Module descriptions for BA (Hons) International Events Management

Term 1

Financial and Management Accounting

This module covers the use, analysis and interpretation of accounting information by managers. You will explore the key financial statements that are used by managers and shareholders to make informed decisions, and learn how to prepare, report on, analyse and interpret financial accounting information. You will also look at the regulatory framework underpinning accounting concepts and standards and their effect on asset valuation and profit.

Introduction to the Events Planning Industry

This module introduces the concepts of events planning and management in the context of the broader international business world. You will gain an overview of key areas of events management, including staging, logistics, marketing, human resources, cost-control and budgeting, risk management, supporting hospitality operations, evaluation and reporting. Underpinning these core areas, you will learn about project management and explore the impact of events.

Professional Skills Development

This module will equip you with the essential skills to research and compile academic and commercial reports in a professional way. You will also learn how to construct a well-written CV, complete application forms and develop effective oral presentation skills. The module will also introduce the concept of reflective personal and professional development and provide opportunities for effective planning practice.

Project Management and IT Skills

Project management is an essential skill in today’s complex business environment and particularly so in events management. You will learn the underpinning principles of good project management and how to use tools such as Microsoft Project to manage tasks and resources. You will build your understanding of the major areas required for project control, evaluation and managing a project team. You will also develop skills in scheduling tasks and resources, working out costs, tracking progress and identifying critical paths.

Term 2

Events Operations Project Planning

The ability to plan a project correctly and precisely is a major requirement for any event, whether it is domestic or international. You will learn about the individual elements that contribute to the success of an event project through examples of best practice in operations management and by planning and coordinating your own live event. You will work as part of a team to establish event objectives, and manage stakeholders and suppliers, budgets, marketing, logistics, operations and risk.

Economics of Tourism and Events

This module introduces micro and macroeconomic concepts, and evaluates the economic environment in which business and government decisions are made. You will explore theories of individual behaviour, including consumer decision making, as well companies’ conduct in different market structures. On the macro level, the module examines inflation, unemployment, business cycles, economic growth and government economic policies. You will analyse the national economy in a global environment that includes international trade, monetary and financial systems.

Introduction to Comparative Law

An international event is likely to cut across several jurisdictions, with benefits and constraints resulting from the law in different locations. This module compares English law (a common-law system) with other civil jurisdictions, and looks at how it applies to business. You will explore the legal concepts that are likely to have an impact on international events management, and learn to apply legal rules and principles to real and hypothetical situations. The module also encourages the use of legal reasoning in relation to international events situations.

Term 3

International Destination Management

This module highlights the growing economic and social importance of the meetings industry to national, regional and city economies. You will develop a critical awareness of the functions, activities, challenges and opportunities faced by international destination management organisations. Using a wide variety of practical case studies, you will explore the planning, implementation and management aspects of meetings, conferences, exhibitions and incentive travel programmes. You will also examine the role that social media and new technologies play in international destination marketing.

International Events Marketing

With the steady growth in international events, the role of marketing is critical in ensuring that your event is a success. More than ever, events managers need to understand how to identify their target markets, develop an appropriate event concept and select the most effective pricing strategy. You will learn about the core concepts of marketing, and how to apply them in developing a marketing plan. Looking at real-life marketing and advertising campaigns, you will analyse how they worked or could be improved. Working in a team you will develop your own events marketing pitch.

Managing Human Resources

Human resources management (HRM) within events management often is the responsibility of line managers and senior managers rather than a dedicated department. Generalist managers must therefore be aware of the legal, administrative, operational and strategic aspects of HRM, and its importance to the organisation. Recruiting, motivating, retaining, training and rewarding staff are essential for a modern company to get right. You will become familiar with the range of key HR functions and activities, and learn to apply them to events management situations. The module also covers issues such as health and safety, and the law as it applies to events management.

Risk Management for Events

This module aims to develop your understanding of the importance of risk management in planning and delivering successful live events, with emphasis on operational responsibilities and requirements at the chosen venue and event destination. Using a variety of real-life case studies, you will learn about different categories of risk, including those associated with the venue, delegates and suppliers, and how to formulate a risk management plan.

Term 5

Placement Learning Project

In Term 5 you have the option to embark on a 16 to 20-week Placement Learning Project, replacing one of the study periods abroad. This involves working in a host organisation as an intern and team member to put your academic learning into practice and gain experience of a real-world working environment. To complete the module, you will submit a report analysing your host organisation and your working experiences. The PLP is undertaken in addition to the 30 weeks of work experience.

Term 6

Business Strategy in Events

This module provides a general framework for understanding events in the context of the organisations they serve. You will evaluate the importance of strategic decisions within an organisation and how these influence events strategy. You will also consider how and when events strategy might influence the wider marketing and business strategies of the organisation. The module also ensures that your knowledge of events and business strategies is current, introducing newer developments and concepts within the discipline.

International Events Management Dissertation (continues in Term 7)

This module, spread over semesters 6 and 7, offers all students the opportunity to carry out a significant piece of independent study relevant to international events management. You will produce an original piece of written work reflecting your previous learning at all levels, plus work experience and time spent abroad. You will be expected to offer contemporary commentary on specific international events issues, to select and evaluate appropriate models and concepts within the field of international events management, and provide creative, individual solutions to the chosen events management problem or issue.

Strategic Communication in International Events Management

This module encourages you to critically analyse and review several key themes in the modern world of international events management. These are corporate and personal branding and their effect on professional and personal marketing, sustainability, professional ethics and personal development planning. You will explore contemporary case studies to understand how these themes are applied to a wide variety of industry organisations, and consider developments within the industry which will shape its future.

Term 7

Fashion, Music and Sports Event Management

This module examines the significant contribution of a wide variety of fashion, music and sports events. You will explore different events from an international perspective - reviewing, analysing and comparing the impact, challenges and marketing activities involved. To complete the module, you will take part in organising and producing a live charitable fundraising event to be held at Regent's University London at the end of the term.

Elective modules

Advertising and the Media in the Marketing Environment

Effective use of advertising and media are fundamental to a marketing-oriented organisation. This module offers the fundamental knowledge and analytical skills you will need for advertising projects or careers in advertising. You will explore current academic advertising theory and contemporary practice, and learn how to develop effective advertising and media research projects on the basis of sound evidence and analysis.

Cross-Cultural Perspectives in Business

Success in the global marketplace requires an understanding of diverse business practices and the ability to respond to cultural differences. This module looks at the complex concept of culture and analyses contemporary social and cultural issues in the workplace. You will explore the impact of culture on business communication, and the challenges of working in cross-cultural teams. The module also explores human resources issues in cross-cultural contexts, including staffing strategy in multinational organisations.

Design in International Events Management

This module explores design as a practice and discipline in relation to events management. You will look at the relationship between design thinking and marketing communications and learn how to develop an event design pitch. The module examines current practices in designing events, understanding audiences, the meaning and interpretation of events, and design in cross-cultural contexts. You will gain a current industry perspective from guest speakers and learn through practical design application tasks.

Enterprise Planning

The dynamic nature of business requires an entrepreneurial culture and the ability to work flexibly. This module offers a learning experience that develops skills for your future development, both academic and professional, and an approach that will enable you to identify and manage change. Working as part of a group, you will identify a market opportunity for an event or small business, and conduct the necessary research and development to convert a perceived opportunity into a business plan.

Food and Society

This module looks at the history of gastronomy, the role of great chefs and the business disciplines behind the role of food in contemporary events management. You will explore a variety of approaches to the study of food eating, and build the skills to apply your knowledge in a commercial environment. You will learn to analyse food, both gastronomically and financially, across a range of locations and styles, and explore the role food plays in events management, from cutting-edge functions in the creative industries, to business and other catering disciplines.

Integrated Marketing Communication for Events

This module considers the importance of integrated marketing approaches to a wide variety of organisations and how events feature within these. Different objectives and strategies for integrated marketing are analysed, and you will investigate how a combined use of marketing communications techniques may provide added value to all stakeholders. You will also look at the development of experiential marketing, its inherent benefits and challenges, and the future of this part of the industry.

Introduction to Global Political Economy

This module offers an overview of theories, structures and processes associated with global political economy. You will explore significant trends, such as regionalism and globalisation, that are shaping the world’s structure and affecting the management of organisations, conferences and events around the globe. You will also look at the aims and activities of important international organisations and their impact on the global political economy, and analyse events occurring and relationships formed around the world.

Introduction to International Organisational Behaviour

This module explores that ways that people (individuals and groups) act in organisations. You will learn about the varied and interacting forces which have an impact on people in the workplace, and possible management responses. You will also explore the importance of teams in organisations and develop your own capability to work in teams. The discussion focuses on events management where possible, but the principles apply to every working relationship. Diversity and globalisation are real challenges and you will explore national and organisational culture,
as well as the management of diversity, creativity and innovation.

Introduction to Writing for the Media

Events managers must know how to create a profile that is newsworthy, by generating real stories that appeal to the media. This module will equip you with the understanding and skills to commission, write and manage media strategies. You will gain expertise in working across all media – print, web and broadcast – and learn the forms and styles used in writing for the contemporary media, from blogs, social media and viral marketing, to more traditional news, features and press releases.

Luxury Brand Management and International Events

This module introduces the specific and unique characteristics of the luxury goods industry and the different marketing techniques that are used, with a focus on luxury events marketing. You will discover the major challenges that are often faced by luxury companies through contemporary case examples that emphasise the actual management of product and service brands in the luxury business. Guest speakers form a vital part of the programme. You will learn how to approach problems from a global perspective, and about innovation and creation, two major components of development and success in luxury brands internationally.

Media Technology for Events

Modern events are built around the use of media technology, such as video, lighting, audio and projection systems. In areas of the corporate world such as events management, advertising, consultancy and public relations, the use of such media is commonplace. You will develop the practical media technology skills needed to organise an event and learn how to plan, organise and manage a team in preparing a project. You will learn to use specialised lighting, sound, projection, video production and video conferencing systems. The module also explores the background and future developments of the multi-media industry.

Modern Gastronomy

This module provides the opportunity to develop your knowledge and understanding of gastronomic principles and explore gastronomic trends. You will explore food and wine from various regional and international cuisines and develop your skills in evaluating food and drink experiences, making reasoned judgments and recommendations about how the experiences could be improved. The content is flexible, enabling you to respond to trends as they develop, and to anticipate where they may lead in the future.

Services Marketing

The service sector is the fastest-growing and most dominant part of the economies of the UK and many developed countries. The sector ranges from financial and professional services to leisure, tourism and hospitality, and includes not-for-profit and charity organisations. You will learn about the differences between marketing services and products, and how to design and implement successful services marketing strategies.

 

Last updated: 10 September 2014