account Executive.

Visit the MSc Events Marketing page on the Bournemouth University website for more details!




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