Events and Experience Management MSc

Study level: Postgraduate
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The course has been designed to develop a deeper understanding of management within a broad number of events and experience industries, including the arts, heritage, music, entertainment, corporate events such as conferences and exhibitions, and many other cultural and creative businesses.

Year of entry



Coventry University (Coventry)

Study mode



1 year full-time
Up to 2 years full-time (with professional experience)

Course code


Start date

September 2024

Course overview

The course has a strong problem-based teaching approach, grounding theories and assignments in real world event and experience scenarios.

  • The course has a strong problem-based teaching approach, grounding theories and assignments in real world event and experience scenarios.
  • The course addresses the principles employed in making strategic decisions and the more immediate, dynamic operational decision making, offering insight on leading and managing within these sectors.
  • You will develop, upon successful completion, a set of highly transferable management and creative skills which should enable you to excel across international boundaries and cultures.
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Joint Top Modern University for Career Prospects

Guardian University Guide 2021 and 2022

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5 QS Stars for Teaching and Facilities

QS Stars University Ratings

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Top 5 UK Student City in England (Coventry)

QS Best Student Cities Index 2024

Why you should study this course

  • Each semester you will complete a project which allows you to adapt and focus your learning from other modules. This project should enable you to uniquely shape the direction of your studies while preparing for your final project and give you the opportunity to gain hands-on experience and deliver live event.
  • Our guest lecture week, which runs every year (subject to change) provides an opportunity for you to engage with a range of industry and academic speakers, many of whom are former students who have now established themselves as event leaders. This event, on average, has between 35-40 guest speakers participating each year. They not only share their insights into industry trends and issues but can also offer opportunities for internships or short-term work experience2.
  • You will have the option to apply for a ‘professional experience’ opportunity2, designed to further develop your skills and knowledge with the aim of maximising your employability prospects. See modules for more information.
  • Selected students will get the opportunity to take part in the NEC EventsWeek Live, with the NEC offering a 12-month mentoring programme to the best performing students2.
  • The university has links with a range of events and experience organisations such as the National Exhibition Centre (NEC) group and CBS Arena.

Accreditation and professional recognition

This course is accredited1 and recognised by the following bodies:

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Chartered Management Institute (CMI)

As part of this course, you will undertake a professional development module which is currently accredited by the Chartered Management Institute for the 2024-25 intake. Upon successful completion of this module, you will gain the CMI Level 7 Certificate in Strategic Management and Leadership Practice at no additional cost.

Coventry University’s accreditation with CMI is currently ongoing for the relevant modules and is frequently reviewed and monitored by the CMI through their quality systems.


Association of Event Management Educators (AEME)

We are current members of the Association of Event Management Educators (AEME), allowing us to keep up-to-date with current industry trends and expertise, of particular importance in the current climate. 

What you'll study

This new course has been designed to develop and prepare you for working in the varied and dynamic global event and experiential industry sectors. They are sectors which are vital economically, create numerous employment opportunities, and contribute significantly to people's quality of life. Despite the challenges of the global pandemic, it is a sector which has returned with vigour and excitement, creating extensive opportunities for established event and experiential businesses and new entrepreneurs.


  • The purpose of this module is to provide you with an overview of the breadth and depth of the events and experience industries and to discuss some of the contemporary issues in these industries. You will be encouraged to critically assess the role and function of these industries within social, cultural, economic and political contexts.


  • The purpose of this module is to provide a framework of knowledge and understanding concerning the key aspects in experience design, emotion, and audience impact. This module required you to critically explore, appreciate and understand the potential financial, cultural, and operational issues associated with creating experiences or experiential opportunities within related industries.


  • This module critically discusses the application of various marketing tools and techniques applied within the events and experience industries. It explores identifying and developing an audience for specific creations, creating brand awareness and loyalty, and the means of monetising experiences.


  • This module provides you with multiple skills of a practical nature that would simulate working in an international commercial creative setting. The content focuses on providing you with an understanding of the critical issues surrounding the preparation and drafting of complex commercial agreements, negotiating with multiple parties with different economic interests, resolving any differences amongst the parties, and creating agreements that represent the interests of all parties within a creative endeavour.


  • The purpose of this module is to critically examine the relevant areas of health and safety management in the events and experience industries, and critically analyse risk management associated to those participating in (or affected by) small and large sporting and diverse cultural programmes, or creative workspaces, nationally and internationally.


  • This module aims to prepare you in delivering strategic change and transformation through the management of projects in experiential organisations. It will develop your understanding of the stages, tools and techniques required for project initiation, planning, execution, control and termination.


  • The aim of this module is to introduce you to the importance of planning and managing resources, whether human or financial, in the events and experience industries, including in the context of self-employment. The module also seeks to develop your ability to interpret and use financial information within the strategic framework of an events or experience organisation.


  • The purpose of this module is to provide a rigorous framework of knowledge and understanding concerning the key aspects in sustainability management and sustainable development within the events and experience industries, both nationally and internationally.


  • This module aims to provide you with a framework of knowledge and understanding of how to effectively lead and develop people in a strategic and entrepreneurial way. Ultimately, you will be given the opportunity to develop strategic priorities for entrepreneurial leadership.


  • In this module you will carry out a substantive piece of independent research into a business issue relevant to you course of study. You will be expected to draw upon the knowledge acquired, and the intellectual, technical and analytical skills developed throughout your course. You will be supported in this module through a series of group supervisions and will be allocated a project supervisor.


With professional experience option

The professional experience opportunity2 enables you the opportunity to apply for optional professional experience in semester 1, which, upon successfully securing an opportunity, will extend the duration of your master’s to either 16, 20 or 24 months. The professional experience provides an opportunity for you to develop expertise and experience in your chosen field with the aim of enhancing your employability.

Please note that the optional professional experience modules incur an additional tuition fee, which for 1 semester of professional experience is £1,333.33, for 2 semesters of professional experience is £2,666.67, and for 3 semesters of professional experience is £4,000.

Professional experience may also be subject to additional costs, visa requirements being met, subject to availability and/or competitive application. Professional experience opportunities are not guaranteed but you will benefit from the support of our Talent Team in trying to find and secure an opportunity. Find out more about the professional experience option.

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.

How you'll learn

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. These sessions may be delivered through a combination of face-to-face teaching, individual and group tutorials and online classes and tutorials.

Teaching contact hours

The number of contact hours may vary from semester to semester, however, on average, it is likely to be around 12 contact hours per week in the taught semesters. Additionally, you will be expected to undertake significant self-directed study of approximately 35 hours each week, depending on the demands of individual modules.

Your project-based semester will be supervisor supported, self-directed study in the region of 45 hours per week as well as supervisor meetings of up to 2 hours per week.

Contact hours may be made up of a combination of face-to-face teaching, individual and group tutorials, and online classes and tutorials.

As an innovative and enterprising institution, the University may seek to utilise emerging technologies within the student experience. For all courses (whether on-campus, blended, or distance learning), the University may deliver certain contact hours and assessments via online technologies and methods.

Since COVID-19, we have delivered our courses in a variety of forms, in line with public authority guidance, decisions, or orders and we will continue to adapt our delivery as appropriate. Whether on campus or online, our key priority is staff and student safety.


A variety of assessment methods aim to help develop both your practical skills and subject knowledge, which in turn allows the practical application of theory to real-world settings.

Assessment methods include:

  • Individual and group presentations
  • Individual essays
  • Individual portfolios
  • Formal examinations
  • Individual and group proposals.
  • Risk management assessment
  • Live crisis event management scenarios 

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.

International experience opportunities

We aim to offer2 a range of national and international field trips, with past examples including trips to the Visions du Réel film festival in Nyon, Switzerland, the International Olympic Committee and the Swiss Tech Convention Centre. These trips aim to provide you with exposure to industry and develop your intercultural competencies. (Field trips may be subject to availability, additional fees, competitive application, and meeting applicable visa requirements).

Entry requirements

Typical offer for 2024/25 entry.

Applicants normally hold an honours degree 2:2 or above, where a variety of academic subjects or disciplines can be considered for entry.

Applications from candidates with relevant experience can be considered on an individual basis.

Each application will be considered on its merits and the final decision will be made by the course director.

We recognise a breadth of qualifications, speak to one of our advisers today to find out how we can help you. 

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Select your region to find detailed information about entry requirements:

You can view our full list of country specific entry requirements on our Entry requirements page.

Alternatively, visit our International hub for further advice and guidance on finding in-country agents and representatives, joining our in-country events and how to apply.

English language requirements

  • This course requires IELTS of 6.5 overall, with no component lower than 5.5.

If you don't meet the English language requirements, you can achieve the level you need by successfully completing a pre-sessional English programme before you start your course. 

For more information on our approved English language tests visit our English language requirements page.

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Fees and funding

2024/25 tuition fees.

Student Full-time Part-time
UK, Ireland*, Channel Islands or Isle of Man £11,200 | £15,200 (with prof. experience)   Not available
EU £11,200 | £15,200 (with prof. experience) per year with EU support bursary**
£20,050 | £24,050 (with prof. experience) per year without EU support bursary**
Not available
International £20,050 | £24,050 (with prof. experience)   Not available

For advice and guidance on tuition fees3 and student loans visit our Postgraduate Finance page and see the university's Tuition Fee and Refund Terms and Conditions.

We offer a range of International scholarships to students all over the world. For more information, visit our International Scholarships page.

Tuition fees cover the cost of your teaching, assessments, facilities and support services. There may be additional costs not covered by this fee such as accommodation and living costs, recommended reading books, stationery, printing and re-assessments should you need them.

The following are additional costs not included in the tuition fees:

  • Any optional overseas field trips or visits: £400+ per trip.
  • Any costs associated with securing, attending or completing a placement (whether in the UK or abroad).

*Irish student fees

The rights of Irish residents to study in the UK are preserved under the Common Travel Area arrangement. If you are an Irish student and meet the residency criteria, you can study in England, pay the same level of tuition fees as English students and utilise the Tuition Fee Loan.

**EU support bursary

Following the UK's exit from the European Union, we are offering financial support to all eligible EU students who wish to study an undergraduate or a postgraduate degree with us full-time. This bursary will be used to offset the cost of your tuition fees to bring them in line with that of UK students. Students studying a degree with a foundation year with us are not eligible for the bursary.

  • We carry out an initial fee status assessment based on the information you provide in your application. Your fee status determines your tuition fees, and what financial support and scholarships may be available to you. The rules about who pays UK (home) or international (overseas) fees for higher education courses in England are set by the government's Department for Education. The regulations identify all the different categories of student who can insist on paying the home rate. The regulations can be difficult to understand, so the UK Council for International Student Affairs (UKCISA) has provided fee status guidance to help you identify whether you are eligible to pay the home or overseas rate.

    If you meet all the criteria required by any one category, including any residence requirements, your institution must charge you the home rate. You only need to find one category that you fit into.


This course will take place primarily in the College of Business and Law building and with that you have access to several innovative learning spaces4.

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The Library

You will benefit from our support designed to help you succeed and our industry-relevant teaching and resources. These include our modern library and computing facilities, dedicated careers advice and Your Students’ Union.

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Jaguar Centre

The Jaguar Centre has been specifically designed to provide facilities and services to support our postgraduate students including social spaces, computer suites and separate areas for small group study.

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The Hub

The Hub is the centre of student campus life. It's also home to the Health and Wellbeing Centre, the Spirituality and Faith Centre, the Tank Studio, Student Success Coaches and the Enterprise Hub.

Careers and opportunities

Upon successful completion of this course, you will 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.

Careers in event management are diverse, and upon successful completion, you could work in jobs such as:

  • Establishing your own event company
  • Event organiser
  • Conference centre manager
  • Event marketing executive
  • Event media and PR executive
  • Event sales executive
  • Risk and security manager.

The course is also designed to help encourage and nurture entrepreneurial ideas, which is vital in both ensuring successful and viable event businesses, or for helping you set up your own, new business venture.

The broad set of skills you should develop in the areas of business, management, marketing and finance, means you should graduate with an invaluable skill set which can be transferred to many other areas of business management, whether this relates to general management, project management or marketing within the private, public and voluntary sectors.

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 Talent Team provide a wide range of support services to help you plan and prepare for your career.

Where our graduates work

Our previous 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 and Virgin Media Pioneers.

How to apply

  • Coventry University together with Coventry University London, Coventry University Wrocław, CU Coventry, CU London, CU Scarborough, and Coventry University Online come together to form part of the Coventry University Group (the University) with all degrees awarded by Coventry University.


    The majority of our courses have been formally recognised by professional bodies, which means the courses have been reviewed and tested to ensure they reach a set standard. In some instances, studying on an accredited course can give you additional benefits such as exemptions from professional exams (subject to availability, fees may apply). Accreditations, partnerships, exemptions and memberships shall be renewed in accordance with the relevant bodies’ standard review process and subject to the university maintaining the same high standards of course delivery.

    2UK and international opportunities

    Please note that we are unable to guarantee any UK or international opportunities (whether required or optional) such as internships, work experience, field trips, conferences, placements or study abroad opportunities and that all such opportunities may be unpaid and/or subject to additional costs (which could include, but is not limited to, equipment, materials, bench fees, studio or facilities hire, travel, accommodation and visas), competitive application, availability and/or meeting any applicable travel, public authority guidance, decisions or orders and visa requirements. To ensure that you fully understand any visa requirements, please contact the International Office.

    3Tuition fees

    The University will charge the tuition fees that are stated in the above table for the first Academic Year of study. The University will review tuition fees each year. For UK (home) students, if Parliament permit an increase in tuition fees, the University may increase fees for each subsequent year of study in line with any such changes. Note that any increase is expected to be in line with inflation.

    For international students, we may increase fees each year, but such increases will be no more than 5% above inflation. If you defer your course start date or have to extend your studies beyond the normal duration of the course (e.g. to repeat a year or resit examinations) the University reserves the right to charge you fees at a higher rate and/or in accordance with any legislative changes during the additional period of study.


    Facilities are subject to availability. Access to some facilities (including some teaching and learning spaces) may vary from those advertised and/or may have reduced availability or restrictions where the university is following public authority guidance, decisions or orders.

    Student Contract

    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 current 2023/2024 contract is available on the website for information purposes however the 2024/25 Contract is currently being updated so please revisit this page before submitting your application. 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.

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