Bournemouth University

Bournemouth University

Events Marketing

This course focuses on events marketing, defined as the use of events for marketing purposes; 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; in this course you will 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/hybrid events; all aspects of marketing communications are discussed to enable you to prepare an integrated events marketing communications plan; you will start the course by developing a sound understanding of management principles as well as of the events industry; you will understand the strategic, finance and organisational context in which organisations operate in order to 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 the discipline of marketing and the migration towards the integrated management of the marketing communications aspect of the marketing mix; as an academically driven course, you will learn to critically evaluate a range of theories and models relevant to events marketing; the course has strong links with industry through applied case studies and practitioners� guest lectures.

Entry requirements

An Honours degree is normally required - 2:2 or above, or equivalent; applicants are encouraged to provide details of relevant work experience; relevant subjects: all subjects considered.

Course modules

Core modules: Managing organisations; business strategy and finance; event marketing communication; events principles and practice; contemporary events marketing; dissertation. Optional modules: Conference tourism; entrepreneurship; fashion retailing; food and drink; mobile communication and mobile marketing; sport tourism; placement.


Qualification Study mode Fee Course duration
MSc Sandwich including industrial placement - 2 years
MSc Part-time £ 7,000 per Whole course (home fees) 2 years
MSc Part-time £ 13,000 per Whole course (overseas fees) 2 years
MSc Part-time £ 7,000 per Whole course (EU fees) 2 years
MSc Full-time £ 7,000 per Academic year (home fees) 12 months
MSc Full-time £ 13,000 per Academic year (overseas fees) 12 months
MSc Full-time £ 7,000 per Academic year (EU fees) 12 months

Campus details

Campus name Town Postcode Region Main campus Campus Partner
Talbot Campus Poole BH12 5BB South West

Key information

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