Programme And Module Handbook
Course Details in 2021/22 Session

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Module Title LI Event Management and Destination Marketing
SchoolBirmingham Business School
Department Marketing
Module Code 08 32117
Module Lead Module Co-ordinator: Inci Toral
Level Intermediate Level
Credits 20
Semester Semester 2
Restrictions None
Contact Hours Lecture-36 hours
Seminar-8 hours
Guided independent study-156 hours
Total: 200 hours
Description The events industry, including festivals, meetings, conferences, exhibitions, incentives, sports and a range of other events, is rapidly developing and making significant contributions to the economic, social, cultural and business environment. Consequently, events have amplified importance on destination marketing activities. With the increased regulation requirements and the growth of government and corporate involvement in events, they comprise complex interactions among several stakeholders, such as the participants, event venue, design, the management system flow, volunteers, staff, and government. Event managers are now required to identify and service this wide range of stakeholders and balance their needs and objectives.

The main aim of this module is to introduce participants to the theory and practice of Event Management and Destination Marketing. The module comprises the basic concepts in Event Management and Destination Marketing through a marketing and communications perspective, including but not limited to: the strategic purpose of special events, event objectives, the importance of event theme, marketing planning and communications, and the key areas in event planning process. The Destination Marketing perspective will invite students to explore the role and importance of destination branding and management in crafting, securing and maintaining a desirable market position.

The management of a destination is crucial to ensuring ongoing investment, visitations and interest. The module will explore contemporary Destination Marketing issues such as; stakeholder management, crisis response, destination regeneration, film tourism and the impact of social media. The module will consider the strategies for creating successful Destination Marketing campaigns. Students will critically review the implications and effectiveness of Destination Marketing efforts with a particular focus on the economic, socio-cultural and environmental impacts of tourist development.

These topics are taught in lectures using blended methods such as in-class exercises and video discussions, and backed up by case study analysis. Students are expected to have completed background reading, work on exercises, and prepare for case studies out of class time.
Learning Outcomes By the end of the module students should be able to;
  • Demonstrate the necessary skills to pitch an event as required by the events industry.
  • Demonstrate an understanding of events industry and destination marketing within its broader context.
  • Show a critical knowledge and understanding of the qualities and abilities needed by an Events Manager and of the organizational and team challenges they face
  • Critically evaluate the importance of Event Management and Destination Marketing, specifically from 3 perspectives: marketing and communications; planning and strategy
  • Demonstrate knowledge and critical understanding of planning, scheduling and managing events using key event management processes and techniques
  • Critically assess the importance of sustainable events and destination marketing activities
  • Critically evaluate the key issues affecting the events industry and destination marketing activities
  • Develop and demonstrate an experiential understanding of different roles in event management industry and destination marketing
  • Debate the role of destination marketing in the broader context of events industry
Assessment 32117-01 : Group Presentation : Coursework (20%)
32117-02 : Group Report : Coursework (20%)
32117-03 : Individual Assignment : Coursework (60%)
Assessment Methods & Exceptions Assessment: Group presentation (20%) and 1500 word group written report (20%) and Individual essay x2000 (60%).Reassessment: x4000 word written assignment (100%)
Reading List