BSc (Hons) Event Management

The BSc (Hons) Event Management is an internationally recognised passport to a successful management career. The degree is for those who thrive in a fast-paced environment and want to provide customers with memorable experiences and develop the skill set to lead a team in this challenging but rewarding industry.

The four-year degree (placement in year 3 is optional) offers key business management subjects alongside specialist event management, digital and leisure-related modules. You will enhance your knowledge in the key business management areas of strategy, marketing, finance, human resource management, operations management and entrepreneurship.

This programme is characterised by a blend of theoretical and applied components with emphasis placed on the development of skills, knowledge and theoretical concepts to meet the needs of the events industry. You will have the opportunity to apply theory to practice by organising live events and through our partners, volunteer at prestigious events such as the Belfast City Marathon and the Special Olympics.

You will gain valuable industry experience through a placement year, which offers a wide range of international opportunities.

100% of the teaching team have achieved Fellowship of the Higher Education Academy and 7 of these team members have Senior Fellowship of the Higher Education Academy.

Associate awards

• Diploma in Professional Practice DPP
• Diploma in Professional Practice International DPPI
• Diploma in International Academic Studies DIAS

Attendance

• The programme can be completed in four years, depending on level of entry. You will normally complete three modules per semester, with a class contact time of approximately three hours per week per module.
• You will have 9-10 class contact hours per week on the Coleraine campus. In year three you have the option to complete either a 48-week work placement or study abroad.
• You will be expected to undertake independent study of around 10 hours per week per module.

Teaching, Learning and Assessment

• The underpinning theory is delivered through lectures, seminars, tutorials and workshops. From a practical perspective, you will have the opportunity to organise and volunteer at live events plus listen to talks from industry leaders. ICT skills are also taught within the course structure.

Assessment Methods:

• Assessment is principally through assignments, verbal presentations and practical exercises (live events). Assessment of teamwork is through submission of teamwork tasks, student peer and self-assessment, oral presentations and event evaluations.

Attendance and Independent Study

• The content for each course is summarised on the relevant course page, along with an overview of the modules that make up the course.

Overview

• Developing business leaders for the dynamic and vibrant events industry.

Summary

• The degree is designed to meet the needs of those who want to work in event management, which is now one of the world’s largest industries. You will develop a detailed knowledge of events and the associated leadership skills necessary for this dynamic and experience-driven industry.
• We have an award-winning team of academic staff with a wealth of knowledge and experience in research and industry across a range of areas in events.
• Ulster University is 2nd in the UK for Hospitality, Event Management and Tourism (The Guardian University Guide 2024).

Modules
Here is a guide to the subjects studied on this course.

• Courses are continually reviewed to take advantage of new teaching approaches and developments in research, industry and the professions. Please be aware that modules may change for your year of entry. The exact modules available and their order may vary depending on course updates, staff availability, timetabling and student demand. Please contact the course team for the most up to date module list.

Year one
Food Tourism, Festivals and Events
Year: 1

• This module provides students with an overview of the diverse range of food and beverage tours, festivals and events that destinations can harness to diversify their tourism product offering and, therefore, increase their competitiveness. Food is a key part of all cultures, a major element of global intangible heritage and an increasingly important attraction for tourists. So therefore, it is important that students are aware of how food festivals, wine and other beverages tasting trails, cooking experiences and competitions, open farms, factories and food markets can enhance the tourist experience as well as the experience of the locals.

Digital Media & Creativity
Year: 1

• The module explores the importance of media (with an emphasis on digital) to business success in the various sectors of the tourism, events and food industries. It develops student skills and understanding in relation to writing and creating content for a variety of media applications as well as providing introductory support in relation to writing and research for their degree studies. As such the module will foster digital creativity and innovation in a variety of contexts and situations applicable to the student's course and their respective industries, leading towards aspects of future employability and entrepreneurship

Management in Action
Year: 1

• This module examines the principles of management and applies them to the practice of operational management. The module is both people and action-oriented and examines a range of topics including the development of management theories, the impact of the internal and external business environment and how management contributes to sustainable business futures.

Introduction to Tourism and Events
Year: 1

• This foundation module introduces students to the key concepts involved in the study of tourism and events, including definition, historical development, supply and demand, impacts, current and future challenges facing this industry sector.

The 21st Century Eventscape
Year: 1

• This module provides students with an understanding of the operating environment in which the management and leadership of events take place today: the eventscape. Students will learn how events are part of an industry that delivers culture, food and drink in a cultural, political, social and economic context. Students will conduct market research into current issues, trends and event case studies and make practical recommendations into improving how real events are managed to meet 21st century drivers such as sustainability, equality, diversity and inclusion and citizenship to minimise environmental impact and maximise social inclusion to event participation.

Event Design & Live Experiences
Year: 1

• This module introduces students to the business of events. The nature of events is investigated together with the factors leading to successful event planning and implementation. The basic principles of event management are introduced such as sustainability and digital innovation.

Year two
Fundamentals of People Management
Year: 2

• People management forms a large part of every manager's job whether they work in a large multinational organisation, a not-for-profit organisation, or a charity. People management processes are usually designed by HR specialists within the organisation; however, line managers play a pivotal role in implementing and enacting HR policies and practices. Where employees feel positive about their relationship with their line managers, they are more likely to have higher levels of job satisfaction, commitment and loyalty, which are in turn associated with higher levels of performance.

Accounting Studies
Year: 2

• This module focuses on managerial decision making for both SMEs and larger corporations in the tourism and hospitality sectors. The content includes costing, budgeting, investment appraisal and working capital management. The student will be expected to apply knowledge to the decision-making process and discuss alternatives relevant to the service industries.

Event Impacts and Sustainability
Year: 2

• This module presents students with an opportunity to gain in-depth knowledge of one of the most important facets of event management, sustainability. Students will learn how to manage the economic, environmental and social impacts within an event context. This will help them understand the complexities involved in the management of sustainable events and the wide range of issues that must be addressed.

Responsible Business Events
Year: 2

• This module introduces students to the importance of responsible business events and provides valuable insights into sustainable practices, social inclusivity, ethical decision-making, community impact and societal wellbeing. Students will learn how to enhance professional business event management practices responsibly, drive positive change, and contribute to a more sustainable and responsible business events industry.

Contemporary Marketing Practice
Year: 2

• Within this module, the key concepts and practices of contemporary marketing are introduced. The module defines marketing and explores the marketing environment and key aspects including segmentation, consumer behaviour, the marketing mix, sustainability and digital marketing. The inquiry-based learning assessment provides the opportunity to apply these concepts to today's evolving marketplace developing employability and innovation skills.

Digital Innovation
Year: 2

• This practical module explores, digital Innovation and capabilities where students apply theory in utilising digital tools and software to enhance and refine visual creations. The module is designed for students to develop a key digital and soft skills to apply to forthcoming subject related modules and those required by industry.

Year three
Industrial Placement
Year: 3

This module is optional

• Placement provides students with 48 weeks of professional work experience where they can enhance their management and leadership skills. Work placement also provides an opportunity for students to gain a knowledge and understanding of the employment context of their academic discipline and will enable each student to satisfy specific learning outcomes based on organisational, course and personal employability and entrepreneurship development needs.

Study Abroad
Year: 3

This module is optional

• The Study Abroad option is a complement to, and an extension of the learning engaged in relation to food, drink and culture, at the guest institution and provides the opportunity for each student, to enhance specific learning objectives for management and leadership, by studying in an institution with a different cultural and educational environment. Study abroad allows students to experience the food, drink and culture of another country, but also learn about sustainability, equality, diversity and inclusion (EDI) practices in that country.

Year four
Digital Strategy
Year: 4

• The module explores the current importance and future potential of the internet and digital media to business success in the various sectors of travel/tourism, leisure/events and retail/food management. It deals with planning, development and marketing of such enterprises in today's evolving digital marketplace and seeks to develop student skills with regard to digital creativity and innovation, management and leadership, and entrepreneurship from a strategic perspective to aid in future employability.

Creating Visitor Experiences
Year: 4

• This module investigates theory and current practice in the management and leadership of the creation of visitor experiences within the event and tourism industry. There is an emphasis on how event and tourism experiences that include food, drink and culture can be actively managed and take account of current trends in today's current environment, regarding sustainability and technology. This module allows students to develop professional skills of digital innovation and capabilities, along with creativity and communication, through being are engaged in practical, problem-solving activities.

Researching Contemporary Issues
Year: 4

• This module will develop and enhance the student's ability to carry out research within their chosen business field. The lecture and seminar schedule will cover the main concepts and principles encountered in research design, and each student will be required to write a research proposal on a contemporary issue.

Event Delivery and Evaluation
Year: 4

• This module examines the complete event management process. It examines the requirements for successful event management and integrates with other modules of study, in particular marketing, accounting and people management. Being involved in a live event is an integral part of this module as it provides the opportunity for students to be innovative and develop their management skills.

The Business Plan
Year: 4

This module is optional

• In this module students are engaged in practical entrepreneurship and will develop their knowledge of entrepreneurship and the entrepreneurial process. This will be evidenced through the development of a business plan for new venture creation, enterprise development, project management or a community-based development project.

Current Trends in People Management
Year: 4

This module is optional

• The contemporary workplace is changing and there has probably never been a more challenging time to be responsible for managing and leading people. Human Resource teams and Line Managers have a major role to play in driving performance, productivity and achieving sustainable competitive advantage. This module provides an opportunity for students to acquire the necessary knowledge and skills needed to help attract, engage and retain the best and most diverse talent pool nationally and internationally.

Research Paper
Year: 4

This module is optional

• Within this module, students will complete individual research on a topic of interest related to their course and chosen industry. Such inquiry-based learning allows students to further develop key employability and innovation skills while presenting the opportunity to become a subject specialist in their field.

Management Accounting
Year: 4

This module is optional

• This module focuses on managerial decision making for both SMEs and larger corporations in the tourism and hospitality sectors. The content includes costing, budgeting, investment appraisal and working capital management. The student will be expected to apply knowledge to the decision-making process and discuss alternatives relevant to the service industries.

Digital Marketing Management
Year: 4

This module is optional

• Within this module, the pivotal role of digital marketing management is examined. The key elements and practices of developing and executing comprehensive digital marketing strategies, to create impactful campaigns are explored and applied. The inquiry-based and authentic learning approach allows students to enhance vital employability skills and digital innovation capabilities while applying strategic concepts to drive sustainable business growth.

Contemporary Issues in Leisure, Tourism and Events
Year: 4

This module is optional

• This module provides students with an opportunity to research, discuss and analyse current issues in leisure, tourism and events. Lectures and seminars provide an overview of key issues but the module also has a research emphasis and students are expected to research a current issue. Although students are not allowed to use the same title this module does provide a foundation for the research paper which is an optional module in the second semester.

Graduate employers
Graduates from this course are now working for:

• Belfast City Council
• Commonwealth Games
• Galgorm Resort & Spa
• Icons Festival Ltd
• Macmillan Cancer Support
• Coca Cola
• Irish Football Association

Job roles
With this degree you could become:

• Event Manager
• Project Manager
• Marketing and PR
• Entertainment Manager
• Tourism Manager
• Arts and Culture Manager
• Leisure Manager

Career options

• Continuing growth within the events industry nationally and internationally provide wide-ranging opportunities for employment and include event and conference management, PR and marketing, tourism management, entertainment and venue management, leisure management, and sports facilities management.
• Opportunities also exist to progress onto postgraduate study including the MSc International Tourism & Hospitality Management and MSc International Event Management.

Work placement / study abroad

• During year three of the course, you have the option to complete a 48 week work placement or study aboard. The placement team has links with a range of national and international companies including Walt Disney World, Florida, Belfast Marathon, World Police & Fire Games and Simon Community.
• The satisfactory completion of placement leads to the award of Diploma in Professional Practice/ Diploma in Professional Practice (International) upon graduation. Alternatively, you can opt to complete a period of study abroad. During this period, you can spend two semesters in an educational institution, which will provide exposure to alternative business cultures and protocols and enhance your personal and professional development.
• Successful completion of the placement leads to the award of the Diploma in International Academic Studies (DIAS) upon graduation.