University of Chester

Programme Specification
Event Management & Marketing BA (Hons) (Single Honours)
2014 - 2015

Bachelor of Arts (Single Honours)

Event Management & Marketing

Event Management & Marketing IOM - Pre 2016/17

University of Chester

Isle of Man College of Further and Higher Education

Isle of Man. College of Further and Higher Education

Undergraduate Modular Programme

Full-time and Part-time

Classroom / Laboratory,

3 years

7 Years

Annual - September

N820

No

17a. Faculty

17b. Department

Business and Management Marketing, HRM and Events Management

Business, Hospitality, Leisure, Sport and Tourism

University of Chester

Marketing, Tourism and Events Management, and Business

Saturday 1st March 2014

To provide a focused, analytical and integrated study of event management and marketing

To provide a programme of study, which offers students deep insights into the disciplines, and methodologies of events management and marketing and to stimulate a critical awareness of the factors associated with the changing focus of contemporary events management and marketing practice.

To enable all students to develop a business centred approach, within an academic context, that is relevant to the management of events in a wide range of organisations and industries.

To provide students with a relatively flexible pathway that allows a basis from which to identify, develop, scrutinise and challenge a comprehensive range of events management and marketing models, frameworks and theories, and to apply them to actual situations in the internal and external working environments.

To enable students to develop and use a range of generic (transferable), cognitive, intellectual, personal and interpersonal skills required for effective undergraduate study and future vocational needs. 

To provide an appropriate base for access to further study or professional qualifications by encouraging the knowledge, skills and attitudes to become life-long learners who recognise the need to engage in Continuous Personal and Professional Development.

To provide a coherent programme of study which will prepare students for post-University employment and careers. 


Knowledge and Understanding

  • a critical understanding of the development of knowledge in Event Management and Marketing;
  • an understanding of the need for both a multi-disciplinary and inter-disciplinary approach to study, drawing, as appropriate, from service, research and professional contexts;
  • understanding of the subject through both academic and professional reflective practice;
  • demonstration of research and problem-solving abilities by critically understanding methods of acquiring, interpreting and analysing information appropriate to thestudyof Events Management and Marketing;
  • an understanding and critical awareness of, the moral, ethical, environmental and legal issues which underpin best practice


Thinking or Cognitive Skills
  • researched and assessed subject specific facts, theories, paradigms, principles and concepts;
  • critically assessed and evaluated evidence;
  • critically interpret data and text;
  • described and analysed information;
  • applied knowledge to the solution of familiar and unfamiliar problems;
  • developedreasoned arguments and challenged assumptions;
  • taken responsibility for their own learning and continuing professional development.


Practical Skills
  • planned, designed and executed practical activities using appropriate techniques and procedures;
  • undertaken fieldwork with due regard for safety and risk assessment;
  • planned, designed, executed and communicated a sustained piece of independent intellectual work using appropriate media;
  • recognised and responded to moral, ethical and safety issues which directly pertain to the subject domain including relevant legislation and professional codes of conduct.


Key Skills
  • Communication - oral and in writing, using a range of media which are widely used in business, for example, the preparation and presentation of business reports;
  • Application of Number - using appropriate quantitative and qualitative skills including identifying, formulating and solving business problems, including data analysis, interpretation and extrapolation;
  • Information Literacy and Technology - use of appropriate information and communication technology in achieving the above outcomes;
  • Improving own learning and performance - including self awareness, independence, the skills of reflective, adaptive and collaborative learning;
  • Working with others - leadership, team building, project management skills, plus effective listening, negotiating, persuasion and presentation;
  • Problem solving - the ability to create, evaluate and assess a range of options together with the capacity to apply ideas and knowledge to a range of situations and tasks/problems.


Transferable Professional Skills

This programme encompasses a wide range of skills for the workplace and addresses them from the perspective of the employer. These are skills evidenced by employers as being of value to them and which they seek when recruiting. In addition students will undertake:
  • Use of information technology and an appreciation of its application in management and business.
  • Application of number (eg research methods and finance).
  • Working with others (eg group work tasks and activities).
  • Communication and presentation skills, both written and verbal
  • Lifelong learning skills and continuous personal and professional development.
  • Effective time management skills.
  • Construction of consistent and sustained argument
  • Managing and developing self
  • Research, evaluation and synthesis of information
  • Managing tasks and solving problems
  • Numeracy, technology and creativity

The programme is designed to prepare students to become competent and knowledgeable event management and marketing professionals.  Marketing is at the heart of any business operation and within the broad and evolving event management industry generic management skills and marketing skills provide a foundation for successful events. The programme is designed to prepare students in all three aspects whilst offering the opportunity to apply additional focus to one of the three themes.

It aims to provide students with the knowledge, skills and understanding to successfully embark upon a management career in event management and/or marketing, in a range of organisations, industries or contexts.  The QAA’s 2008 Benchmark Statement for Hospitality, Leisure, Sport and Tourism has informed its content and structure as has the Business and Management statement.   

The structure of the Single Honours in Event Management and Marketing presents a coherent programme within each level.  This coherence is reinforced by progression between levels and within disciplines allowing the development of thematic strands between levels.  For example, at levels 5 and 6 students may choose option modules in management or tourism, in addition to the core of Event Management and Marketing specific related modules.  The programme has been designed to reflect the changing nature of event management and marketing, offering a dynamic and contemporary programme of study to enable the student to reconcile existing theories in the disciplines and with new thinking. The programme is designed to allow students to focus on a general event management and marketing theme, or one that relates to tourism, or one which includes more specialist marketing or management theory.  Event Management and Marketing remain the primary focus throughout.

Level 4 students will develop an understanding of the key event management and marketing concepts and management and  functions that are required to operate in the modern business environment.  In line with the QAA Framework for Higher Education Qualifications, Level 4 modules are designed to provide students with a sound knowledge of the basic concepts of disciplines, with opportunities to take different approaches to solving problems, to demonstrate accurate communication, and to develop qualities needed for employment requiring the exercise of some personal responsibility.  In addition to a range of events, marketing and business modules designed to provide a theoretical underpinning, students will also have the opportunity to experience both the events and marketing  industry through visits, speakers, and practical activities. Level 5 students will explore the contexts in which events managers and marketers operate.  Key aspects of business, management, behaviour and practice will be developed culminating in a period of Work Based Learning in which students will have the opportunity to transfer acquired skills, knowledge and understanding.  The core, 40 credit module, Planning, Managing and Evaluating Events is central to this level, affording students an opportunity to link theoretical knowledge with practical  skills.  These theoretical and practical modules are designed to address the FHEQ requirements that students will have developed a sound understanding of the principles in events management and marketing, will have learned to apply those principles more widely, will have learned to evaluate the appropriateness of different approaches to solving problems, and will have had a vocationally orientated experience, enabling them to perform effectively in the field of events management and marketing. Level 5 culminates in a period of experiential learning in which students will have the opportunity to transfer acquired skills, knowledge and understanding, potentially in an events management environment. 

Level 6 students will develop an understanding of how organisations undertake events management (TM6006) at a strategic level, and how a range of contemporary issues relate to events managers. Students will also complete a dissertation, as a major piece of autonomous work, which requires them to focus on an appropriate events management issue. Students will also have the opportunity to further choose a tourism, management or marketing themed modules in level 6.  These modules will enable students to demonstrate that they have developed an understanding of the complex and contemporary body of knowledge relating to the disciplines, have developed analytical techniques and problem-solving skills that can be applied in many types of employment, and will be able to evaluate evidence, arguments and assumptions, to reach sound judgements, and to communicate effectively.  Students graduating with an Event Management and Marketing Single Honours degree will be able to demonstrate that they have the qualities needed for managers employed in situations requiring the exercise of personal responsibility, and decision-making in complex and unpredictable circumstances.

All options will only run when sufficient numbers have signed up for the modules.

At Level 5 students may select one option from  TM5004 and TM5003.

At Level 6 students may select two options from BU6008* and TM6003.

*indicates modules that are already delivered through other degree programmes at the IOM College.

Five modules have been included  in the Programme Specification as potential options in the future. They will not be offered in Sept 2014. They do not digress from the rationale for the programme but they do offer increased choice for students looking at specific sectors such as tourism, sport and cultural events and hospitality. The N/A TY modules are:

TM4017, TM5012, TM5017, TM5105 and TM6105.

Mod-Code Level Title Credit Single
BU4002 4 Finance for Managers 20 Comp
TM4001 4 Marketing Principles 20 Comp
TM4003 4 Managing Customer Service 20 Comp
TM4005 4 Introduction to Events Management 20 Comp
TM4017 4 Managing Large Scale Events and Conferences 20 N/A
TM4018 4 Digital Marketing Environment 20 Comp
TM4020 4 Marketing for Tourism and Events 20 Comp
TM5001 5 Marketing Planning in Action 20 Comp
TM5003 5 Marketing Research 20 Optional
TM5004 5 Destination Planning and Management 20 Optional
TM5006 5 Planning, Managing and Evaluating Events 40 Comp
TM5012 5 Finance and Business Planning in Hospitality Organisations 20 N/A
TM5017 5 Sports and Cultural Events 20 N/A
TM5018 5 Direct & Digital Marketing 20 Comp
TM5105 5 Quality Management in Hospitality 20 N/A
WB5101 5 Enhancing your Employability through Work Based Learning 20 Comp
BU6001 6 Business Dissertation 40 Comp
BU6008 6 Leadership and Change Management 20 Optional
BU6216 6 Digital PR & Social Media 20 Comp
TM6003 6 International & Global Marketing 20 Optional
TM6006 6 Strategic Management for Tourism & Events 20 Comp
TM6012 6 Contemporary Issues in Events Management 20 Comp
TM6105 6 New Business Development 20 N/A

Level 1: 120 credits
Level 2: 120 credits
Level 3: 120 credits
Total: 360 credits

Applications to the programme are to be made directly to the IOM College

Entry requirements are:

  • A minimum of 240 UCAS points, of which 200 points must be obtained from GCE and/or VCE A Levels (12 or 6 unit awards), including a grade C in one subject. The remaining points may be achieved from GCE and/or VCE A/AS Levels, VCE double award, or Level 3 Key Skills certification;
  • BTEC National Diploma/Certificate: merit profile;
  • Irish Highers/Scottish Highers: B in 4 subjects;
  • International Baccalaureate: 30 points;
  • European Baccalaureate: a minimum of 70%;
  • QAA approved Access course, Open College Units of Open University Credits.

Applicants will  be required to attend an interview.

The design of this programme has been informed by the Unit 25 benchmark statements for Hospitality, Leisure, Sport and Tourism, 2008.   Marketing has no specific benchmark statements for Marketing. These statements include generic comment relevant to all subjects subsumed within unit 25, as well as specific statements relating to each of Events, Hospitality, Leisure, Sport and Tourism programmes and with reference to marketing. 

An honours graduate in events will be able to analyse and evaluate the concepts and defining characteristics of events and marketing as an area of academic and applied study, including being able to:     

  • explain, interpret and challenge theories and concepts which are used to understand the origin, purpose, meanings and development of events and marketing from a range of critical perspectives (TM4005, TM4001, TM5004, BU6008) ·        
  • display an insight into the structure of event providers and marketers and their sectors, and analyse the political, technological, social, environmental and economic factors which affect, or impact upon, the supply of, and demand for, events (TM4005, TM4018, TM5001, TM5004) ·        
  • analyse and reflect on the different cultural and business concepts, intercultural and international dimensions of events and marketing ( TM4005, TM6003, TM6012) ·        
  • demonstrate a critical awareness and understanding of how core values, for example, ethics, integration, sustainability, creativity, strategy, and continuous improvement, relate to, and are reflected in, events. (TM4005,  TM5006, TM6006) 

An honours graduate will be able to demonstrate a range of professional event planning and management knowledge and skills, including being able to:       

  • demonstrate a critical awareness and understanding of appropriate domains including administration, design, operations, marketing and risk, and how they apply to the phases of events, such as initiation, planning, implementation, event and closure ( TM5006, TM6012) ·        
  • operate and effectively manage resources, including human (paid or volunteer),financial, venue, and subcontracted and technical resources ( BU4002, TM5006, TM5003) ·        
  • display critical knowledge, understanding and application of risk management and the legal, ethical and regulatory frameworks that affect event management (TM5006) ·        
  • plan, control, analyse and evaluate events, support service provision and their logistics (TM4003, TM5006, TM6006) ·          
  • design events, including the programming of spectacle, exhibition, ritual, performance and hospitality (TM5006) ·        
  • engage with, contribute to and produce events, based on an acquisition and understanding of appropriate vocabularies, skills, working methods and professional business communications (TM4001, TM5006, TM6006,TM6012) 

An honours graduate will be able to recognise and value the centrality of the attendee and/or client and meet and respond to their needs and expectations, including being able to: ·        

  • analyse the nature, characteristics, needs and expectations of different consumers through applying consumer behaviour theories and concepts (TM4003) ·        
  • generate creative ideas/concepts, proposals, pitches and solutions to meet differing needs (TM4001, TM4018, TM5006) 
  • analyse and evaluate the quality of the event experience and the marketing employed, and its impact on the event consumer and/or client and the wider organisation (TM4005, TM5006, TM5009, BU6008) ·        
  • evaluate the importance of cultural and other diversities in developing access to, and participation in, and marketing of, events by specific target groups (TM4003,TM6012) ·        
  • demonstrate an understanding of the ways in which attendees respond to marketing and behave at events and within the venue and surrounding destination (TM4005,TM5004, TM6003, TM6012) 

An honours graduate will be able to utilise, and understand the impact of, rationales, sources and assumptions embedded in policy, planning, marketing and delivery mechanisms in an events context, including being able to: ·        

  • evaluate the contribution and impacts of events in social, economic, environmental, political, cultural, technological and other terms (TM4005, TM5004, BU6008) ·        
  • appreciate the ethical and sustainability issues associated with the operation and development of events (TM4005,  TM6006) ·        
  • write and critique event plans, event strategies and to recognise and meet the needs of specific stakeholders (TM5006) ·        
  • critically reflect upon the role of those organisations and structures charged with a responsibility for the promotion of, or the training of practitioners in events (TM4003, TM4005, TM5006) ·        
  • demonstrate a critical awareness and appreciation of existing and emerging standards, policies, initiatives, frameworks and contemporary issues (TM6012)

The methods of learning and teaching are geared to progression and integration through the levels of the programme.  The individual module descriptors provide details of learning outcomes as well as methods of teaching and learning.  The major forms of teaching methods will be lectures, seminars and workshops.  Other methodologies will be employed as appropriate.  These may include; field trips, visits, directed reading, interactive learning , case study analysis, individual research, group learning activities, reflective log/portfolio (e.g. utilising student progress files in relation to personal development planning) and presentations.  Industry practitioners will also be used wherever possible, as repositories of up to date, expert knowledge in their specialist or functional areas. 

The IOM College seeks to deliver varied, high-quality learning experiences, teaching and assessment in order to develop appropriate knowledge and understanding, and to enhance a variety of key/transferable skills.  This is facilitated through the outcome-directed nature of learning, teaching and assessment, in a student-centred environment, which provides incremental opportunities for independent and autonomous learning.

The assessment strategy for this degree will serve three purposes:
  • To test the level of knowledge and skills acquired, measured against the specified learning outcomes, and applied within a relevant events management and marketing context;
  • To provide the vehicle for modular integration within an events management and marketing context;
  • To promote teaching to learning, which will assist students in the achievement of academic goals and imbue them with skills and attitudes which will assist in life-long learning.
Assessment will follow the university model of a 4,000 word equivalency per 20-credit module.  Each module will be summatively assessed by a minimum of two assessments, with formative assessment also employed throughout.  Student assessment will employ rigorous, objective testing to ensure that learning outcomes are met.

Assessment tasks will grow in sophistication and complexity as a student progresses on the programme.  For example:

  • at Level Four a student may be asked to describe, discuss, compare, and outline;
  • at Level Five a student may be asked to evaluate, analyse, justify, and differentiate; 
  • at Level Six a student may be asked to criticise, synthesise, appraise, formulate.
  However, it is expected that students will begin to use and develop critical skills from the beginning of the programme.

Students will be assessed in a number of ways, including essays, industry-related reports, presentations, poster displays and presentations, assessed seminars, reflective reports, examinations. 

The events industry in the IOM and the U.K. is flourishing and the management of events has become increasingly important within many sectors, including hospitality, tourism, sport and the arts. Inherent in the successful planning and managing of events is appropriate and effective marketing. This in part evidenced by the publicity and media coverage of high profile events at both national and international level .

The IOM hosts a number of large events such as the IOM TT Races and the Mannifest Music Festival. The close connection with NW England is evident through the 2014 International Business Fair, Liverpool. Such events present exciting challenges. Managers with the knowledge and skills to both market and manage events have a crucial role in presenting a well organised and successful range of arts, tourism, sporting and related events.  

Additionally, smaller scale events, common on the IOM – from local music concerts to sporting events ,beer festivals, corporate hospitality events, conferences and exhibitions, college  open days,  heritage railway attractions - take place on an almost weekly basis.  Over 40% of IOM tourism is now events led.   The marketing of both the destination and its events is, therefore, in continuous need of managers with graduate status and as such offers varied, challenging and rewarding careers for enthusiastic and committed graduates. These skills are also valuable for any organisation involved in arranging events, whether small or large scale, routine or specialist. 

It is anticipated that the programme will contribute to both the IOM College and University of Chester's employability strategy by producing students with sound and well-articulated skills for the workplace and supplying suitably prepared graduates to meet the needs of the local, regional and national economy.  This is particularly significant as the  IOM College moves towards a clear policy emphasising vocationalism in higher education.  The curriculum, through carefully planned modules, will respond to the needs of individual students seeking rewarding employment as well as employers seeking to employ graduates with relevant, generic, transferable and specialist skills.  

In accordance with the QAA Framework for Higher Education Qualifications descriptor, typical holders of the BA Single Honours Events Management and Marketing would be able to:

apply the methods and techniques that they have learned to review, consolidate, extend and apply their knowledge and understanding, and to initiate and carry out projects; critically evaluate arguments, assumptions, abstract concepts and data (that may be incomplete), to make judgements, and to frame appropriate questions to achieve a solution - or identify a range of solutions - to a problem; communicate information, ideas, problems, and solutions to both specialist and non-specialist audiences; D

Display qualities and transferable skills necessary for employment including:

·         the exercise of initiative and personal responsibility;

·         decision-making in complex and unpredictable contexts; and

·         the learning ability needed to undertake appropriate further training of a professional or equivalent nature.  

The IOM College has a flexible admissions policy, and encourages applications from mature students and from groups historically under-represented in higher education. The general policy is to look for a good level of literacy, together with proven interest and/or experience in an appropriate subject.

The IOM College has  considerable experience in successfully addressing the practical and learning needs of a wide range of students.  These include mature students, those entering education with a non-standard academic background and those with a wide range of disabilities. 

Equality and diversity issues are embedded and addressed in all departmental modules. 

Students studying on the programme will benefit from both the operational and academic experience of staff in marketing and events management and related disciplines.

The IOM College fully endorses and adheres to the established Personal Academic Tutorial scheme. All students are allocated a personal tutor and are required to attend regular meetings (particularly during the first year). Personal tutors will assist with both academic and non-academic matters. In addition, and where necessary, students will be directed to the Academic Support Centre or Student Services for advice and guidance.

Students will benefit from a number of key visits to local, national and international events management and marketing organisations. The College has very strong links with numerous employer organisations, local government bodies, National Sports Centre, the Islands only CIM Accredited Study Centre  and the IOM Department's  for Economic Development and for Tourism. These organisations are utilised in a number of ways ranging from guest speakers, placement & research opportunities for students and site visits. The intention is that IOM College students will also undertake joint ventures with peers at University of Chester.

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