Event Management BA (Hons)

Study level: Undergraduate
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This course is designed to prepare you to work in the exciting and diverse global events industry, ranging from large-scale music and cultural festivals, corporate events and exhibitions, to small, bespoke social events.

Year of entry

Location

Coventry University (Coventry)

Study mode

Full-time
Sandwich

Duration

3 years full-time
4 years sandwich

Course code

N821

Start date

September 2023

How to apply
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Course overview

The events industry is big business and vital for economies, communities and individual health and well-being. By studying Event Management, you’ll have the opportunity to learn how to manage events and get the chance to apply theory to practice throughout your course. 

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Global Ready

An international outlook, with global opportunities
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Teaching excellence

Taught by lecturers who are experts in their field
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Employability

Career ready graduates, with the skills to succeed

Why you should study this course

Real-world experience

Gain hands-on experience managing live events2. Previous students have worked on major music concerts at the National Exhibition Centre (NEC), National Indoor Arena (NIA) and the Ricoh Arena as well as helping to run overseas activities for the British Council.

Gain the skills and knowledge necessary for organising successful, memorable and safe events, which means you will also develop a set of highly transferable management skills, particularly in the area of leadership and project management.

Learn how to apply business principles, such as financial management, marking theory and strategic management to the solution of event management problems.

Industry insight

Have the chance to access a range of industry visits and field trips2, which has previously included visits to the Echo Arena, Cavern Club and St. Georges Hall in Liverpool, and the Aviva Stadium and Croke Park in Dublin. We also aim to invite experts to speak to our students during the course2.

Prepare for your future

Prepare for a future career in event management with a work placement2. We currently have links with local, national and international event management companies, such as Eventsforce, Fargo and N200, who have previously provided opportunities for direct work experience, both paid and voluntary2.

I was able to make some great contacts and find out more about work opportunities. I have since signed up to work at the BodyPower Expo and am in the works of applying for a job at Grenade. I also went to a talk about drugs and events, which is what my dissertation is based on, it was really interesting and the guest speaker was able to recommend some good resources for my dissertation.

Sian Roberts, Event Management BA (Hons) student, quoted in 2020
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What you'll study

This course has a common first year 

The common first year enables you to work alongside students doing similar courses to you, to widen your knowledge and exposure to other subject areas and professions. You will have the opportunity to collaborate with other students, so you can share your insights and experience which will help you to develop and learn. 

If you discover an interest in a specific subject you have studied, upon successful completion of your first year, you could swap degrees with another course in your common first year (subject to meeting progression requirements). 

Common first year courses 

  • Advertising and Digital Marketing BA (Hons)
  • Business Administration BBA (Hons)
  • Business and Human Resources Management BA (Hons)
  • Business and Marketing BA (Hons)
  • Business Management BA (Hons)
  • Enterprise and Entrepreneurship BA (Hons)
  • International Business Management BSc (Hons)
  • Marketing BA (Hons)
  • Sport Management BA (Hons)

The main study themes covered on the course are:

Live Event Management
You could be offered the opportunity to undertake real project management and event management experiences2, focusing on group work, planning and execution of an innovative, creative or cultural event, as well as closure and evaluation of the project.

Event Business Management
We cover the core principles and practices of management, but in the context of organising events.

Event Marketing
Covers the principles of event marketing and specifically the application of service sector marketing to the event industry.

Modules

  • The aim of this module is to enable you to engage critically and creatively with entrepreneurship in the context of responsible management practice. Using a variety of tools, you will be supported to develop a self-awareness of your own entrepreneurial mindsets, competencies, and skillsets.

    Compulsory

  • How do ideas develop and grow? This module will cover how to take concepts and ideas and bring them to life.

    Compulsory

  • Organisations are increasingly driven by data In this module you will learn how to analyse and use data to make better decisions.

    Compulsory

  • Learn about the fundamentals of management, cover core theoretical ideas and look at examples in practice.

    Compulsory

  • Study how organisations operate, looking at areas such as leadership, human resource management and culture.

    Compulsory

  • Study the key aspects of marketing, looking at how social media and digital marketing are now shaping the future of the subject area.

    Compulsory

In year two, you will continue to develop the skills and knowledge you’ve learnt. We do this by embedding the following four principles into the curriculum and developing your:  

  • Technical skills – digital fluency, backed with the right academic knowledge
  • Study skills – to be an adaptive, independent and proactive learner
  • Professional skills – to have the behaviour and abilities to succeed in your career
  • Global awareness – the beliefs and abilities to be a resilient, confident and motivated global citizen 

Modules

  • The aim of this module is for you to work collaboratively with organisations to develop innovative solutions to ‘wicked problems’. We aim to further enhance the curriculum with guest speaker sessions from entrepreneurs and key organisational leaders2.

    Compulsory

  • This module is designed to help equip you with the necessary skills and knowledge to undertake their final year project.

    Compulsory

  • This module aims to equip you with real-world project management experience in the sports and event industries. It will develop your understanding of the stages, tools and techniques required to effectively manage the project initiation, planning, execution, control and shutdown stages of project development and delivery.

    Compulsory

  • The aim of the module is to critically examine the management of operations in sports and events. Aspects include examining operations management, health, safety and security procedures, and the importance and challenges of managing event venues and sports facilities.

    Compulsory

  • This module will develop your understanding of the process and practice of event funding and promotion. You will undertake research in order to better understand the role and function of event funding and its relevance to the future development of your own events or promotional activities.

    Compulsory

  • The aim of this module is to enable you to develop a critical understanding of creativity and design principles and practices, and to introduce you to a range of experience design resources and practices.

    Compulsory

There’s no better way to find out what you love doing than trying it out for yourself, which is why a work placement2 can often be beneficial. Work placements usually occur between your second and final year of study. They’re a great way to help you explore your potential career path and gain valuable work experience, whilst developing transferable skills for the future.  

If you choose to do a work placement year, you will pay a reduced tuition fee3 of £1,250. For more information, please go to the fees and funding section. During this time you will receive guidance from your employer or partner institution, along with your assigned academic mentor who will ensure you have the support you need to complete your placement.

Whilst we would like to give you all the information about our placement/study abroad offering here, it is often tailored for each course every year and depends on the length of placement or study abroad opportunities that are secured. Therefore, the placement and study abroad arrangements vary per course and per student. Request further information about going on a placement or study abroad year. 

Modules

  • This module2 provides you with an opportunity to reflect upon and gain experience for an approved placement undertaken during your programme. A placement should usually be at least 26 weeks or equivalent; however, each placement will be considered on its own merits, having regard to the ability to achieve the learning outcomes.

    Optional

  • This module2 provides you with an opportunity to reflect upon and gain experience for an approved international study/work placement undertaken during your programme. A work/study placement should usually be at least 26 weeks or equivalent; however, each placement will be considered on its own merits, having regard to the ability to achieve the learning outcomes.

    Optional

Year three aims to bring you to the level to enter the world of work by consolidating your knowledge and skills from years one and two.

Modules

  • This module will provide you with the opportunity to apply and develop your research skills and extend your knowledge, understanding and ability to critically analyse a topic in a specialist area of interest. You will choose a research topic related to your programme of study and apply critical analysis skills acquired through this and other modules to research the topic in depth.

    Compulsory

  • The aim of this module is to give you an understanding of event management practices that are applicable in the international arena. It critically engages you, encouraging you to examine the international context of the events industry and how to effectively manage events on a global scale.

    Compulsory

  • The aim of this module is to critically explore a wide variety of contemporary issues faced by managers in the entertainment and experience industry, both in national and international contexts. These issues may be the focus of academics, prominent news and industry issues or issues raised by students as a result of their experience and/or readings.

    Compulsory

  • Impacts and Legacies - 20 credits
    This module allows you to consider and interrogate the impacts and legacies of a variety of events, from small local events to mega-sporting events. A range of impacts and legacies will be discussed, including but not limited to: economic, social and cultural, human capital, urban, international and domestic politics and sporting legacies.

    Strategic Communications in Sport and Entertainment - 20 credits
    This module focuses on strategic communication through both traditional and social media with the public and other stakeholders in sport and entertainment organisations. The module also takes a strategic approach to managing PR and crisis communication within the sport and entertainment industries and includes discussion of practical strategies and techniques useful to managers.

    Talent Representation - 20 credits
    This module aims to equip you with advanced knowledge of the representation and branding of celebrities, athletes and artists. You will explore the professional skills and attitudes required when working with artists, sportspeople, celebrities and business practitioners.

    Digital Transformation in Events and Sport
    The aim of this module is to develop your awareness and appraisal of the digital transformation affecting the sport and experience industries, its impacts on participation and engagement, as well as the opportunities and challenges it creates for managers.

    PR and Event Marketing
    This module will provide you with a critical perspective on Public Relations (PR) and event marketing. You will develop an in-depth understanding of the core theoretical concepts in public relations and events marketing, providing a foundation for critical discussion.

    Optional

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

We aim to discuss current issues in event management and aim to invite people, currently working in the events industry, to share their experiences and views2.

The course aims to:

  • Engage you directly with companies such as the Ricoh Arena, Coventry Blaze, the British Council and Bosch. Previous students have had the opportunity to organise and attend real-life events, experiencing each stage and progress from the bidding process, design and costing to logistics, marketing, implementation and feedback with the client.
  • Collaborate with Your Students’ Union to promote and manage events on behalf of its many clubs and societies2.
  • Take advantage of current links with local, national and international event management companies.
  • Access a range of industry visits and fieldtrips2.

Teaching contact hours

We understand that everyone learns differently, so each of our courses will consist of structured teaching sessions, which can include:  

  • On campus lectures, seminars and workshops  
  • Group work  
  • Self-directed learning  
  • Work placement opportunities2.

If you would like more information, you can request information about teaching hours. 

Part of university life is undertaking self-directed learning. During a typical week you will have time that allows you to work independently to apply the skills and knowledge you have learnt in taught or facilitated sessions to your projects or assignment briefs.  This self-directed learning allows you to use your research skills, consolidate your knowledge or undertake collaborative group work.

The number of full-time contact hours may vary from semester to semester, however, on average, it is likely to be around 12 contact hours per week in the first and second year dropping to around 8 contact hours per week in the third and final year as you become a more independent learner.

Additionally, you will be expected to undertake a significant self-directed study of approximately 12 hours each week, depending on the demands of individual modules.

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. 

In response to the COVID-19 pandemic, we are prepared for courses due to start in or after the 2023/2024 academic year to be delivered in a variety of forms. The form of delivery will be determined in accordance with Government and Public Health guidance. Whether on campus or online, our key priority is staff and student safety.

Assessment

This course will be assessed using a variety of methods which will vary depending upon the module.

Assessment methods include:

  • Formal examinations
  • Phase tests
  • Essays
  • Group work
  • Presentations
  • Reports
  • Projects
  • Coursework
  • Exams
  • Individual Assignments

The Coventry University Group assessment strategy ensures that our courses are fairly assessed and allows us to monitor student progression towards achieving the intended learning outcomes.

International experience opportunities

We fully appreciate that you need a global outlook and throughout the course; we aim to expose you to the events industry in different countries and cultures through the ongoing cultivation of a number of global collaborators2, focusing on the events industry in the United States, Brazil, Russia, Europe, Dubai, Qatar, China and Australia. In the past, these links have opened up exciting opportunities for previous students to volunteer abroad2.

We are looking to develop Collaborative Online International Learning (COIL) projects, which aim to provide you with the opportunity to work online with international students on projects together2. In the past, students have worked alongside EU students as part of a week-long case study in Groningen (Holland). Additionally, our modules consider international perspectives through relevant case studies, and we aim to provide opportunities to build on this with a direct focus on managing international events2. 

Event Management addresses the many and diverse skills required to deliver different kinds of experiences to various audiences in diverse settings, on budget and on time. The event industry requires practitioners skilled in several areas such as project management, experience design and promotion. This course aims to provide hands-on opportunities while also providing the theoretical basis of management.

Paul Cartlidge, Course Director for Event Management BA (Hons), 2022
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Entry requirements

Typical offer for 2023/24 entry.

Typical offer for 2023 entry.

Requirement What we're looking for
A level BBC
GCSE Minimum 5 GCSEs graded 9-4 / A* - C including Maths and English
BTEC DMM
IB Diploma 24 points
Access to HE The Access to HE Diploma to include 30 Level 3 credits at Merit. Plus GCSE English and Mathematics at grade 4 / C or above.

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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Are you eligible for the Fair Access Scheme?

We believe every student should have the opportunity to dream big, reach their potential and succeed, regardless of their background. Find out more about our Fair Access Scheme.

Select your region to find detailed information about entry requirements:

Europe

Americas

Middle East

South Asia

South East Asia

East Asia

Africa

Russia and Central Asia


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

If you do not have the typical entry requirements, you may want to consider studying this course with an International Foundation Year. Upon successful completion our International Foundation Year - Business will provide you with the knowledge and skills you need to progress onto this undergraduate degree.

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

  • IELTS: 6.0 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

2023/24 tuition fees.

Student Full-time Part-time
UK £9,250 per year Not available
International £16,800 per year Not available

If you choose to do a work placement2, you should consider travel and living costs to cover this. There is also a tuition fee3 of £1,250 that will cover your academic support throughout your placement year.

For advice and guidance on tuition fees and student loans visit our Undergraduate 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. Find out what's included in your tuition costs.

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)

  • 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.

Facilities

We have a range of facilities4 available to support our Event Management students in putting the theories you are taught into practice.

DigiComm Lab Seating Area

DigiComm Lab

Designed to build creative minds, the DigiComm Lab is currently equipped with the latest industry-standard marketing and advertising software and devices to support your creative development.

 

 

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Business Simulation Suite

Coventry Business School's Business Simulation Suite utilises the latest business simulation software to give students the opportunity to improve their business skills.

 

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Talent Team

Our dedicated Talent Team can assist you in applying for work placements, graduate level jobs and offer skills development workshops. They also aim to organise networking events to introduce you to potential employers and industry contacts.

Careers and opportunities

Upon successful completion of this course, you will be able to:

  • Demonstrate knowledge and understanding of the holistic nature of a business organisation and how to apply business principles associated with the operational and strategic management of financial, marketing, human and physical resources to events.
  • Analyse and produce event management solutions to appropriate business decisions.
  • Apply skills of critical inquiry and independent research, using a range of resources, methods and methodologies, to evaluate evidence, arguments and assumptions, to reach sound judgements and communicate them effectively.
  • Recognise and continually develop a relevant set of transferable skills required by the event industry.
  • Evaluate and develop expertise in a range of digital technologies that will enhance effectiveness in the workplace.
  • Apply innovative and entrepreneurial approaches in providing solutions to real event management issues and problems.
  • Critique the principles of policy and governance and evaluate the global contemporary issues and theories challenging event organisations.
  • Work effectively, efficiently and dynamically within teams using critical thinking to solve complex event management problems.
  • Evaluate the management of events in global settings and reflect upon intercultural and international dimensions.
  • Use the principles of responsible management to design and implement activities that meaningfully engage communities.

As well as offering you the opportunity to learn the unique characteristics of the events industry, this course also provides you with chances to gain knowledge of topics such as marketing, hospitality management, and business management, potentially preparing you for future career options in these areas, within or outside of the events industry.  

From day one, you’ll be exposed to the events industry and encouraged to enhance and build your CV with practical work experience through placements2. Previous students have done placements such as Project Intern at Live Group, Training Events Coordinator Intern at Porsche Cars, and a Marketing Placement at IBM. We provide volunteering opportunities2 at a number of local events organisations, which have previously included Fashion Live Events, Live Buzz Events, Ricoh Arena, Pandora Events, NEC, Barclaycard Arena, local wedding venues, Coventry Blaze, Warwick Racecourse, Conference Care, as well as various charities, which have previously included Bethany’s Wish.

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 Compass Group, Marriott, Hilton, The Royal Opera House, Live Buzz Events, Ricoh Arena, Chelsea Football Club events team, Gordon Ramsey Events, Pandora Events and Coventry University Student Union. 

Further study

Upon successful completion of our Event Management BA (Hons) course, you may wish to continue to further your studies at postgraduate level. You can do that right here at Coventry University, with our Events and Experience Management MSc. You could continue to build on what you have learnt, developing an in-depth knowledge of the event industry and the full event management cycle to prepare for your career in this dynamic and exciting industry. 

We also offer alternative postgraduate degrees if you decide to take a slightly different route. You may be entitled to an alumni discount on your fees if you decide to extend your time with us by progressing from undergraduate to postgraduate study.

How to apply

  • Coventry University together with Coventry University London Campus, 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. 

    1Accreditations

    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 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 COVID and visa requirements. To ensure that you fully understand the 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 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.

    4Facilities

    Due to COVID-19, some facilities (including some teaching and learning spaces) and some non-academic offerings (particularly in relation to international experiences), may vary from those advertised and may have reduced availability or restrictions on their use.

    Student Contract

    By accepting your offer of a place and enrolling with us, a Student Contract will be formed between you and the university. The 2023/24 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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