Events Management: Level Three Module Outlines
Level 3 comprises two core modules, a dissertation module which runs over both semesters, and five electives (six for those taking a foreign language).
Core Modules
Events Management Dissertation (runs over both semesters)
Level 3 Core
The purpose of the module is to provide students with the opportunity to produce a representative, original piece of written work which is the pinnacle of their academic experience at EBSL. As such it should reflect a high level of synthesis of their learning: from module work at all levels,
SPA, internships and work experience, to professional goals and personal areas of interest within the international events programme.
Students will select and research a topic for potential professional development. However, the primary emphasis, is on demonstrating the ability to apply sound academic research techniques - including the collection of primary and secondary data - to their chosen topic.
Business Strategy
Level 3 Core
The module is an integrative course that draws upon previous modules delivered at lower levels, particularly the core business modules at Level 2 (marketing, finance, HRM, etc). The purpose of Business Strategy is to deliver a holistic module that ties previous disciplines together at a strategic
level in determining the future strategic direction of organisations in the context of the broad general and immediate competitive environment and their choice of competitive strategy. The emphasis will primarily be on the analysis of the external and internal environment of various organisations
and industries using appropriate theories, concepts and principles.
Students will have access to the necessary frameworks and models to analyse an organisation or an industry, its environment and make the appropriate choice of future direction and competitive scope to deliver competitive advantage. This will need to be underpinned by sound analytical, decision-making and problem solving skills. Students will need to draw upon their previous knowledge of the functional aspects of an organisation in an integrative way and determine their overall contribution to the strategic whole.
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Contemporary Issues in International Events Management
Level 3 Core
Contemporary issues in international events management and related industries are developing and emerging on an ongoing daily basis in an ever-changing external international environment. This intensive review provides the opportunity for students to undertake an exciting exploration
of current changing and future specialised issues within the international events sector. It provides the opportunity for visiting academics and practitioners in the events field to share their experience of such issues.
These issues will range through the CSR of events; sustainability and the events industry; the impact of events ( including the environmental impact); the social legacy of events; the influence of Generation X and Generation Y on conference and event attendance; future technologies and the events industry; and the increasing need for higher security and crowd safety. This module will be supported by various specialist guest speakers.
Electives
Design in International Events Management
Level 3 Elective
This elective module explores in depth the role of design in the international events industry. The focal point of the module is students' participation in a major project that will stretch across the entire term culminating in an organised event. The nature of the event changes from one semester
to another, to keep the experience fresh, up-to-date, well resourced, and allowing for best networking opportunities.
The lecture content explores the theoretical as well as practical implications of organising such an event from brand development and interior design to operations management and cross-cultural implications. On the successful completion of this module students will be able to demonstrate a strategic and critical approach to design dimension in events organisation and management.
Public Relations
Level 3 Elective
The management of reputation and the maintenance of multiple stakeholder relationships have become key requirements for enterprises of all sizes. Skilled public relations planning and execution are highly relevant to the successful delivery of international events, since these require the
sustained commitment of widely diverse interest groups, are time-bound in their realisation, and offer intrinsic news value to the media. The process of communications management with each of these groups is thus an important knowledge and skill component for the international event
planner.
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Luxury Brand Management and International Event Management
Level 3 Elective
This module provides theoretical frameworks that will enable students to understand the specificities of luxury brands as compared to consumer goods. This course provides an overview of the luxury goods sector and examines ways in which strategic thinking, creativity, and business skills and knowledge are integrated in the successful luxury goods firm. In particular, the course will focus on the opportunities presented in the events industry, where being close to innovation and creativity are two major components of development and success in luxury brands.
International celebrity and sports events are at the heart of many organisations' commercial activities, and this module aims to provide students with a basic understanding of the intricate network of business systems and techniques underpinning the management of luxury goods and services in relation to these occasions.
Enterprise Planning
Level 3 Elective
Setting up in business is increasingly recognised as a legitimate career objective (Mason, C, 2000) and is reflected in the substantial presence of Entrepreneurship in HE and student entrepreneurial activities. This pattern is reflected in the structural changes of modern economies where the role and importance of Small and Medium Enterprises (SMEs) has become significant because of the growth of services and significant technological force altering the importance of scale. SMEs have come more centre-stage for government policies as sources of innovation, growth and employment and a driver of change in developing service sectors including Events Management.
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Service Marketing
Level 3 Elective
The service sector (including Events Management) is the fastest growing and most dominant part of the economies of the UK and many developed countries: (Universities Careers Service, 2006). Service marketing is wide in terms of specific areas of growth from financial services, leisure tourism and hospitality, to not for profit and charity organisations. Marketing services is
very different from marketing physical products, the difference arises in the design of the extended marketing mix and its implementation.
‘Services are going to move in this decade to being front edge of the industry’ (Gerstner, LV,2001). Services are not limited to service industries, but they do represent a huge growing percentage of the world economy: (Zeitmal, Bitner and Gremler, 2006), which adds to the growing phenomena of the internationalisation of services. The module is extremely appropriate for EBS-L undergraduates, most of whom graduate to service industries.
Modern Gastronomy
Level 3 Elective
Events managers require life-long learning and understanding of the contribution of food and beverages as an essential part of the events management industry. The module provides the opportunity for students to develop their knowledge and understanding of gastronomic principles. The module addresses essential academic and organoleptic skills, together with an appreciation of how such skills can be applied to modern gastronomy and its importance within events management. Having developed an overview of gastronomy the module will lead to an investigation of gastronomic trends.
Additionally students will have the opportunity to develop their skills in evaluating the food and drink experience, making reasoned judgments and recommendations about how the experiences could be improved. The content is flexible, enabling students to respond to trends as they develop, and to anticipate where they may lead in the future, and the module provides the opportunity for an individual investigation into determinants of trends in modern gastronomy.
Cross-Cultural Perspectives in Business
Level 3 Elective
More and more organisations cross national borders. Success in international business means being able to understand, and operate in, the global marketplace. This requires an understanding of diverse business practices; an ability to reconcile cultural differences and dilemmas and recognise them as social elements of strategy that are important for global success; to identify the opportunities that cultural diversity presents; and an ability to manage complexity and ambiguity in a heterogeneous environment. On the level of the individual, this requires an ability to think differently, to balance one's emotions when experiencing difference and ‘otherness’, and to reconcile that experience with one's own identity.
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