Events Management: Level Two Module Outlines
Level 2 is made up of three semesters - one spent in London, and two spent abroad at partner institutions. While in London you will take four core and one elective modules. While abroad, all modules are electives to be selected by you, as per the partner institution's offering.
Core Modules
Events Marketing
Level 2 Core
With the proliferation of international events the role of marketing is critical in ensuring its success. More than ever, events managers need to understand how to identify their target market, develop an appropriate product, select the most effective pricing strategy, promote the event to
a relevant audience and so on. Marketing the event should be the concern of all of those involved in its preparation and not simply an after thought viewed as the sole preserve of the marketing department. This module will introduce students to the core principles of marketing and show how an understanding of these principles will help ensure that their event is a success.
Destinations and the MICE Industry
Level 2 Core
This module reviews the recent development and growing importance of the MICE industry (Meetings, Incentives, Conferences, Exhibitions) to national and international economies as a whole. Coverage will be given to individual elements of the four MICE industries, incorporating in-depth theoretical approaches and a wide variety practical case studies in the implementation of meetings, conferences, exhibitions and incentive travel in modern day commerce. The module develops the student's learning derived from previous IEM programme modules, and demonstrates how the industry significantly impacts upon a variety of commercial strategies including human resource management, marketing and business development.
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Managing Human Resources
Level 2 Core
This module seeks to enable students to handle the Human Resource challenges faced within a highly flexible and adaptable contingent organisational environment. It not only provides students with an introduction to the principles of Human Resource Management but also to flexible employment practices and the challenges of leading and managing teams of core and subcontracted workers within the field of International Events Management. The module provides a clear linkage between academic study and the application of effective management and communication
skills to both the classroom and the workplace.
This module offers students the opportunity to practise these core management skills in a safe supportive environment and to reflect upon and to improve upon these performances. Finally, it provides a detailed knowledge of the major theories of HRM and an awareness of the variety of
HRM ideas, contexts and frameworks.
Risk Management for Events
Level 2 Core
This module develops the student's learning derived from the first year programme of event management modules and demonstrates how those aspects are managed through various processes and models. The importance and relevance of all aspects of risk management in the
organisation of successful events will be covered in lectures and seminars, with frequent use of case studies to illustrate key points. Students will note essential considerations in the identification and management of event risks, and will be able to apply this learning to a live event being organised and delivered in a complimentary course module.
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Culture and Tourism
Level 2 Elective
Culture understood in the widest sense is a an increasingly important driver of international tourism. Here it is understood to comprehend artefacts and practices ranging from arts across sports and food to constitutional occasions. For the study of event management it is valuable to
understand the concepts of national culture, the ways in which the creators of events position these cultural artefacts and practices to provide the rationale for the events and the potential for the growth of such exploitation.
The module assumes that in a globalised economy with a high
degree of homogenisation of culture, there is expanding potential for the effective marketing of actual or perceived cultural difference. An important element in the module is the development of an understanding of the way in which culture and 'heritage' are produced, the ideological implications of this production and its relation to the tourist and events management sectors.
Central is an emphasis on examining current practice in the event management sector in terms of promoting 'culture'-based events to different markets, and proposing further developments in the field.
Food and Society
Level 2 Elective
Events managers require life-long learning and an acute understanding of the contribution food and beverages make in the events management industry. This module extends the scope of the core studies of the International Events Management programme by examining the wider issues of food and society, engendering an understanding of the historical arc of gastronomy, the role of great chefs in its development and practical knowledge of the business disciplines behind the role of food in contemporary events management.
The module provides the opportunity to critically analyse and evaluate the social and economic factors which interact and influence consumers' food and beverage choices and cuisine preferences, combined with a thorough understanding of the financial, managerial, entrepreneurial and
practical issues behind successful events management catering.
Integrated Marketing Communications for Events
Level 2 Elective
This module offers an in-depth exploration of the approaches to, and implementation of, Integrated Marketing Communication (IMC) within the events industry, its tools and methods, and criteria for effective evaluation. Expanding on the principles explored in the Events Marketing module, this module emphasises the ever-greater need for integrated and targeted marketing campaigns within the global events world. The overall importance of effective marketing to the commercial success of events is highlighted by many authors including Hoyle (2002): ‘regardless of the nature of your event, its success will largely depend on promotion’.
The module explores, in detail, a variety of integrated marketing communication theory, methods, tools and processes for effective implementation. It discusses the importance of message and target consumer alignment, and covers crucial content in Advertising, PR, Sponsorship, E-marketing, and Corporate Hospitality. Recent developments in viral marketing campaigns, the importance of social networking sites, and IMC processes for the successful achievement of events promotional objectives are also thoroughly considered.
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