Undergraduate course

Events and Experience Management BA (Hons)

Are you creative and organised? Love the idea of working in a field where no two projects are the same?

Looking at the global events industry, marketing and management principles, this course teaches you how to plan, develop and market events to a range of audiences. Through a dynamic programme of academic study, real life scenarios and professional skills development you will gain essential knowledge in the theory and application of these techniques.

95% of Graduates from our Business Management courses were in employment or further study within six months. DLHE 2017

  • UCAS Code – N801
  • Location – York campus
  • Duration – 3 years full-time
  • Start date – September 2020
  • School – York Business School

Minimum Entry Requirements

    96 UCAS Tariff points

    3 GCSEs at grade C/4 (or equivalent) including English Language

Tuition Fees

    UK and EU 2019-20 £9,250 per year

    International 2019-20 £12,750 per year

York Business School

Course overview

Event Management requires many different skills and you will cover a wide range of approaches to the subject. From the initial planning to on-the-day delivery, you'll build the theoretical knowledge and practical skills needed to deliver successful events. You will learn to manage different types of events, how to design events, how to manage people, how to promote your event through marketing expertise, and how to build your own events business. We’ll also investigate how events can contribute to the growth and regeneration of their host regions and consider the responsibilities businesses have to the wider community.

We will prepare you for your chosen career by hosting guest lectures from industry specialists, taking you on site visits and by giving you chance to work on live briefs. We understand the need for you to develop your own personal brand identity, so we will work with you to enhance your career potential on areas such as creating a strong digital CV.

York is a great setting to gain experience of event management. Events like the Ebor Festival, the Tour de Yorkshire, Aesthetica Short Film Festival, The Yorkshire Fringe and The Great Yorkshire Show are right on our doorstep. We have partnerships with organisations throughout the city and the region and you will have plenty of opportunities to put what you learn into practice and gain real industry experience.

Special features

  • Accreditation by the Chartered Management Institute (CMI) giving you a professionally recognised qualification (Level 5 Diploma in Management and Leadership) alongside your degree
  • Throughout the course there is regular opportunity to engage with a range of practising managers, organisations, employers and entrepreneurs and take part in work related experiences and internships

Course structure

Level 1

At level 1 (year one), the modules are designed to give you a grounding in the key theoretical areas of Events Management. You will study six modules each worth 20 credits and will be introduced to a range of specialist subject areas.


The Global Events Industry

This module provides students with knowledge of the key underpinning concepts within the events industry. Students will develop an understanding of key terminology events and develop an awareness of how the determinants of demand has changed. Students will gain an understanding of the way events organisations work within the sector and will be exposed to the legal, social, economic, political, technological, and ethical issues facing events operating in a global environment. Students will gain insight into what skills, knowledge, and competencies are required in order to find work or operate effectively within any of these sectors.

Principles of Marketing

The aim of this module is to provide students with the knowledge of the theory and operations related to marketing. The ability to recognise and meet customer needs is an important factor in the success of organisations, whether they be in the public, private or voluntary sector. This module provides an understanding of how organisations can identify and address the needs of internal and external stakeholder. It also introduces specific marketing concepts like the marketing mix with a focus on the 4P’s. Students will be exposed to the wider understanding of the definition of marketing, the role of marketing, its functions and different concepts which can aid a marketing practitioner with a focus on the application and adaptation of the marketing theory.

Financial Concepts and Control

This module aims to develop students understanding of the financial environment. It will look at key sources of information for decision makers and look at the decision maker’s needs. Students will gain an understanding of the key statements in published financial accounts and how to analyse and interpret the information presented. It will also look at key information for financial decision makers inside organisations. This will include budgetary control, short term and long-term decision making.

Events Planning and Development

This module will introduce students to event planning and advance these skills to investigate planning a small-scale event. Students will research and plan for an event to a specified budget. The module will explore event planning models and the processes behind planning and staging a successful event. Health, Safety and risk implications on events will be explored and solutions discussed.

Business analytics and the Blockchain

The aim of this module is to give you a practical grounding in the skills and techniques necessary to conduct data analytics and anticipate the effects of the blockchain on both short- and long-term strategy. The module introduces the blockchain and the scope of the blockchain industry. Basic statistical models are introduced in this module. As future business leaders, students will learn to understand blockchain, explore blockchain trends, investigate the market disruptions caused by technology and the impact of blockchain in industries worldwide. The module is designed to get you over the basic hurdles you will face when beginning to learn the data analytics and management techniques, and will cover some of the basic tasks that you face as a data analyst and will put you in a position to extend your knowledge of applying your analytical techniques.

Practising Responsible Business Behaviours

This module examines the nature of business enterprise and its relationship with wider society, seeking answers to the question: what does it mean for businesses to behave responsibly? There is an ongoing debate regarding this question, with answers ranging from ‘just maximize shareholder value’ to ‘consider everyone who is affected, including unborn future generations’, with many variations in between. In this ongoing debate we encounter ideas regarding, for example, stakeholder theory, the triple bottom line, corporate social responsibility, business ethics and the role of the state or of supra-national organizations.

Level 2

At level 2 (year two) you further develop your knowledge and managerial skills. You will study six modules (20 credits each) designed to embed key knowledge in managerial practice while at the same time developing skills that will enhance your CV, you will also have the opportunity to undertake a Professional Placement in industry as part of your three courses, or extend your course to four years to include a full year in industry placement.


Managing People in Service Industries

The module provides a contextualised approach to the management of people in service industries. By their very nature these businesses are people focussed and as a consequence the management of people is a crucial element in the achievement of business success and excellence. Students will apply some of the relevant theories to real life scenarios in the context of a range of organisational structures and cultures.

Consumer Behaviour and Consumer Trends

Marketing is a key business function. Central to this is an in depth understanding of how customer desires and decision processes, (consumer behaviour), affect why and how purchases are made. This module introduces students to the complexities of consumer behaviour by analysing and evaluating the impact of the nature and scope of consumer and business buyer behaviour on marketing decisions. The psychology of the decision-making processes are studied and the implications for marketers are analysed giving an insight into how to market goods more effectively. Many argue that this is the most interesting of Marketing modules due to the scrutiny of the student’s own psychological motivations.

Events Tourism

This module will teach students the skills needed for planning, developing and marketing planned events in order to attract tourists and promote a destination's image. The subject of Event Tourism studies the approaches that cities, regions and destinations of all sizes implement to create competitive advantage. This module will look at tourism strategies associated with new, mega, major, hallmark, regional and local community events. Students will analyse the critical issues when planning, marketing and managing such events for the best outcomes for the wide range of stakeholders involved including the destination, sponsors and local community.

Managing Events

This module will provide students with the ability to appraise the complexities of events management, focussing on pre, real-time and post event management. This will be integrated with core operations management and service quality theories. The module will give students an in-depth understanding of the nature of events, the social, cultural and economic significance of events and the unique challenges of managing such activities. It will enhance employability through students undertaking a volunteering experience at an event or events.

Research Methods for Service Industries

Service based organisations frequently require both an understanding of how and why data is acquired, and an ability to collect, analyse and interpret it. These skills are also important if students wish to progress to postgraduate study or careers in consultancy services. This module considers the use of quantitative and qualitative research methods in subject contexts, and allows students to develop skills in the collection, analysis and reporting of relevant data. In addition, this module will develop students’ project planning and management skills as a tool to manage the research process.

Professional Placement

The overarching rationale for this module is for students to begin to understand and begin plan towards their own personal transition from university into the workplace. The module will provide the student with a vocational opportunity aimed at enhancing their future work readiness. It is designed to develop skills, knowledge and understanding in a range of career-related personal, professional and key skill areas. The module specifically engages with issues such as career decision making, the recruitment cycle applying for jobs, sourcing and embarking on a placement or a group or individual project, CV writing and action planning. Or

Business, Creativity and Opportunism Skills for the Workplace of Today

This module explores the fundamentals of entrepreneurship and intrapreneurship and the behaviour and skills required to 'think out of the box' to identify and pursue opportunities. You will establish what the behaviours and skills are of an entrepreneur, define creativity and innovation, as well as ask why they are so important to entrepreneurs. We will explore idea generation and evaluation techniques and learn how to recognise enterprise opportunities.

Level 3

At level 3 (year three or four), you study four specialist management modules (each worth 20 credits) while also taking a specialist research investigation (40 credits) in a subject area of your choosing.


Research Investigation

The aim of this module is to facilitate and express independent enquiry in a substantial piece of individual self-directed research work. This module provides students with the opportunity to plan and conduct a piece of research through individual and independent activity and to present their findings in using visual aids and in written academic format that meets professional standards. Students will develop research objectives, formulate appropriate methodologies, and apply problem solving and analytical skills in a business context of their choice. You will be able to choose between a traditional dissertation, an organisation-based project, a business research project and a business creation project.


The aim of this module is to facilitate and express independent enquiry in a substantial piece of individual self-directed research work. This module provides students with the opportunity to plan and conduct a piece of research through individual and independent activity and to present their findings in using visual aids and in a written academic format that meets professional standards. Students will develop research objectives, formulate appropriate methodologies, and apply problem solving and analytical skills in a business context of their choice.

Business Research Project:

The aim of this module is to facilitate and express independent enquiry on a small-scale substantial piece of individual self-directed research work. This module provides students with the opportunity to conduct a piece of research through individual and independent activity and to present their findings in using visual aids and in a written academic format that meets professional standards. Students will develop research objectives, formulate appropriate methodologies, and apply problem solving and analytical skills in a business context of their choice.

Consultancy Project:

The aim of the consultancy project is to give students the opportunity to combine an investigation into an authentic challenging business project with an in-depth research-based report. This offers links with potential employers and demonstrates an understanding of the application of business principles in a real-world situation. Students will develop their research skills alongside techniques of reporting back on findings.

Business Creation Project:

The aim of the Business creation Project is to support entrepreneurial students in their professional development as the business founders of the future. The module is intended to allow students to develop a full business proposal and plan which will be supported by primary and secondary research. This module will involve students in a demanding process of personal and professional developed, leading to an integrated and critically aware understanding of business creation from a pioneering industry and academic perspective.

Strategic Decisions for Sports and Events Business

The Sports and Events industries offer many business opportunities and challenges for managers. Knowledge in areas of management such as strategic planning, analysis of the sector and strategic decision-making is key to managing successful organisations. This module aims to help students understand the principles of strategic management applied to the sports and events sectors. The student will be able to initiate work in analysing the strategic, global and objective vision of the sectors from the business point of view and employ effective decision making.

Leadership in Context

Effective leadership is essential in sports and events organisations. This module explores the processes involved in leading and facilitating the implementation of change. Drawing on a range of theory and evidence, the module also examines the role of the organisation and wider context in shaping how improvement and innovation is or can be facilitated. Overall, this module provides students with the opportunity to identify, apply and critically evaluate strategies and interventions to support improvements at an organisational and operational level.

Strategic Event Sponsorship

This module explores the strategic implications of sports and events sponsorship as a key marketing and commercial strategy. Sponsorship has become one of the high impact areas for business success and the module will help students to understand the different types of sponsorship and know how to manage sponsorship and evaluate success. The module will look at sponsorship activation programmes and why it is such a crucial part of marketing strategy to achieve commercial objectives

Event Legacy and Impact

This module aims to evaluate the positive and negative contributions of events to host regions. The impact of events will be analysed in-depth, from the perspectives of multiple stakeholders, to understand the potential outcomes. The module will consider the capacity of events to deliver growth and regeneration within the broader context of sustainability issues

Teaching & assessment


All modules are delivered utilising a range of teaching, learning and assessment strategies including lectures, seminars, guest speakers, tutorials, workshops and a range of events and learning activities.

You are supported initially in the use of guided learning strategies in Level 1 developing towards autonomous, well-judged use of collaborative and independent learning strategies in Levels 2 and 3.


Throughout the programme, you will be introduced to a range of different teaching and learning strategies. For example, in Level 1 you will undertake simulation based learning (Ventures in Entrepreneurship) in which we use a computer based simulation to develop your business skills through developing your awareness of market forces and the decision making process you may require as a manager. At Level 2 (for example) there will be evidence of practice based learning (Management and Leadership) in which you will be expected to engage in practical based activities as you develop your skills in managing people, while also developing skills in managing projects (Research Methods and Project Management). Finally, at Level 3 you will demonstrate your skills through practice and enquiry based learning to give you the opportunity to develop creative and innovative solutions to problems through Operations and Project Management, and Leadership, Innovation and Change.


All programmes have the option of doing a year in an industry work placement. You will have the opportunity for undertaking a Professional Placement module in year 2 instead of taking a full placement year.

Contact hours

42 hours contact time per module.


As a university student, there is an expectation that you will develop from being a dependent learner to being an independent one. This means you are expected to undertake self-study and group learning. In year one you will be provided with guidance to progress your learning and self-development. By the time you get to year 3 it is hoped you will have developed greater autonomy and independence.


The academic staff who deliver the Events Management programme bring a wealth of professional experience from the world of sports businesses to York Business School. The course will also be supported the course at every level through professional accreditation, guest lectures, live projects work and internships and placements.

Entry Requirements


The minimum entry requirements for this course are:

96 UCAS Tariff points

3 GCSEs at grade C/4 or above (or equivalent) including English Language

Calculate your tariff points.

Personal statement

Essential criteria

As well as a strong standard of written English, we also look for interest and enthusiasm for the subject. This can be done in a variety of ways, either from an academic viewpoint, for example studying a business related A-Level, or through relevant work experience or placements.

Valued criteria

Candidates can demonstrate a real enthusiasm for the subject that goes beyond achieving good grades in exams. Examples of this include:

  • Career plans
  • Attending workshops or seminars related to the chosen subject area
  • Showing leadership and teamwork skills through project work or awards such as the Duke of Edinburgh or sports teams, theatre groups etc.
  • Experience of work
  • Candidates may also look to undertake professional qualifications such as accounting qualifications or CIPD

Terms and conditions

Our terms and conditions, policies and procedures contain important information about studying at York St John University. These can be accessed through our Admissions webpages.

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