International Events Management MSc | Coventry Un...

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International Events Management MSc 2019/20 entry

Course code:


Study options:

1 year full-time



Coventry University


September 2019



2019/20 fees - TBC
2018/19 fees - £10,650

Find out more


Get in touch

For questions regarding study and admissions please contact us:

+44 (0) 24 7765 4321


Forecast to grow to over £48 billion by 2020 in this country alone, the event industry is one of the fastest growing service sectors in both the UK and internationally. Businesses are investing more in events to get closer to their customers, increasing the demand for well-qualified events managers.

Our Master’s degree aims to provide specialist training and an in-depth knowledge of the event industry and full event management cycle for those who currently or seeking to work in this dynamic and exciting industry.

As members of the Association of Event Management Education (AEME) and EuroCHRIE, the Tourism and Hospitality Educators, we follow industry trends closely. You will have the opportunity to examine actual business case studies, gain hands-on experience of managing real-life events and hear from industry speakers. You can further enhance your employability by undertaking a company internship, which led past students to work for various event venues and organisations such as Compass at the Ricoh Arena, Festival de Rocamadour.

Why Coventry University?

An award-winning university, we are committed to providing our students with the best possible experience. We continue to invest in both our facilities and our innovative approach to education. Our students benefit from industry-relevant teaching, and resources and support designed to help them succeed. These range from our modern library and computing facilities to dedicated careers advice and our impressive Students’ Union activities.

Global ready

An international outlook, with global opportunities


Career-ready graduates, with the skills to succeed

Student experience

All the support you need, in a top student city

Accreditation and Professional Recognition

This course is accredited and recognised by the following bodies:

Association of Event Management Education (AEME)

European Foundation for Management Development (EFMD)

Chartered Association of Business Schools (CABS)

Course information

Combining the study of events with management theory, a major feature of this degree is the chance to experience first-hand how events are run. You will not only work with experienced and reputable event managers and event venues, but also be assessed in planning and running your own events.

You’ll have the opportunity to examine the structure, operation and organisation of the event industry within private, public and not-for-profit sectors, learning how to apply business principles, such financial and strategic management to the solution of event management problems. You’ll also study the concepts, characteristics and operations of events and festivals, particularly from a commercial perspective.

As the course progresses, optional modules enable you to study specialist topics, such as events sustainability and events operations management. We will examine the ways in which human resource management can improve operational effectiveness and efficiency, as well as the specific issues arising from managing volunteers. We will introduce you to the latest theory and practice in the fields of leadership, flexibility and change management.

The culmination of your Master's course will be either a dissertation or management Consultancy Project that will provide you with the opportunity to undertake a workplace project on behalf of an organisation.

Course Specification
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  • Semester 1

    • Human Resource Management in Events
    • Event Planning and Strategic Management
    • Event Design and Applied Technology
    • Understanding the Event Industry: varieties, international dimensions and contemporary issues
  • Semester 2

    • Event Risk Management and Legislation
    • Event Sustainability and CSR
    • Event Marketing, PR, Sponsorship and Fundraising
    • Professional Development - Consultancy
  • Semester 3

    • Postgraduate Dissertation or
    •  Consultancy Project

We regularly review our course content, to make it relevant and current for the benefit of our students. For these reasons, course modules may be updated.

In more detail...

  • Strong educational partnership with Eventsforce providing access to specialist event management software.
  • With over 5,000 students, Coventry Business School is one of the largest in Europe, rated as ‘excellent’ by Eduniversal.
  • Ranked 18th best in the UK for ‘Business, Management and Marketing’ in the UK in the Guardian University Guide 2019.
  • We are members of and currently seeking accreditation for this course from the Association of Event Management Educators (AEME).
  • Taught by staff recognised nationally and internationally in their respective fields of specialism, who have published in Event Management and European Sport Management Quarterly, to name but a few.
  • We are ranked as the UK’s top modern university by the Guardian 2019 and top new university by the Complete University Guides 2019, and received a Gold rating for Teaching Excellence by the Teaching Excellence Framework (TEF).
  • Experienced teaching staff, with mix of academic and industry experience, including staff who have worked as operations managers in conference venues and luxury hotels, sports marketing companies and managing sport venues, as well as an AEME committee member.
  • Access to a range of industry visits and fieldtrips, which has previously included visits to well-known event venues and talks from events professionals at the Echo Arena, Cavern Club and St. Georges Hall in Liverpool, Ricoh Arena in Coventry, and Aviva Stadium and Croke Park in Dublin (additional costs may apply).

Links with local, national and international event management companies, such as Fargo and N200, providing opportunities to work with experienced and reputable event managers and event venues.

Your main study themes are:

  • Event planning: Provides a rigorous framework of knowledge and understanding concerning the key aspects and processes of planning an event. We focus on the preliminary phase of an event, from event design to the recruitment of volunteers. 

  • International event perspectives: Aims to extend the event management framework of knowledge and understanding into a wider field to encompass international issues and cultural impacts of a variety of festivals and events, past, present and future. We will critically evaluate the specific issues arising from diversifying a national event to become an international event either by touring or as a response to a changing global market.

  • Event operations management: We cover the core principles and practices of management, but in the context of organising events. You should gain a solid understanding of strategy, human resource management (HRM), economics and finance, all critically important when managing professional events. 

  • Marketing and sponsorship: Provides a solid grounding in the unique nature of marketing for sport and events. You will be encouraged to think strategically about marketing. We also examine how sponsorship plays an important role in the management of sport and events.

The course can be studied full-time over one year or part-time over two years, starting in September.

Teaching and learning is delivered through a mix of classroom and lab-based activity with a series of lectures, associated seminars, practical workshop classes and personal tutorials.

We adopt a thematic interdisciplinary approach to teaching event management, which successfully combines complementary skills and practical experience. You’ll have the opportunity to research event management literature and interact with national and international industry-insiders, while also being encouraged to investigate, analyse and critically discuss contemporary issues related to events and its road for a successful management.

The teaching team has, between them, many years of industry experience in corporate events and hospitality. They will draw on this experience for case material and cover contemporary topics, such as corporate sponsorship, communication strategies, or the effect of events on the environment.

These courses are regularly reviewed and updated to reflect new developments and the requirements of the profession, needs of industry and government legislation.

We regularly invite experts currently working in the event industry to talk to you about their experiences, thus providing an excellent opportunity to network with potential future employers. In the past, we have benefited from talks from experts at the Royal Opera House, Motofest Events, British Chamber of Commerce, St. George’s Park, The Football Foundation, European Club Association, Manchester City FC and British Wheelchair Basketball. We also have a guest lecture week to promote networking with industry insiders, and we offer a range of national and international field trips, past examples include trips to Liverpool FC and Cricket Club, the Visions du Réel film festival in Nyon, Switzerland, the International Olympic Committee and the Swiss Tech Convention Centre – which provide exposure to industry and develop your intercultural competencies.

Your academic personal tutor (APT) will review and discuss your progress with you and will be available for advice throughout your time on the course.

This course will be assessed using a variety of methods which will could vary depending upon the module. Assessment methods include formal examinations and coursework.

The Coventry University Group assessment strategy ensures that our courses are fairly assessed and allows us to monitor student progression towards the achieving the intended learning outcomes. Assessments may include exams, individual assignments or group work elements.

On completion, you should have knowledge of:

  • The specific organisational challenges and governance issues of various types of event organisations.
  • The economic and legal context of managing events businesses.
  • The operations management of facilities, stadia and events.
  • The various business models of event organisations and their financial implications.
  • The specificities of marketing in event.
  • The management of people, including volunteers and performers, in events organisations.
  • Advanced management theories and the application of key concepts in an events business context

On completion, you should be able to:

  • Design and conduct research in events business management contexts using appropriate quantitative and/or qualitative methodologies.
  • Critically assess the business and economic environment of event industry/sectors and make practical judgments in the application of relevant core management principles.
  • Extract, interpret and synthesise relevant event management data and develop reasoned conclusions.
  • Evaluate event management strategies and policies within the context of practical organisational management skills and knowledge.
  • Evaluate within a conceptual framework current research in Event management.
  • Investigate and apply knowledge which supports decision making in managing an events business.
  • Develop events business strategies and policies that relate to the issues of event business management.

There will be approximately up to 14 hours of formal teaching per week, with the rest of the time allocated to study directed by academic staff, and self-directed study and research.

On the taught modules, the teaching and learning is split evenly between lectures (in larger groups) and seminars and workshops (in smaller groups).

The dissertation includes an intensive research methods course (lectures and seminars), followed by one-to-one tutorial with a research supervisor.

In addition, you will be expected to undertake an additional 20 hours of self-directed study each week e.g. on further reading or working on coursework.

Students are encouraged to contextualise their study in a broad cultural context throughout. You will have the opportunity to gain international experience in multiple ways, not least through the multicultural environment fostered by staff and students. We have an increasing number of international students on the course year-on-year, enabling you to engage with a diverse range of nationalities and increase your intercultural competence, which is vital for working with a mixed nationality workforce and clientele.

Several staff are engaged in Erasmus staff mobility programmes, with trips to Cyprus, Norway, the Netherlands, Germany and France amongst many carried out each year.  International case studies, guest speakers and themes are included in all modules at all levels and form a central part of the delivery to our students.

Global ready

Did you know we help more students travel internationally than any other UK university according to data from the experts in higher education data and analysis, HESA?

In 2016/17, we were able to provide a total of 3,482 student experiences abroad that lasted at least five days.

Much of this travel is made possible through our Global Leaders Programme, which enables students to prepare for the challenges of the global employment market, as well as strengthening and developing their broader personal and professional skills.

Explore our international experiences

1st for

international experiences

Sending more students overseas than any other UK uni (HESA 2016/17)


Student experiences

The number of student trips abroad for at least 5 days in 2016/17


and counting

The number of students we’ve helped travel internationally so far


global programmes

As well as trips, we offer other opportunities like language courses

Entry Requirements

Applicants should have a good honours degree in a relevant academic discipline. Applications from candidates with relevant experience will be considered on an individual basis.

Applicants should have a good honours degree in a relevant academic discipline. Applications from candidates with relevant experience will be considered on an individual basis.

Our International Student Hub offers information on entry requirements for your country, as well as contact details for agents and representatives should you need more advice.

More detail

Applicants should have a good honours degree in a relevant academic discipline. Applications from candidates with relevant experience will be considered on an individual basis.

Our International Student Hub offers information on entry requirements for your country, as well as contact details for agents and representatives should you need more advice.

More detail

Tuition Fees

We pride ourselves on offering competitive tuition fees which we review on an annual basis and offer a wide range of scholarships to support students with their studies. Course fees are calculated on the basis of what it costs to teach each course and we aim for total financial transparency.



September 2019

2019/20 fees - TBC
2018/19 fees - £10,650 (per year)


If you're a truly outstanding undergraduate candidate we may be able to offer you a Coventry University Scholarship. Coventry University Scholarships are awarded to recognise truly exceptional sports achievement and academic excellence.



September 2019

2019/20 fees - TBC
2018/19 fees - £10,650 (per year)


For the September 2017 and January 2018 intakes, we're investing £1 million into scholarships for high achieving and enterprising students.

Our scholarships are worth up to £10,000 and every student that applies will be considered. Fulfil your potential this academic year with Coventry University!



September 2019

2019/20 fees - TBC
2018/19 fees - £15,050 (per year)


For the September 2017 and January 2018 intakes, we're investing £1 million into scholarships for high achieving and enterprising students.

Our scholarships are worth up to £10,000 and every student that applies will be considered. Fulfil your potential this academic year with Coventry University!

Career prospects

Open to graduates of any discipline, our postgraduate degree offers a global perspective of managing events to help to prepare you for management roles in event planning, promotion, delivery and sales.

Careers in event management are diverse; you can work as an event organiser, conference centre manager or event marketing executive. You can also choose to specialist in certain types of events, such as exhibitions and festivals or sporting and cultural events.

The broad set of skills you should have developed, in the areas of business, management, marketing and finance, mean you should be ideally placed to move into more general management and marketing within the private, public and voluntary sector.

You will have the support of dedicated Personal Employment Tutors, who are industry trained, and our well-established Employment Unit with an extensive network of employers with a wide range of internship possibilities. The employment unit also supports you with workshops and guidance on the various aspects of the employment process such as preparing your CV, interview practice and mock assessment centres.

Coventry University is committed to preparing you for your future career and giving you a competitive edge in the graduate job market. The University's Careers and Employability team provide a wide range of support services to help you plan and prepare for your career.

Where our graduates work

Our graduates have gone on to occupy positions in the event industry within a variety of national and international companies, including The Royal Opera House, Live Buzz Events, Ricoh Arena, Chelsea Football Club Events Team, Gordon Ramsey Events, Pandora Events, Conference Care, Virgin Media Pioneers.


By accepting your offer of a place and enrolling with us, a Student Contract will be formed between you and the University. A copy of the 19/20 Contract can be found here. The Contract details your rights and the obligations you will be bound by during your time as a student and contains the obligations that the University will owe to you. You should read the Contract before you accept an offer of a place and before you enrol at the University.

The tuition fee for the course that is stated on the webpage and in the prospectus will apply. If the duration of the course is longer than one academic year, the University may increase the fee for each subsequent year of study but any such increases will be no more than inflation.