MARKETING MANAGEMENT FOR EVENTS, HOSPITALITY AND TOURISM

MA / PGDip

Accredited by University of Warwick

Choose Award
Duration

1 year FT / 2 years PT

Placement

Up to 6 months (optional)

Entry

February, September

Fees

View Fees

Business, Marketing and Finance
Choose Award
Duration

1 year FT / 2 years PT

Placement

Up to 6 months (optional)

Entry

February, September

Fees

View Fees

Business, Marketing and Finance

Optional six-month work placement to boost your skills and career progression

We have a global reputation in the industry for our hospitality-related degrees

Are you intrigued by the power of marketing? Do you dream of working in hospitality, events or tourism? Our Marketing Management for Events, Hospitality and Tourism postgraduate course enables you to enhance your marketing skills alongside learning how to apply them in these fields, preparing you for everything from managing hotels, business centres and events organisations to working in marketing for leading companies.

Our course focuses on developing effective marketing management skills for the modern day environment, with option modules to help you specialise your studies in line with your career aims. You will have access to a wide range of marketing resources as well as interacting and engaging with leading academics and marketing practitioners.

In addition to your studies, you will have the option of a six-month work placement to boost your industry experience, plus you can gain further practical skills in our Digital Creative Studio, including video production, podcasting and livestreaming. You will also have the chance to take on projects in a live marketing context and serve as a consultant developing marketing plans and strategies for clients.

Why should I choose this course?

  • PRACTICAL APPLICATION – Build practical media skills studying in our Digital Creative Studio and work with industry partners and clients on live projects
  • SPECIALISE YOUR STUDIES – Our optional modules allow you to gain specialist knowledge in areas such as risk and crisis management or designing event experiences
  • WORK PLACEMENT – Complete an optional six-month work placement to put your training to the test in the real world before you graduate
  • TEAM SCOTLAND PARTNERSHIP – University College Birmingham will be the home for Team Scotland at the Birmingham 2022 Commonwealth Games, offering unique opportunities for our students to work with the team and its athletes

Our facilities

Students on marketing courses at University College Birmingham have use of our Digital Creative Studio, giving you hands-on training creating promotional videos, podcasts and livestream content for social media. Our Enterprise Hive also provides a range of support services for student entrepreneurs.

Course breakdown

  • Postgraduate

Core Modules

Consumer Dynamics

This module provides the students with an opportunity to gain an understanding of consumers from a management perspective as it is imperative that marketers be equipped with an intense understanding of consumer psychology and other sociological, situational and cultural factors that influence an organisation's marketing activities.

Events, Hospitality and Tourism Insights

All events, hospitality and tourism businesses need to adopt customer focused strategies in order to succeed, or even survive in a constantly changing global market place. This module introduces the broad subject matter of events, hospitality and tourism, by drawing on aspects and concepts from the contemporary business environment. It explores the current demand for and supply of products and services within each of these industries and their subsequent economic, socio-cultural and environmental impacts. Learners will develop an understanding of the essential inter-dependence of many of the elements of these sectors and the planning and marketing associated with them. A services marketing approach will be used to investigate the use of evolving marketing techniques such as experiential marketing, service dominant logic, co-creation of value together with innovation and new product development. Learners will develop skills focussing on creativity and design and will be required to deliver an innovative pitch to explain and justify a new concept or idea.

Global Marketing

The aim of this module is to provide students with an understanding of the key dimensions of the global marketing environment from the perspective of developing a global marketing strategy. It provides learners with an understanding of marketing strategies and practices in a global context, by analysing the global marketing environment, marketing opportunities and strategic options. Using real case examples, skills are developed to evaluate, develop and implement effective global marketing programmes for businesses of various sizes.

Integrated Marketing Communications

Consumers are bombarded by media messages and marketing related communications from organisations, but the power has shifted thanks to growing consumer involvement and interactivity, utilising the latest interactive technologies. Consumers are now active and engaged, often generating their own content and co-creating communications with producers and other consumers thus raising opportunities and challenges for organisations in the events, hospitality and tourism sector. This module will give students an in-depth understanding of the marketing communication mix both from a theoretical and practical, strategic and tactical perspective exploring how different forms of communication work together, acknowledging the development of the new mediums by which organisations may communicate with stakeholder and influencer groups and how such communications affect business and society.

Marketing Planning and Operations

This module is about how to take a strategic approach in marketing planning to achieve competitive advantage. It recognises the significance of situation analysis and introduces techniques for assessing the external and internal environments that enable effective decision making. The module outlines the importance of all stages within the marketing planning process, from the audit, through strategic decision making, to implementation and the operation of plans. It outlines how managing resources and employing monitoring and measurement techniques enables the achievement of strategic marketing objectives.

Masters Research Project

This module introduces students to the disciplines and techniques required for critical appraisal of complex data and industry practice; creating research designs and accompanying research techniques; building theoretical frameworks, and the scheduling and execution of a research project. The module will develop students' skills and expertise in the essential research tools they will need for both successful Postgraduate study and as leaders in their chosen service industry sector.

Choose 1 optional module

Designing Event Experiences

The process of creative thinking and experiential design is not only considered in mega events such as the Olympics but also in small events. Learners will be equipped with knowledge allowing them to conceptualise, create and effectively design small events such as charity events and corporate events such as product launches, familiarisation trips, and conferences using the latest technology to engage with consumer senses and enhance the overall experience. The module begins with an examination of the experience with particular reference to the use of specific design practices within the context of exemplar events. Peer-to-peer learning is used to share good practice of experience design in these exemplar events Students develop skills focussing on creativity and design and produce a hypothetical sales pitch to explain and justify their event idea based around a given case study

Hospitality Operations Development

This module is about examining strategic-level operations management issues through evaluating how operations may have to develop or change to meet the future needs of the market. This evaluation will be carried out within the context of corporate strategy and the external global business environment.

Risk and Crisis Management

Aviation and tourism operate within an unpredictable and turbulent global environment and is influenced by a number of actual and perceived risks. To mitigate such risks, destinations and organisations must plan, develop and implement risk management strategies. When faced with a crisis, creative and appropriate crisis communication and recovery strategies are essential to ensure that organisations and destinations survive and sustain their competitiveness. This module will also examine the challenges of decision-making in unpredictable and crises conditions.

Strategic Brand Management

With the ever-increasing power and influence of various stakeholders on the development and success of service brands, you will explore how firms seek to gain and sustain a competitive advantage from their portfolio of brands.

Optional placement module

Professional Postgraduate Placement

If you want to get your foot in the door of an organisation then this 6 month optional placement will give you valuable experience, enhance your CV and may help your future employment prospects.

The modules listed above are reviewed regularly to ensure they remain up-to-date as well as being informed by industry and the latest teaching methods. Occasionally we may need to make unexpected alterations to modules – should this happen, we will communicate with all offer holders as soon as possible.

Entry requirements

Academic entry requirements

A 3 Year Degree with an average of at least 60%
A 4 Year Degree with an overall average of at least 55%

Postgraduate diploma

Applicants holding a 3 Year Degree with an average between 55-60% or a 4 Year degree with an average between 50% and 55%, will be offered entry onto the Postgraduate Diploma in the first instance. Those achieving Masters level passes on the Postgraduate Diploma can proceed to the Masters gaining the award in the same amount of time as if they had initially registered on the Masters Programme initially.

English entry requirements

If English is not your first language, you will need a recognised English Language qualification to meet the entry requirements onto a degree programme.

English Entry requirements for students applying from India  

Board Minimum Requirement (2021)
CBSE B Grade
ICSE 60%
Cambridge B Grade / 6 Pointer
Maharashtra State 60%
Andhra Pradesh 60%
Kerala 60%
Karnataka 60%
West Bengal 60%

If you do not have one of the above qualifications, please see here for the full list of accepted alternatives.

International English Language Testing System (IELTS)

IELTS 6.5 with no element less than 6.0

Key information

Teaching and assessment

Our course encourages a high level of participation through team-based learning exercises. You will also attend lectures and seminar debates as well as engaging with independent reading for an interactive and personalised learning experience.

Assessment will be conducted in a variety of ways to encourage you to develop a range of skills. These include case studies, assessed seminars, essays and reports, presentations, online debates, marketing plans and a live exhibition.

Our teaching and assessment is underpinned by our Teaching, Learning and Assessment Strategy 2021-2024 (UK website).

Percentage
70%

of graduate employers say relevant experience is essential to getting a job with them

Work placements

Placements provide you with vital real-life experience and help build your skills and confidence before you graduate, as well as potentially leading to a job after your studies. Our dedicated hired@UCB employability team will help you to find your ideal placement.

Our MA/PGDip Marketing Management for Events, Hospitality and Tourism course includes an optional six-month placement upon completion of the taught part of the course.

Work alongside experts in your field

Some of the employers we have worked with include:

  • Sky Deutschland GmbH (Germany)
  • Seznam (Czech Republic)
  • Bocetos Marketing SL (Spain)
  • Rescue P.A.W.S. (Thailand) 
Due to the coronavirus pandemic, please be aware that opportunities to travel overseas for placements, residential trips or project work may be affected by government travel restrictions. Please see our Covid FAQs page (UK website) for more information.
I found the modules and courses that University College Birmingham had to offer very interesting because of the practical emphasis. I met many good friends during my studies. Being at the University felt like being part of a big family, and the lecturers are very friendly and approachable.

Teck Choon Ang Marketing Management for Events, Hospitality and Tourism MA

Career opportunities

  • Conference centre manager
  • Event manager
  • Hotel manager (small hotel or deputy of larger hotel)
  • Marketing executive (postgraduate)
  • Tourist information centre manager
  • Digital marketer

Please note: The examples of roles are to serve only as a guide.

hired@UCB

Our dedicated careers, employability and placements team is here to support you in every step towards your future.

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