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Festival group selfie
Undergraduate course
BA (Hons)

Event Marketing

Event Marketing

Event Marketing

This course offers the opportunity to take a ‘sandwich’ year.
International Scholarships available

Overview

Events contribute to the vitality of the country’s economy and can create a positive effect on local communities and people’s lives. Learn to plan, market and organise events that will leave a lasting impression on your audience. This dynamic course will focus on the use of marketing in events and events as a tool for marketers.

You will combine practical and strategic knowledge of event management with marketing functions, such as experiential design, consumer analytics, purchasing behaviour, strategic decision-making, market distribution, research methods and independent projects to create a branded experience that will have a lasting impact on the consumer.

In this rapidly evolving digital world, you will need the ability to respond quickly to changes within the business environment while you continue building relationships with your customers. You will analyse how social media is used in events to influence customer behaviours and to generate a buzz. You will also learn about how social marketing through events can promote pro-social causes and create positive change within communities, such as forming a greater awareness of sustainability and encouraging pro-environmental behaviours.

This course will help you to understand how critical marketing is to the success of the events sector and how events are vital to the success of other brands and causes. You will refine your skills in both these aspects of marketing, giving you the confidence to succeed after you graduate.

Your employability is at the heart of what we do, so placement opportunities and connections with industry are available throughout this course. You will have the opportunity to gain hands-on experience, helping to organise live events with potential employers and through live projects organised by the course team. You will also have access to guest lectures and a series of masterclasses hosted by visiting experts, who will give you an insight into their business success.

Your teaching will be informed by a team of marketing and events professionals who will share their expertise and help shape your learning. The course team includes Professor Emma Wood who specialises in marketing communications, social marketing and impact studies within the events sector.

You will have the opportunity to tailor your studies through a range of option modules, which feed into your course from the UK Centre for Events Management based at the university.

We understand that full-time study does not suit everyone. That’s why we offer courses which give you the opportunity to decide where, when and how you can get involved in learning. Studying a distance learning course offers the convenience and flexibility to make education work for you. Whether you’d like to fit your studies around childcare, develop your skills while working or, quite simply, want to learn from the comfort of your own home, we can help you gain a qualification at a time and pace that suits your lifestyle.

Like our students on campus, you will have the same excellent teaching and learning resources, however you’ll find these online instead of in a lecture theatre. Not only are all the modules taught online, but you will also have access to an online community and more than 140,000 books and journals in our online library.

Visit our Distance Learning Website

This course offers the opportunity to take a ‘sandwich’ year – a year of paid employment in industry which will build your skills and experience. This is usually taken between the second and third year of your degree, typically making your course four years in total.

Students who choose the sandwich route find it helps with both their studies and getting a job after graduation. It can build your confidence, contacts, and of course your CV. Leeds Beckett advertise lots of placement opportunities and provide support in helping you find the right placement for you.

Course Features

  • Placement option
  • Study abroad option
  • Industry links
  • Industry expertise
  • Site visits
  • Real-life projects
  • Access to guest lectures
  • Industry associations student membership available
  • Additional qualification opportunities
  • UK Centre for Events Management
  • 24/7 Library
  • TEF Silver Award
  • University accommodation
  • Expert careers service
School of Events Tourism & Hospitality Management Mission Statement
Play School of Events Tourism & Hospitality Management Mission Statement Video
School of Events Tourism & Hospitality Management Mission Statement
Creative Event Marketing Showcase
Play Creative Event Marketing Showcase Video
Creative Event Marketing Showcase
Professional Event Solutions Celebration
Play Professional Event Solutions Celebration Video
Professional Event Solutions Celebration

Entry Requirements

96
POINTS REQUIRED
If you're applying via UCAS, find out more about how your qualifications fit into the UCAS tariff.

UCAS Tariff Points: 96 points required. (Minimum Minimum 64 from two A Levels or equivalent, excluding General Studies).

If you're applying via UCAS, find out more about how your qualifications fit into the UCAS tariff.

GCSEs:
GCSE English Language and Maths at Grade C or above (Grade 4 for those sitting their GCSE from 2017 onwards) or equivalent. Key Skills Level 2, Functional Skills Level 2 and the Certificate in Adult Literacy/Numeracy are accepted in place of GCSEs.
Access to HE Diploma:
Pass overall with a minimum of 96 UCAS tariff points.
Scottish Awards:
Minimum of 5 subjects at Grade B at Higher Level.
Irish Leaving Certificate:
Minimum of 5 subjects at Grade C1 or above at Higher Level of which at least 3 must be at B2.

SELECTION CRITERIA:

We may use selection criteria based on your personal attributes; experience and/or commitment to the area of study. This information will be derived from your personal statement and reference and will only be used if you have met the general entry requirements.

International Baccalaureate

24 Points

IELTS:

IELTS 6.0 with no skills below 5.5, or an equivalent qualification. The University provides excellent support for any applicant who may be required to undertake additional English language courses.

ADDITIONAL ENTRY REQUIREMENTS:

Mature Applicants
Our University welcomes applications from mature applicants who demonstrate academic potential. We usually require some evidence of recent academic study, for example completion of an access course, however recent relevant work experience may also be considered. Please note that for some of our professional courses all applicants will need to meet the specified entry criteria and in these cases work experience cannot be considered in lieu. If you wish to apply through this route you should refer to our University Recognition of Prior Learning policy that is available on our website. Please note that all applicants to our University are required to meet our standard English language requirement of GCSE grade C or equivalent, variations to this will be listed on the individual course entry requirements.

UCAS Tariff Points: 96 points required. (Minimum Minimum 64 from two A Levels or equivalent, excluding General Studies).

If you're applying via UCAS, find out more about how your qualifications fit into the UCAS tariff.

GCSEs:
GCSE English Language and Maths at Grade C or above (Grade 4 for those sitting their GCSE from 2017 onwards) or equivalent. Key Skills Level 2, Functional Skills Level 2 and the Certificate in Adult Literacy/Numeracy are accepted in place of GCSEs.
Access to HE Diploma:
Pass overall with a minimum of 96 UCAS tariff points.
Scottish Awards:
Minimum of 5 subjects at Grade B at Higher Level.
Irish Leaving Certificate:
Minimum of 5 subjects at Grade C1 or above at Higher Level of which at least 3 must be at B2.

SELECTION CRITERIA:

We may use selection criteria based on your personal attributes; experience and/or commitment to the area of study. This information will be derived from your personal statement and reference and will only be used if you have met the general entry requirements.

International Baccalaureate

24 Points

IELTS:

IELTS 6.0 with no skills below 5.5, or an equivalent qualification. The University provides excellent support for any applicant who may be required to undertake additional English language courses.

ADDITIONAL ENTRY REQUIREMENTS:

Verify your qualifications
If you are an international student, we can help you to compare and verify your qualifications. Please contact our International Office on +44 (0)113 812 1111 09.00 to 17.00 Mon-Thurs / 09.00 to 16.30 Fri GMT or email internationaloffice@leedsbeckett.ac.uk.
Need to improve your English Language skills?
Don't worry if you don't have the level of English required for your chosen course. We offer a wide range of courses which have been designed to help you to improve your qualifications and English language ability, most of which are accredited by the British Council. Check your English and find out more about our English courses.
More questions?
No matter what your questions, we are here to answer them, visit our International website to get more information and find out about our online open days.

Careers

Leeds Beckett University Careers

Careers

Teaching and learning

 
Download 2020/21 Course Spec Download
Overall workload
Clock icon
288 hours Teaching and learning Typically, this will include lectures, seminars, tutorials, supervised studio time or laboratory time and one-to-one meetings with your personal tutor.
Clock icon
912 hours Independent study This is the time outside your timetabled hours when you will be expected to continue learning independently. Typically, this will involve reading, research, completing assignments, preparing presentations and exam revision.
Assessment proportions

Year one is assessed predominantly by coursework, with some practical assessments.

Core Modules

Investigate how events are conceived, designed, controlled, delivered and evaluated, through a range of theoretical event planning models and event theories.

Examine the development of the events industry, looking closely at the past, present and future of the industry. You will explore the societal factors that have influenced the development of the events industry and, conversely, how events have also shaped society.

Develop creative and critical approaches to the application of marketing and branding principles within the event marketing environment.

Learn how to identify target audiences and communicate the benefits of the event to them effectively. You will use live event case studies to critique marketing communications strategies and tactics and develop knowledge and skills on how to integrate marketing tools in the business to business and consumer events environment.

This module provides a basis for understanding consumer and organisational behaviour in relation to event consumption, drawing upon theories developed within consumer psychology, sociology and social psychology.

Embark on a year-long programme of professional, career, academic, and personal development within the context of all sectors of the events industry. You will engage in the planning and delivery of real events both within the university and in industry.

Overall workload
Clock icon
288 hours Teaching and learning Typically, this will include lectures, seminars, tutorials, supervised studio time or laboratory time and one-to-one meetings with your personal tutor.
Clock icon
912 hours Independent study This is the time outside your timetabled hours when you will be expected to continue learning independently. Typically, this will involve reading, research, completing assignments, preparing presentations and exam revision.
Assessment proportions

Year two is assessed predominantly by coursework, with some practical assessments and examinations.

Core Modules

Develop your understanding of the requirements of law that relate to the production and management of events. You will review English and International Law and the legal processes which impact on event management.

Apply reflective theoretical concepts in a practical setting by producing and evaluating a client based live event.

Develop a critical, creative and practical approach to the use of social media communication to engage stakeholders and promote events.

Gain an understanding of the fundamental principles of marketing research and its application in event management. You will build the necessary tools and techniques to source and use existing data and be able to determine creatively when primary data is required for event marketing decision making.

This module provides an introduction to a variety of theories applied to career planning and enables you to compete in an increasingly complex and competitive global landscape.

Option modules may include:

Identify how current trends have developed in festivals and what the future of festivals will look like as a result. You will understand not just cultural drivers but also how the business and organisational aspects of festival management influence what is delivered.

Develop an understanding of the corporate events sector. You will learn concepts and tools to effective plan and run corporate events, and be required to respond to a client brief and develop a corporate event pitch that includes exploring site destinations, transportation, programme planning, food and beverage provision, venue layouts, facilities and technology.

Addressing specific types of event throughout the life cycle, such as weddings, celebrations of birth, initiation and death, you will have the opportunity to consider critically the associated rituals found in a variety of religious, ethnic, political, geographical and national contexts. You will study the origins and impacts of such events on society, as well as their basis in and contribution to the global events industry.

Consider your own roles as entrepreneurial individuals within organisations as well as managing your own event enterprises. You will evaluate the contribution that enterprise can make to both successful events and successful businesses.

Define, critique and contextualise public relations and corporate communications within the parameters of the modern events industry. Ultimately you will gain an understanding of the significance of achieving positive outcomes with a range of key stakeholder publics.

Develop your student skills and knowledge in crowd, spectator and attendee safety and security, and address VIP, Dignitary and Artiste safety and security and the legal framework within which these issues operate.

Gain an understanding of the cultural influence of the mass media on sports events. You will engage critically with different explanations of mass media in contemporary societies, and explore theories of the mass media as you analyse the role of the mass media in the delivery of sports events.

This course offers the opportunity to take a ‘sandwich’ year – a year of paid employment in industry which will build your skills and experience. This is usually taken between the second and third year of your degree, typically making your course four years in total.

Students who choose the sandwich route find it helps with both their studies and getting a job after graduation. It can build your confidence, contacts, and of course your CV. Leeds Beckett advertise lots of placement opportunities and provide support in helping you find the right placement for you.

Overall workload
Clock icon
288 hours Teaching and learning Typically, this will include lectures, seminars, tutorials, supervised studio time or laboratory time and one-to-one meetings with your personal tutor.
Clock icon
912 hours Independent study This is the time outside your timetabled hours when you will be expected to continue learning independently. Typically, this will involve reading, research, completing assignments, preparing presentations and exam revision.
Assessment proportions

Year three is assessed predominantly by coursework, with some practical assessments and examinations.

Core Modules

Develop a critical and creative approach to the use of events within social marketing interventions. This module considers a broad ethical view on marketing interventions that make a positive change to society.

Study events as experiential products (eliciting emotional responses and connections with those who attend them) and events as experiential communication tools (creating long lasting and meaningful connections with products, brands and causes).

Take an integrated view of the internal and external factors that impact upon event organisations. You will research the strengths, weaknesses, opportunities and threats of an event company and apply your analysis to the creation of future strategic choices.

Gain the ability to initiate, plan, research, sustain and evaluate an extended piece of independent intellectual work based on individual initiative.

Option modules may include:

Gain the knowledge, theory and high-level skills to understand the issues of risk management at major events. You will also look at the psychology and management of crowds at major events, and apply this knowledge and understanding strategically to the solution of real event problems.

Undertake the planning of the production of a live business event. You will develop and test your teamwork and presentation skills by a professionally structured and presented pitch of an event concept to a potential funding provider.

Advance your knowledge and management skills in negotiating with and managing a wide variety of partnerships and collaborative activities with public, private and voluntary organisations, whilst working in events.

Advance your understanding of fundraising tools and techniques required for the strategic planning and implementation of a fundraising campaign. You will gain a fundamental understanding of fundraising principles, funding bids and their application to the events industry, as well as contextualising fundraising within the political, social and ethical context.

Be challenged about preconceptions about what events are and how we approach the study of them. By placing events in a wider social and political setting we aim to support students to become more conscious of what events mean to that setting, and how that setting impacts our understanding of events.

Develop a critical appreciation of the role of policy and politics in planning for, implementing and evaluating sports events.

Develop your understanding of the strategic implications in relation to event sponsorship based on an ethical approach. You will study these principles in terms of brand, communications and relationship building for the sponsoring organisation as well as the financial, partnership and image implications for the event organiser.

Professor Emma Wood
Professor Emma Wood
Professor
Emma is Research Lead for the UK Centre for Events Management. She has published widely in the areas of event impact, event experience and event marketing including a recently co-edited book, The Event and Festival Experience. Her research interests are in the area of experiential marketing, in particular the role of emotion and memory. She is joint editor of the Journal of Policy Research in Tourism, Leisure and Events and she also chairs the Academy of Marketing’s Sport & Event Marketing special interest group.
Events are a powerful marketing tool creating memorable experiences and emotional attachment. The rise in event marketing and the decline of traditional marketing communications is evidence of this with many major organisations switching budgets to experiential and events.
School of Events Tourism & Hospitality Management Mission Statement
Play School of Events Tourism & Hospitality Management Mission Statement Video
School of Events Tourism & Hospitality Management Mission Statement
Creative Event Marketing Showcase
Play Creative Event Marketing Showcase Video
Creative Event Marketing Showcase
Professional Event Solutions Celebration
Play Professional Event Solutions Celebration Video
Professional Event Solutions Celebration

Fees & funding

Fees information is not available for this selection of attendance, location and start date. Please re-select.

The tuition fee for the year for students entering in 2020/21 is £9250. The amount you will pay may increase each year to take into account the effects of inflation.

Sandwich Year

Additional course costs

Tuition fees
Your tuition fees cover the cost of registration, tuition, academic supervision, assessments and examinations.
The following are also included in the cost of your course:

  • 24/7 Library and student IT support
  • Free wifi via eduroam
  • Skills workshops and resources
  • Library membership, giving access to more than 500,000 printed, multimedia and digital resources
  • Access to software, including five free copies of Microsoft Office 365 to install on your PC, laptop and MAC, and access to free high-end software via the Leeds Beckett remote app
  • Loan of high-end media equipment to support your studies

Course specific

  • Residential experience
    (Travel, accommodation and subsistence will be provided.)
  • Access to guest lecture programme

Additional costs
In many cases, costs associated with your course will be included in your course fee. However, in some cases there are ‘essential’ additional costs (those that you will be required to meet in addition to your course fee), and/or ‘optional’ additional costs (costs that are not required, but that you might choose to pay). We have included those essential or optional additional costs that relate to your course, below

Course-specific essentials

  • Placement costs 
    (Travel costs dependent on location.)
  • Field trips / site visits 
    (Cost will depend on location accessible by public transport. Anything beyond local will have travel provided.)
  • Final year academic poster
    (Approximately £16 – this will replace the cost of two spiral bound dissertations.)

Course-specific optional expenses

  • Study abroad option
    (Cost will depend on location.)
  • Event industry associations student membership
    (A range of event industry associations offer student membership fees. Costs for each association will vary.)
  • Live event module
    (You will be encouraged to plan seed events to cover event start-up costs.)
  • Replacement DBS Certificate
    (Should you need a DBS certificate for your placement and you lose your original, you will be charged £44 for a replacement.)
  • Additional qualifications
    (Opportunities may be provided for undertaking additional certifications, such as Personal Licensing or Event Safety Passport. Further opportunities may be provided to undertake additional qualifications either directly or through the Event Society / Students’ Union.)
  • Event attendance
    (Opportunities are provided to attend events beyond the curriculum. Cost will depend on location and ticket price.)

 

Other study-related expenses to consider: materials that you will need to complete your course such as books (the library stocks books from your module reading list and can order books from other locations for you if a copy isn’t available but you may wish to purchase copies for yourself); placement costs (these may include travel expenses and living costs); student visas (international students only); printing, photocopying and stationery (you will need to pay for multiple copies of your dissertation or final project to be printed and bound); events associated with your course such as field trips; study abroad opportunities (travel costs and accommodation, visas and immunisations). Other costs could include academic conferences (travel costs) and professional-body membership (where applicable). The costs you will need to cover for graduation will include gown hire and guest tickets, and optional extras such as professional photography.

You may prefer to have your own mobile phone/tablet (to access university online services) but you can book and borrow AV equipment through the media equipment service accessed online via the student hub and located in the library at each campus. Equipment includes: 360 Cameras, iPads, GoPros, MacBooks, portable data projectors, portable projection screens, flipchart stands, remote presenters, digital cameras and camcorders, SLR cameras, speakers, microphones, headphones, headsets, tripods, digital audio recorders and PC/laptops (a laptop loans service is provided on campus in social learning spaces and in the library on both campuses). Student laptops are also available from the laptop lockers located on the ground floor of the libraries.

This list is not exhaustive and costs will vary depending on the choices you make during your course. Any rental, travel or living costs are also in addition to your course fees.

The tuition fee for the year for students entering in 2020/21 is £12000. The amount you will pay is fixed at this level for each year of your course.

Sandwich Year

Additional course costs

Tuition fees
Your tuition fees cover the cost of registration, tuition, academic supervision, assessments and examinations.
The following are also included in the cost of your course:

  • 24/7 Library and student IT support
  • Free wifi via eduroam
  • Skills workshops and resources
  • Library membership, giving access to more than 500,000 printed, multimedia and digital resources
  • Access to software, including five free copies of Microsoft Office 365 to install on your PC, laptop and MAC, and access to free high-end software via the Leeds Beckett remote app
  • Loan of high-end media equipment to support your studies

Course specific

  • Residential experience
    (Travel, accommodation and subsistence will be provided.)
  • Access to guest lecture programme

Additional costs
In many cases, costs associated with your course will be included in your course fee. However, in some cases there are ‘essential’ additional costs (those that you will be required to meet in addition to your course fee), and/or ‘optional’ additional costs (costs that are not required, but that you might choose to pay). We have included those essential or optional additional costs that relate to your course, below

Course-specific essentials

  • Placement costs 
    (Travel costs dependent on location.)
  • Field trips / site visits 
    (Cost will depend on location accessible by public transport. Anything beyond local will have travel provided.)
  • Final year academic poster
    (Approximately £16 – this will replace the cost of two spiral bound dissertations.)

Course-specific optional expenses

  • Study abroad option
    (Cost will depend on location.)
  • Event industry associations student membership
    (A range of event industry associations offer student membership fees. Costs for each association will vary.)
  • Live event module
    (You will be encouraged to plan seed events to cover event start-up costs.)
  • Replacement DBS Certificate
    (Should you need a DBS certificate for your placement and you lose your original, you will be charged £44 for a replacement.)
  • Additional qualifications
    (Opportunities may be provided for undertaking additional certifications, such as Personal Licensing or Event Safety Passport. Further opportunities may be provided to undertake additional qualifications either directly or through the Event Society / Students’ Union.)
  • Event attendance
    (Opportunities are provided to attend events beyond the curriculum. Cost will depend on location and ticket price.)

 

Other study-related expenses to consider: materials that you will need to complete your course such as books (the library stocks books from your module reading list and can order books from other locations for you if a copy isn’t available but you may wish to purchase copies for yourself); placement costs (these may include travel expenses and living costs); student visas (international students only); printing, photocopying and stationery (you will need to pay for multiple copies of your dissertation or final project to be printed and bound); events associated with your course such as field trips; study abroad opportunities (travel costs and accommodation, visas and immunisations). Other costs could include academic conferences (travel costs) and professional-body membership (where applicable). The costs you will need to cover for graduation will include gown hire and guest tickets, and optional extras such as professional photography.

You may prefer to have your own mobile phone/tablet (to access university online services) but you can book and borrow AV equipment through the media equipment service accessed online via the student hub and located in the library at each campus. Equipment includes: 360 Cameras, iPads, GoPros, MacBooks, portable data projectors, portable projection screens, flipchart stands, remote presenters, digital cameras and camcorders, SLR cameras, speakers, microphones, headphones, headsets, tripods, digital audio recorders and PC/laptops (a laptop loans service is provided on campus in social learning spaces and in the library on both campuses). Student laptops are also available from the laptop lockers located on the ground floor of the libraries.

This list is not exhaustive and costs will vary depending on the choices you make during your course. Any rental, travel or living costs are also in addition to your course fees.

Facilities

  • Library
    Library

    Our Library is open 24 hours a day, seven days a week, every day of the year, providing you with access to specialist books and journals, learning spaces, computers, multimedia facilities and media equipment hire. Tens of thousands of our Library's digital resources, including ebooks, ejournals and databases, can be accessed online at a time and place to suit you.

  • Headingley Campus
    Headingley Campus

    Our historic Headingley Campus is set in 100 acres of parkland with easy access to Leeds city centre.

Location

Headingley Campus

Headingley Campus

Home to our first-rate sporting facilities – Headingley Campus has a rich and diverse history having played to visitors such as Winston Churchill and Oscar Wilde. Set in 100 acres of parkland, with easy access to Leeds city centre, many of our buildings look out onto our grassy acre – a perfect place for hanging out, playing games and catching up with friends on long summer days. Headingley Campus has modern sport science laboratories, animation and music studios and the latest computing labs, as well as one of our libraries, open 24 hours a day, seven days a week, 365 days a year.

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