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Course content

The MSc International Events Marketing welcomes students new to marketing and events and those with some events and marketing experience who wish to specialise or broaden their expertise. Working closely with our Research Centre for International Tourism and Events Management, you will explore recent research and the challenges within the sector to help develop your potential to become a leader within the events sector.

You will gain a strong foundation in marketing theory and practice and its relevance and application within an events context. With live case-studies, simulations and skills workshops we encourage an innovative and creative approach to your learning.

We place emphasis on theory and practice and the development of core employability skills. You can choose the sandwich mode, which gives you the opportunity to apply for one year’s paid supervised work experience in a marketing role. 

You will gain a wealth of knowledge in events marketing including:

  • the core principles of events marketing
  • contemporary issues, challenges and research in the events sector
  • customer behaviours and expectations, and the variety of channels used to interact with customers, thereby developing a customer-centric stance
  • analysing marketing data
  • devising marketing strategy for global brands and organisations
  • developing the decision-making skills and rationale to devise marketing plans and communications.

Course structure

You will study eight compulsory modules including a module which helps develop your professional and academic skills.

You choose either a Dissertation or Client Project. If you choose sandwich mode you apply for a one year of paid supervised work experience in a events marketing role. 

If you start in September and take the work placement, the course lasts two years. If you do not take the work placement the course lasts one year. 

Compulsory Modules   

  • Principles of International Events Marketing
  • Contemporary Issues in Events Management
  • Understanding Customer Behaviour
  • Professional and Academic Development 
  • Research Methods for Events and Marketing
  • Digital Marketing and Analytics
  • Global Marketing Strategy
  • Customer Insight and Engagement

You may choose:

  • Dissertation
  • Client Project 
  • Events Practice (sandwich mode - work placement module)

Teaching and learning

Much of the teaching on the course takes the form of interactive workshops, but there are also lectures from staff and visiting speakers. Lectures, discussions, role-play exercises, simulations and seminars are linked with selected case studies and assessments to strengthen your practical analysis and decision-making skills. You will develop your skills in working as part of a team through structured group assignments and online group-based marketing simulation.

You will gain practical experience and put your knowledge of events marketing approaches and theory into practice during live research projects for an organisation. Teaching staff at the Business School are engaged in academic research and/or come from an industry background with in-depth practical experience of business and management issues. Researchers within the Centre for International Tourism and Events Management Research or investigating contemporary issues related to the sector, which are shared through our teaching. Visiting speakers from the world of business, consultancies and research bodies augment the programme through leading edge discussions and specialist events.

Approach to assessment

Assessment methods have been designed to support the teaching and learning process, and where possible provide a vehicle for learning rather than an assessment of learning. For example, participation within the design, planning, delivery and post-event evaluation of a real event provide opportunities to learn and apply theory and event management tools. The Dissertation and Client Project are self-managed activities organised by students, and supported by a tutor in the role of Supervisor who will provide regular feedback on progress. For the Work Placement Project module, a Supervisor will similarly be allocated and provide a central point of academic support for you during the length of the project. The placement project itself is secured by you and organised jointly between the Faculty of Business and the supporting organisation. Initial information and guidance will be provided during Professional and Academic Development for Marketers and Event Managers.

Within the remaining modules you are assessed in a number of ways, including individual and group reports and presentations, portfolios, reflective statements, and open briefs that encourage individual creativity. While you are encouraged to work in teams to enhance your own and collective learning, group work is only summatively assessed in two compulsory modules. This means that you can develop your skills as much as possible prior to assessment, and are rewarded more frequently for their own contributions and individual performance. All assessment aligns with the University’s Assessment Compact. Students are provided with a draft assessment schedule at the beginning of their programme and a confirmed assessment schedule at the beginning of each semester.

The programme intentionally has a strong focus on coursework. This is for two main reasons:

  • Because of the applied nature of the programme you learn to practice and become confident in creating common types of business communication methods and outputs.
  • To ensure you have a focussed and narrow range of assessment formats. This helps you improve upon your assessment technique and develop confidence as you become more skilled and learn from each assessment.

The programme team provides a learning environment where you feel supported, prepared and confident to readily participate in the learning process. You will be actively involved with, and contribute to, your own learning through structured and creative activities, and discussions led by tutors and fellow students. We will focus on an applied approach to resolving environmental, managerial and individual events marketing issues which are informed by theoretical models and acquired practiced. Assessment is central to learning and is seen as a fundamental and integral part of programme design, and one that is intended to shape and develop learning.


Visit the MSc International Events Marketing page on the Oxford Brookes University website for more details!

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