Events and Experience Management BA (Hons)

There is an ongoing debate regarding what characterises a ‘responsible business’, covering everything from the requirement to maximise shareholder value, to considering everyone who is impacted by the business, and everything in between. In response to this ongoing debate, this module questions and unpicks how businesses balance the need for economic viability with a commitment to behaving responsibly. You will engage with theoretical and practical perspectives on issues such as:

• The provision of environmentally safe, ethical and equal working conditions
• Sustainable procurement
• The role of philanthropy

This module will challenge you to apply your learning to complex debates around contemporary business and societal issues.

This module will provide you with a comprehensive understanding of marketing theory and its practical applications. You will be introduced to fundamental marketing concepts, including an in-depth exploration of the marketing mix, with particular emphasis on the 4Ps: Product, Price, Place, and Promotion. By examining each component, you will learn how to develop cohesive marketing strategies that are tailored to specific target markets. You will also gain an enriched understanding of the definition and role of marketing within an organisation, its essential functions, and various theoretical frameworks. 

This module uses various event planning scenarios to help you learn the fundamentals of event planning, and engage with key theories, while also developing essential academic and professional skills. These skills include:

• Project management
• Tteamwork
• Problem solving
• Leadership
• Time management
• Customer service
• Communication
• Organising
• Database research
• AI/data/digital/information/academic literacies

We will also teach you about annotation and referencing, so you can make the most out of your feedback from assessments. The skills you learn on this module will be valuable throughout your degree.

This module focuses on understanding financial statements, and how decision-makers use them. You will learn to understand, analyse, and interpret published financial statements, and explore essential information for financial decision-making within organisations. This includes budgetary control and decision-making for both short-term and long-term planning. By the end of the module, you will be able to identify information in published financial statements, understand the role of budgets and performance reports in planning and control, and select appropriate techniques for decision-making. 

On this module you will develop research and organisation skills in the context of strategic and operational planning, whilst applying knowledge of the events industry. This could involve:

• Creating and presenting mood boards for event concepts
• Conducting event analysis and case studies
• Developing event plans and coordination strategies
• Designing marketing and promotional materials
• Managing event budgets and financial plans
• Assessing risks and legal considerations for events
• Evaluating event outcomes and impacts
• Proposing sustainable practices for event management
• Exploring and discussing future trends in the event industry

On this module you will explore how modern technology and innovative practices are transforming the events industry. We will consider the use of digital tools, virtual and augmented reality, and data analytics to enhance event planning, marketing, and attendee experience. By understanding these technologies, you can create more engaging and efficient events. We will also examine current trends and future possibilities in the industry, preparing you to adapt to the rapidly evolving landscape of event management. 

There is a growing demand for professionals who can manage events that cater to international audiences and incorporate intercultural elements. By understanding cultural nuances and global trends, you will be better prepared to create inclusive and engaging events that resonate with diverse participants. This module will prepare you to navigate the complexities of organising events in a globalised and culturally diverse environment. You will build skills in intercultural communication, project management, and strategic planning, as you learn to design and execute events that are culturally sensitive and globally relevant.

This module will introduce you to the principles and practices of event design, sensory experience, and staging. The emphasis will be on creating memorable and impactful events that captivate and engage participants through innovative design and sensory elements. You will learn to design events that leave a lasting impression. The tools you will engage with include lighting, sound, and visuals, staging techniques and spatial planning, and making the most of new technologies to enhance sensory experiences.

This module will give you the knowledge and skills you need to drive sustainable business growth through integrated marketing approaches. You will learn to combine traditional digital marketing tactics with modern growth frameworks, data-driven testing, and emerging technologies. By the end of the module you will be able to implement growth marketing frameworks and develop integrated strategies across digital and physical touchpoints, leveraging data and testing methodologies to improve marketing performance. You will learn to design customer journey-focused marketing strategies and create sustainable growth approaches that balance acquisition with retention. 

On this module you will explore the strategic planning, development, and operations behind managing tourist destinations. This includes elements such as marketing and branding, stakeholder management, sustainability, tourism planning and policies, the ethics of destination management, and crisis management. We will combine theory with practical examples, giving you insights into real destination development and operational challenges. We take an international perspective by using examples of tourism destinations from across the world.

Understanding research and conducting it is a life skill, as well as being valuable to the functioning of organisations. This module will give you the foundational skills to evaluate, design and conduct research. You will learn to:

• Formulate and scrutinise research questions
• Design and propose research methodology
• Collect qualitative and quantitative data
• Analyse data, reach conclusions using it, and report it

These skills will be transferable in all fields of business, including finance, marketing, economics, tourism and events. You will also learn IT skills for survey design and statistical data analysis. For this module’s assessments you will learn to create video presentations, to work conduct and report research collaboratively, and to propose an original piece of research.

This module will provide you with hands-on, business problem-solving experience, by working on live briefs. In most cases this would include visiting the organisation, communicating your progress with clients, conducting primary or secondary research, and making recommendations in form of report and presentation. This module goes beyond theory, equipping you with authentic workplace skills and a deeper understanding of your own strengths and abilities. All of our projects are designed to develops your skills, while also helping local organisations find solutions to real problems that matters to them. 

On this module you will engage with experts from the festival and events industry, giving you an opportunity to learn from their practices and experiences. We will consider key contemporary issues in this area, such as:

• Cultural, creative and emotional capital
• Sustainability and regeneration
• Events and festivals in destinations
• New, mega, major, hallmark, regional and local community events
• Global to local challenges and issues

On this module you will develop a substantial piece of specialist work, with the support of a designated research investigation tutor. This could be in the form of either:

• A traditional Dissertation
• A Business Creation Feasibility Project

You will develop research objectives, formulate appropriate methodologies, and apply problem solving and analytical skills in a business context of your choice. You will also need to collect, analyse, interpret, and evaluate the data generated by your research. At the end of the module, you will have the opportunity to showcase your research at the York Business School Undergraduate Research Symposium.

This module focuses on career planning, job search strategies, and professional networking, ensuring you are well prepared to achieve your career goals. It will equip you with essential skills and knowledge for a successful career in the events industry, including event planning, marketing, budgeting, and project management. You will gain hands-on experience through live projects, allowing you to gain practical insights into industry trends and key players.

On this module we will introduce you to tools and frameworks used to analyse and evaluate complex, changing and emerging issues facing 21st-century organisations. Through this we will explore how organisations can create and sustain competitive advantage in the events industry. We will consider this through the lens of the United Nations Global Compact and sustainable development goals, preparing you be future leaders capable of building sustainable value in the global events industry. This includes examining the historical relationships that challenge neoliberal economic approaches in a largely Eurocentric industry, and exploring approaches to achieving social and environmental justice for host destinations. 

This module addresses the increasing demand for sustainable practices in event management, with a strong emphasis on social justice. You will learn to design and manage events that minimise environmental impact, while promoting inclusivity and equity. By exploring the intersection of sustainability and social justice, you will develop strategies to create events that benefit both communities and the environment. This module will prepare you to lead the industry towards more responsible and ethical event management practices.

On this module you will explore the link between consumer behaviour and event management. You will learn about psychological principles, including theories and models of decision-making, and the factors driving consumer behaviour. You will then go on to identify and address these motivations, examining how consumers perceive events and form attitudes, and using psychological principles to create engaging event experiences. The module also covers strategies to enhance engagement and satisfaction, research methods for gathering insights, and the role of branding and communication in shaping experiences.