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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Page last updated 11/3/2010