Undergraduate course

Marketing and Events Management BA (Hons)

The Marketing and Events Management BA (Hons) programme provides you with knowledge and skills in a range of critical areas.

Events generate significant income for the UK and worldwide economy. Critical to its success is marketing. This programme aims to develop graduates able to be effective in the promotion and marketing of events. You will come to understand the principles of participant engagement and customer satisfaction, while studying in a city with a national and international reputation for events. In addition, York has recently been designated a UNESCO City of Media Arts making it unique in the UK.

  • Available in Clearing
  • UCAS Code – N8N5 | With placement year N8N7
  • Location – York campus
  • Duration – 3 years full-time | 4 years with placement year
  • Start date – September 2019
  • School – York Business School

Minimum Entry Requirements

    96 UCAS Tariff points

    3 GCSEs at grade C/4 or above (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

This Marketing and Events Management BA(Hons) programme provides you with knowledge and skills in a range of critical areas including branding and digital marketing including new media campaigns and identifies best ways to get your event in the public eye.

You will develop a thorough knowledge of the events industry whilst also gaining practical marketing skills which will make you an attractive employee in the graduate market on completion of your course. Assessments will allow you to demonstrate the your understanding by responding to live briefs and completing projects linked to your area of interest.

The course makes use case study material and project work which enables you to engage with events as a subject discipline and as a practical business process.

Alan Johnston
Director of Undergraduate Studies

Course structure

Level 1

Modules

Compulsory modules:

Preparing for Business: This module will give a broad awareness of the fundamentals in business from a financial, economic, marketing and organisational perspective. The skills learned can be applied to any business organisation but learning for this module will be likely to give greater emphasis to a small business environment with the aim to make the interdependencies of the above areas more apparent. The fundamentals will be delivered in the lecture with the aim of giving all learners a basic awareness of the various disciplines and the associated issues that may arise.

Responsible Business: 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, the role of the state or of supra-national organizations, and so on. This module aligns well with the mission of the PRME (Principles for Responsible Management Education) (PRME) initiative to inspire and champion responsible management education. The challenge in this module of applying ideas from a complex ongoing debate to contemporary business and societal issues will support students in the development of both academic and employability skills.

Marketing Principles: 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 provides an introduction to specific marketing concepts like the marketing mix. 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.

Ventures in Entrepreneurship: The aim of this module is to expose students to the exciting, challenging and increasingly complex work of entrepreneurship and business ‘start-ups’. Students will gain hands-on experience of planning, implementing and running their own business through the business simulation software SimVenture Evolution. This will give a sense of the challenges inherent in starting up and running a new enterprise. Students will also develop a critical understanding of contemporary discourses surrounding ‘entrepreneurs’ and ‘entrepreneurship’ as they are found in the wider culture and society at large.

Introduction to Hospitality and Events: The aim of this module is to introduce you to the key sectors of hospitality and events and the value of them to the economy.  You will develop an understanding of key terminology of hospitality and events and develop an awareness of how the determinants of demand has changed. A key element of the module will be to understand the key element of consumer behaviour in why people make choices.

Marketing Research: Marketing Research covers the management of customer information and research projects as part of the marketing process. It provides participants with both the knowledge and skills to manage marketing information and the more specialist knowledge and skills required to plan, undertake and present results from market research.

All modules are worth 20 credits, except Dissertation which is worth 40 credits and Study Abroad which is worth 60 credits.

Level 2

Modules

Compulsory modules:

Management and Leadership: This module provides students with a broad understanding of the key concepts and principles of management and leadership. It considers the differences between management and leadership, through the development of theories and models, and the impact on organisations of different approaches. The module also allows students to analyse their own management and leadership skills and devise a personal plan which will allow them to develop these further.

Strategic Marketing Planning: The aim of this module is to provide students with knowledge of marketing planning in a global context. With markets shifting and changing constantly it is crucial that businesses and other organizations are able to assimilate information and conduct effective marketing planning. This module provides knowledge and understanding of marketing in an applied context. Key marketing theories and principles are applied to the practical aspects of marketing planning. Students learn how to analyse marketing requirements as they affect a particular operation and work towards producing a workable marketing plan that covers all the relevant aspects of marketing. Students will use real life cases or work-based material.

Consumer Behaviour: 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.

Research Methods and Project Management: 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.

Integrated Marketing Communications: This module aims to provide students with an overview of marketing communications from both theoretical and managerial perspectives. The role of Integrated Marketing Communications will be examined as an influence on buyer behaviour and as a major element in the marketing mix.

Event Planning and Development: The conference and event market is a very diverse market, covering everything from small company board meetings, through to private parties to large outdoor events or exhibitions. This module aims to introduce you to the concepts behind event planning and assist in the development of some of the key skills required in event planning. You will gain an understanding of the multi discipline area of event management, developing the knowledge, and skills needed for effective management of a wide range of events.

Optional modules:

Study Abroad: This module is intended to accommodate flexibly the varying needs of exchange or study abroad students. For instance, this may be required when the modules offered by the host institution are sufficiently close to the modules that the student would be taking at York St John University. The module’s aim is to support students’ development in their subject knowledge while exposing them to the language and culture of the host country, whilst enhancing their foreign language skills. 

All modules are worth 20 credits, except Dissertation which is worth 40 credits and Study Abroad which is worth 60 credits.

Level 3

Modules

Compulsory modules:

Dissertation: 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.

Developing a Business Research Project: The aim of this module is to prepare students to undertake an independent enquiry through individual self-directed project work.  This module provides students with the skills and knowledge to design and plan a research project.   Students will develop research objectives, formulate appropriate methodologies, and critique literature.  Students will develop a project plan which they can undertake through their final semester.

Developing an Organisation Based Project: The aim of this module is to develop the student’s skills in conducting a research project in response to a brief from an organisation. This module acts as a bridge into the industry they research. Students develop their research skills and their ability to structure an influential document.

Digital Marketing and Communication: This module will focus on developing digital marketing and communication strategies for successfully marketing products and services and communicating effectively through online channels. The module will allow students to appraise the impact that the rise of digital technology has had upon traditional marketing and corporate communication practices, whilst allowing them to develop appropriate digital marketing and communication plans that will utilise a range of digital technologies and techniques.

Event Impact, Legacies and Regeneration: This module aims to consider the contribution of events to regeneration within 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.

Business Research Project: The aim of this module is to facilitate and express independent enquiry in 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 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.

Organisation Based Project: The aim of the Organisation Based Project is to give students the opportunity to combine investigation into an authentic challenging business project with an in-depth research-based report. This offers links with potential employers and demonstrates 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.

Managing Events: The module provides an exploration of the principles and practice required to manage an events.  You will develop skills and experience in managing events through effectively planning and subsequently managing an event. You will define the essential elements required for event management.  You will work in a team to run an event and then report back as an individual on your performance and the overall performance of the team managing the event.

International Marketing: The purpose of this module is to provide students with a detailed knowledge and awareness of marketing theory and operations at an international level.  An understanding of international marketing is particularly important in bringing together a number of contemporary management issues such as cultural diversity and strategic decision-making as well as focusing on specific marketing problems as they are represented in the context of international marketing operations.  This module develops knowledge and understanding of the international context of marketing and particular issues that affect marketing decision-making and planning at this level.  Students will be exposed to the complexities and modalities of international marketing practice by analysing product development, branding and market entry strategies in a number of international contexts.  Students will also be introduced to the operational issues relating to marketing across national and world-regional boundaries and the challenges of operating across different cultures.

Business Creation Project: This module allows the entrepreneurial student who wishes to start their own business to undertake research into a business creation opportunity that they may wish to continue following graduation. Students will undertake independent enquiry in a substantial piece of individual self-directed research work aimed at business start-up.  This module provides students with the opportunity to plan and conduct a piece of research through individual and independent activity into a business opportunity and to present their findings in using visual aids and in written format that meets professional standards. Students will make decisions on the business prospect and the viability of undertaking the venture.

All modules are worth 20 credits, except Business Creation Project and Dissertation which are each worth 40 credits and Study Abroad which is worth 60 credits.

Certificate in Management and Leadership

Modules include:

  • Responsible Business
  • Management and Leadership
  • Dissertation
  • Business Research Project
  • Organisation Based Project
 

Entry Requirements

Qualifications

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

Personal statement

Essential criteria

As well as a strong standard of written English, we also look for an 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

Canditates 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.

Teaching & assessment

Delivery

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.

Teaching & learning methods

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 giving you the opportunity to develop creative and innovative solutions to problems through Operations and Project Management, and Leadership, Innovation and Change.

Assessment & feedback

You will undertake a variety of assessments which include the use of written assignments (often in the form of reports), individual and group presentations, exams and tests, and practical activities. An essential part of the assessment is to encourage both learning and the development of skills as well as preparing you for the requirements of the workplace. You will have opportunities for formative assessment and feedback to inform your work prior to submission and you will receive detailed feedback on assessments to help you develop and continuously improve your performance whilst on the programme. Advice will be provided in relation to development, further areas for research and guidance on how to enhance your knowledge of business and practice.

Fees and funding

To study for an undergraduate degree with us, you will need to pay tuition fees for your course. How much you pay will depend on whether you're a UK & EU student or an international (non-EU) student. Tuition fees are charged for each year of your course.

Find out more about funding for Foundation Year and/or Placement Year by visiting the Funding Advice pages of our website. York St John offer special reductions to students graduating from York St John University Undergraduate degrees in 2019 and continuing directly onto Postgraduate study. Find out more about discounts and scholarships. There may also be some additional costs to take into account throughout your studies, including the cost of accommodation

Tuition fees

Home / EU students

The York St John University tuition fee for the 2019 entry to Foundation Degree, BA and BSc, PGCE Primary and Secondary and UG Health Programme degrees is £9,250 per year for UK/EU, Jersey, Guernsey and Isle of Man students.

Tuition fees may be subject to inflation in future years.

Overseas students

The York St John University tuition fee for the 2019 entry to Foundation Degree, BA and BSc, PGCE degrees is £12,750 per year for international students.

Tuition fees may be subject to inflation in future years.

Funding your course

Additional costs and financial support

COURSE-RELATED COSTS

Whilst studying for your degree, there may be additional costs related to your course. This may include purchasing personal equipment and stationery, books and optional field trips.

STUDY ABROAD

For more information on tuition fee reductions and additional costs for studying abroad, please visit our study abroad webpages.

 

ACCOMMODATION AND LIVING COSTS

View our accommodation webpages for detailed information on accommodation and living costs.

FINANCIAL HELP AND SUPPORT

Help and advice on funding your studies at York St John is available through our Money Advice service.

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