This module introduces core marketing concepts and contextualises them within the tourism and events sectors. Topics will include, but are not limited to:

• The development, role and importance of marketing within tourism and events organisations, destinations, and in society

• Introduction to the marketing process, the marketing environment, and market research

• Introduction to buyer behaviour and the importance of understanding customers, visitors and other service users

• Understanding segmentation, targeting and positioning

• The extended marketing mix, service characteristics and servicescapes

• Importance of understanding culture, values and global perspectives in effective marketing

• Introduction to technology and innovation in marketing eg. social media and digital marketing

To introduce students to:

1. The fundamental concepts, principles and theories of marketing.
2. Key marketing techniques and applications.
3. The use and importance of marketing in tourism and events with a particular focus on destinations.

This module will use a series of workshops to explore key themes associated with academic and professional development. Students will engage in self-reflection and analysis in order to develop a personal action plan, to be implemented throughout the year. Study and professional skills will dominate the curriculum, offering students rich opportunities to develop.

The topics will include, but are not limited to:

• Academic integrity including academic writing, referencing and responding to feedback
• Research skills - locating, evaluating and using good quality research information.
• Emotional intelligence and self-awareness: your skills, strengths and weaknesses, personality and needs.
• Learning styles and approaches
• Idea generation and problem solving
• Developing effective teams: team dynamics, negotiation and conflict resolution
• Commercial and subject/discipline awareness; understanding the academic and environmental contexts
• Personal management; planning and time management, avoiding stress and tackling assignments/exams
• Managing your professional image; CVs, social media profiles, portfolios
• Personal and professional development planning
• Career awareness and action planning

This module aims to support students in their transition into Higher Education by introducing and developing their understanding of;

• Higher Education expectations including academic research, writing, structure and UoC processes
• Independent learning including curriculum engagement, time management and understanding and using feedback  

In addition, the module aims to improve the employability of students by providing opportunities for them to;

• Develop and evidence a range of transferable skills such as teamworking, presentation skills, researching, working to deadlines and problem solving
• Explore and enhance self-awareness through skills auditing, peer/academic reviews and personal and professional action planning
• Identify the qualifications, skills and qualities required to enable them to progress into their chosen career path and articulate any current gaps

• The meaning and importance of events and the role of events in society;
• Typology of events;
• Historical development of events and the events management industry;
• Current trends and characteristics in events management and the industry;
• Events characteristics and classification - sports, arts, business, entertainment, education, festivals, MICE, niche;
• Events at different scales - community/local, regional, national, hallmark, international, mega-events;
• Events stakeholders, partnerships and the mixed economy of supply - public, private and third sectors;
• Impacts of events - economic, socio-cultural, environmental, political;
• Ethical issues related to events.

To enable students to appreciate the factors that have led to the development and evolution of events management, appreciate the key characteristics and trends in the events industry, and identify the range of impacts events may have on their environment.

Students will study a range of inter-related subjects and topics which include:  

• Event design and development;
• The event operations cycle;
• Event marketing and promotion
• Sustainability for events; 
• Event communications;
• Budgeting for events; 
• People management;
• Safety management and crowd control for events;
• Facility location, design, layout and management;
• Risk management and assessment:
• Health and safety and legal issues for events;
• Managing quality events;
• Key skills required in the events industry.

The overarching aims of this module are to enable students to identify, appreciate and develop core event management skills, as well as allow students to actively engage and learn from event experiences.

The traditional academic programme structure is not applicable in relation to this experiential learning intern-ship opportunity. The experiential content is freely structured and determined by negotiation between the student, placement supervisor and host organisation. It is generally informed by the aims and learning outcomes and by the objective of optimising added value for both the host organisation and the student experience. 

A placement conference will enable peer to peer sharing of experiential learning permit feedback and allow an analysis of the range of skills and benefits derived from the placement, it will also further develop the construction of learning logs and the portfolio.  For those unable to attend, for whatever reason, online via Teams will permit engagement and feedback.  In addition, the conference will provide an opportunity to acquire an overview of final year options and dissertation and/or project research.

For those students where costs or other geographical/logistical difficulties render visits, conference attendance or participation via teleconferencing prohibitive, there will be an augmented portfolio of activities to substitute the conference activities.

All students will engage in the drawing up of a learning agreement on acceptance of the placement that will cover a contact plan and agreed learning outcomes with their designated academic tutor and placement coordinator.

1. To provide an opportunity for students to apply and enrich their previous theoretical knowledge and understanding of course content through observation in and insights derived from working in an organisation and professional environment. 
2. To enable students to develop their practical and transferable skills in a business environment and to experience a broad range of tasks and responsibilities in different functional areas. 
3. To enable students to pursue professional and personal development in a working business environment
4. To enable students to recognise the nature of tasks, workloads, management problems and working methods in the working environment.
5. To enable students to inform the tasks, problems and scenarios presented in the business environment with theoretical concerns emanating from their studies and research and vice versa.

• Introduction to purpose of research
• The research process 
• Market research industry, research briefs and proposals
• Research ethics and code of conduct 
• Qualitative and quantitative research
• Primary and secondary research
• Research in context: design and methodologies
• Sampling methods
• Data analysis: Intro to SPSS
• Interpretation of data 
• Contemporary issues for research in practice 

The aim of the module is to provide the student with the knowledge, understanding and skills foundation to the level 6 management research project. This module covers the scoping of a research problem, design of appropriate data collection methods, data analysis and data interpretation in order to develop business-relevant recommendations. Whilst this module will provide practical experience of data collection, it will not assess data collection. The aims are as follows:

1. To understand the reasons that research is undertaken in varying contexts
2. To provide adequate preparation for scoping a management research project at level 6
3. To develop knowledge and understanding of the research process, data collection, data analysis and data interpretation
4. To create practical experience of research design and execution

Part A:      

Preparation for Experiential Overseas Learning will take place at the university of Chester during level 5 and will include:  

• The multiple facets of Global citizenship
• Ethical engagement and practice
• Cross-cultural issues and sensitivity
• Intercultural communication

Theories, models and strategies of learning

• Theories and models Intercultural competence
• Theories and models of Integration and Multiculturalism

• Critical thinking skills and models of Reflection
• Experiential learning models
• Self-directed experiential learning

Personal and placement-related skills

• Enhanced independence
• Improved command of multicultural behaviour
• Increased knowledge and confidence in their individual facets of personal identity
• Effective time management and organisational skills
• Project management – working away from University and independent study
• Self-management and personal development
• Team building and team work

Part B:            Overseas

Students will engage in experiential learning activities overseas for at least 150 hours 

The purpose of this module is to enhance students’ prospects of completing an overseas placement to the best of their ability consequently it aims to:

• To equip participants with appropriate knowledge and skills to study or work in a different cultural, linguistic and/or social environment; enhancing ethical, cultural and intercultural awareness.
• To enhance students understanding of the ethical issues related to living and working abroad.
• To increase students Global Citizenship skills
• To provide an opportunity for students to reflect critically on their experience of living and learning within an unfamiliar culture, to their 'home' culture or ethnic group.

To challenge students to learn about themselves as global citizens in terms of life skills, career choices and academic development outside the classroom.

Preparation for the year abroad will take place in Chester during level 5 and will include:

• Cross-cultural issues and sensitivity
• Host-country orientation, study methods– economic, political and social reality of the country
• Orientation specific to exchange – health, education, gender issues
• The United Nations Sustainable Development Goals
• Practical matters relating to living and studying in the wider world

Theories, models and strategies of learning

• Critical thinking skills, experiential learning       and models of reflection

Personal and placement-related transversal skills

• Effective self-motivation and independent resourcefulness
• Effective time management and organisational skills
• Project management – working away from University and independent study
• Self-management and personal development

Whilst abroad:

Students will undertake study at one of UoC’s partner universities; it is expected that students will choose a series of modules at the university abroad, which equal a full-time study load. This must be agreed by the host institution and the International Tutor. Students must supply details of their courses/modules on a learning agreement within 4 weeks of arrival at the host university, note students who fail to supply this within 4 weeks may have the opportunity withdrawn.

1. To experience academic life in country outside of the EU, enhancing cultural and intercultural awareness and increasing transversal skills.
2. To reflect on the impact of the experience in their destination on one’s own personal, academic and professional development.
3. To engage with the experience of study at a partner university to gain extensive first-hand knowledge and understanding of the relevant society from the perspective of the resident.
4. To further develop independent learning techniques.
5. To foster critical evaluation.

• The multiple facets of global citizenship
• Ethical engagement and practice
• The United Nations Sustainable Development Goals
• Cross-cultural issues and sensitivity
• Intercultural communication
• Culture shock
• Cultural adjustment
• Self- assessment of needs: identification of the range of transferable skills, competencies and attitudes employees need and employers expect graduates to possess-with a strong focus on understanding the intercultural competencies (ICC) needed to live and work abroad.
• Critical analysis/evaluation of individual requirements in relation to culture/cultural adjustment/culture shock/visas/medical.
• Critical analysis/evaluation of skills already acquired in relation to key skills related to ICC.
• Devising strategies to improve one’s own prospects of working abroad in the future.
• Devising an action plan to address gaps in transferable skills based on organisational analysis and sector opportunities.

This module promotes a reflective and critical approach to interculturality and aims to enhance students’ prospects of gaining overseas graduate employment, which will enable them to:

1. Examine and evaluate a chosen aspect of the society of a target country
2. Enhance cultural and intercultural awareness and further develop related skills.
3. Articulate clearly their career plans and take steps to prepare for their first paid overseas graduate role,
4. Take responsibility for their own learning and acquisition of identified employability skills,
5. Articulate, orally and in writing, their findings and their employability skills.

This module will use a series of keynote lectures and workshops to develop a number of core themes and concepts in order for students to successfully design, plan, manage, deliver and critically evaluate a live event. These themes will include, but are not limited to:

• Event creativity and the creative process;
• Event design and concept analysis;
• Market research and analysis;
• Event marketing and management;
• Project planning and management;
• Effective communication, teamwork and decision making;
• Leadership and management of teams and projects;
• Risk assessment, risk management and feasibility assessments;
• Financial management and control;
• Event sustainability and impacts;
• Venue design and management;
• Event technology (including AV and developing virtual / hybrid events);
• Sponsorship, sales, merchandising, pricing and ticketing;
• Managing quality events;
• Legal requirements – licensing, insurance, health and safety, equality, accessibility;
• Customer service and service experiences;
• Event evaluation and review.

To appreciate the importance of working as part of a team to create, develop, plan, manage and evaluate a live event.

To understand the critical role of individual contributions to the event planning process. 

This module will examine a range of key themes and concepts concerning weddings, sports and cultural events, their stakeholders, venue management, and their value within the experience economy. The themes and concepts explored will include, but are not limited to:

Weddings:

• The design and planning of weddings
• Consumerism and luxurification of the wedding economy
• The influence of celebrity, royal and high profile weddings
• Wedding politics (personal and regulatory), legislation and cultural contexts

• The diversity of the wedding economy: civil ceremonies; same-sex marriages; destination ceremonies

Cultural events:

• Cultural events, social and human capital
• Political and social contexts
• Commemorative events / Dark events / Religious events
• The role of music and events

• Community involvement in cultural events
• Cultural events and staged authenticity

Sports events:

• The history and development of sports events
• Development of and diversification of venues and stadia
• The role of gender in weddings, sports and cultural events
• Crowd management, control and behaviours

This module aims to highlight the significance of weddings, sports and cultural events in communities and society.

The weddings, sports and cultural events sectors will be analysed and key themes will be investigated, which link to the personal nature of the event experience.

Module Content

The main focus of the module will be on social media marketing.

• User engagement, user generated content and copywriting for online media
• Overview of social media channels like Facebook, Twitter or Instagram and how they can be used within a company’s marketing strategy
• Combining web and social media for marketing purposes Legal issues with social media channel use for marketing Social media metrics and analytics

• To understand how positive online user engagement can be fostered.
• To know a wide variety of different social media channels and understand their individual value for marketing related activities.
• To be able to analyse the effectiveness of social media marketing campaigns.
• To be able to use social media and web sources for gathering marketing-relevant knowledge about users.

This module examines how technology is used and incorporated into the development, planning, delivery, and evaluation of events. In particular, the module examines project management methodology and how technologies are used to support and enhance the event experience. 

The themes examined will include, but are not limited to:

• Introduction to Project Management

• Project Methodologies

• Project Planning and Control 

• Project Risk Mitigation 

• Project Evaluation

• AI & Machine Learning

• Big Data

• AR, VR, & XR (extended reality)

• Mobile Apps

• Robots

• Blockchain 

• Cyber Security

• Interconnected Applications

• Virtual & Hybrid Events

The module will provide students with insight and understanding into creating and managing events as projects, as well as appreciating the complex array of technologies to aid and support events and the event experience. 

Pre-placement:

• Structured approaches to researching, selecting and securing a suitable work placement relevant to the student’s interests and career aspirations*.
• Writing an effective CV. Constructing a letter of application.*
• Interview skills.*

 *Note: Students are required to undertake these pre-placement tasks during term 1 level 5, as part of the placement acquisition process and will be supported by the Work Based Learning team and the Careers and Employability department.

 Induction Programme and Placement:

• The organisational context: research-informed analysis of the placement organisation’s aims, structure, culture.
• Self- assessment of needs: identification of the range of transferable skills, competencies and attitudes employees need and employers expect graduates to possess. (Employability Skills: e.g. verbal and written communication, analytical / problem solving capabilities; self-management; team working behaviours; negotiation skills; influencing people; positive attitude, resilience, building rapport).
• Devising a strategy for integrating into the workplace and work based teams
• Completion of online assignment tasks covering sourcing and obtaining placement; health and safety procedures in general; general workplace integrity; placement requirements. 

During and post-placement: Learning effectively in and from the workplace:- 

• Devising and implementing strategies to improve own approach and performance
• Critical analysis/evaluation of approach to skill development and performance in the workplace;
• Influencing the Placement Provider’s appraisal;
• Devising an action plan to develop gaps in transferable skills based on the placement experiences;

This module aims to enhance students’ prospects of gaining graduate level employment through engagement with a University approved work placement**, which will enable them to:

• Develop their understanding of workplace practice and lifelong learning;
• Enhance their work readiness and employability prospects through development of transferable skills;
• Take responsibility for their own learning and acquisition of workplace employability skills;
• Articulate, in writing, their employability skills.

• Introduction to the research process
• The importance of research justification and scoping
• Methodological foundations of research
• Moral and ethical issues in research
• Effective project management
• Rigour and feasibility issues in research
• Quantitative methodology: Research design, data collection and analysis
• Qualitative methodology: Research design, data collection and analysis
• Writing and reporting research in context

The Management Research Project aims to draw together specific subject knowledge and skills, with a particular focus on improved self-awareness and preparation for business, by challenging students for personal and academic development to management positions and and to employability on general. 

• To undertake a research project that is 'scoped and framed' within a required degree programme of study.
• To enable the student to design and conduct appropriate in-depth research in an elected area of study.
• To provide the student with the opportunity to acquire, consolidate and apply theoretical knowledge, methodologies, and research approaches in a ‘real world’ environment.
• To enable the student to develop and utilise skills in critical investigation; analysis and synthesis of evidence; reflection and autonomous learning.

In a simulation of a marketing department task, a situational analysis and marketing communications plan will be produced. This requires marketing communications models to be applied to real-world case studies and therefore uses a mix of academic theory and practitioner resources. 

The content of this module will consider the shifting marketing communications landscape and the move to more integrated marketing communications. It will consider how marketing communications works and reviews such as interactive, digital and traditional marketing communications. It will also review the behavioural foundations of marketing communications including the profiling of customers.

The marketing communications plan aims to set out objectives, undertake planning, implementation and control of the plan. This requires consideration of material such as: strategic and tactical positioning; branding, brand management and the development of long-term strategic platforms; the analysis and application of communication tools and techniques; analysis of on-line and off-line media channels, platforms and applications; evaluating integrated marketing programmes through such as campaign control, budgeting and metrics.

To provide students with a comprehensive strategic understanding of contemporary marketing communications theory and practice.

1. To enable students to critically evaluate the underlying principles and practice of marketing communications.
2. To enable students to thoroughly examine the creation and maintenance of company and customer value through customer engagement, relationship building, brand management and targeted marketing communications techniques and applications.
3. To enable students to relate the dynamics of marketing ideas and concepts to a range of organisational contexts.
4. To develop students’ holistic understanding of the linkages between theory and practice across a range of related areas such as branding, service marketing, relationship marketing.
5. To enable students to produce viable, comprehensive marketing communication strategies across a range of channels and market types.

This module will use a series of keynote lectures and seminars to develop key themes, theories and concepts in order to develop knowledge and understanding for students appreciate the complexity in the Third Sector. These themes will include, but are not limited to:

• Appreciation of the numerous fundraising mechanisms 
• Understanding the differences in corporate giving and fundraising
• Reasons for giving and supporting the Third Sector
• The role of the Chartered Institute of Fundraising
• The role of the Charity Commission
• The impact of the Etherington report 
• Contemporary trends and issues in the Third Sector
• The role of philanthropy and altruism 
• Third Sector Regulations and Governance 
• Trustees and board management
• Financial management in the Third Sector
• Donor Pyramid and journey
• Social media management
• Association with celebrity's as Patrons and the Brand impacts
• Role and importance of 3rd sector in tourism
• Conservation, sustainability and partnerships
• Culture and representation
• Globalisation vs. localisation
• The impact of Covid on the Third Sector 
• Fundraising platforms 
• Approaches to fundraising 

The module will provide students with insight and understanding into how NGOs, Charities and Organisations in the Third Sector operate and are governed, as well as enable students to develop knowledge that will aid them in entering roles within the Third Sector. 

The module is split into four main parts.

1. Public policy & political context:
   • Public policy, relevant legislation, policy-making process locally/nationally; public sector and public services; working with politicians locally and nationally.
2. Regeneration context:
   • Regeneration & strategy and legacy planning in the role of major events, such as: Liverpool City of Culture 2008; London Olympic Games 2012; Glasgow Commonwealth Games 2014; Birmingham Commonwealth Games 2022; Edinburgh Fringe Festivals; and considering the regeneration contexts (economic, environmental, social, cultural, political).
3. Operational/emergency context:
   • Licensing & regulation; emergency planning; manslaughter legislation; crisis management; media management; traffic management; contracts & agreements; sustainable event management; sensitive venues.
4. Impact context:
   • Impacts of events - economic, socio-cultural, environmental, political/legal, technological.

To appreciate the strategic role of major events in relation to urban/rural regeneration as well as the wider impacts; analyse the public policy context of major events; and examine the key emergency and operational contexts for planning and delivering major events.

Students will be expected to understand methods, techniques and practices within the events industry to enable them to produce an accurate event proposal and potential delivery of a 'client' event. Illustrative topics include:

• Ethical issues concerning events;
• Return on investment, return on objective and return on meeting;
• Understanding and translating organisational culture for the delivery of client events;
• Developing event concepts;
• Understanding client briefs;
• Event budgeting;
• Event sponsorship;
• Event marketing;
• Event logistics;
• Event planning;
• Event evaluation;
• Event sustainability;
• Customer or client management for events;
• Event stakeholders;
• Current trends and issues affecting the event industry.

The aims of this module are:

1. To allow students the opportunity to interpret and develop a 'client' brief from concept to delivery;
2. To examine and analyse current industry related information in order to synthesise industry practice and standards;
3. To critically reflect on current trends, issues, changes and developments that are affecting the event industry;
4. To analyse and synthesise professional event management concepts, practices and theories. 

This module will use a series of lectures and seminars to develop key themes, theories, and concepts concerning managing virtual and hybrid events:

• These themes will include, but are not limited to:
• Defining Virtual events 
• Defining Hybrid events 
• Events and the Metaverse 
• Developing strategic content design 
• How to market virtual and hybrid events 
• Financial planning for virtual and hybrid events 
• Developing online event experiences and engagement
• Examining technology to support virtual and hybrid events 
• Virtual and hybrid event evaluation 
• Sustainability for virtual and hybrid events 
• Risk management for virtual and hybrid events 
• Esports & gaming 
• Future predictions for virtual and hybrid events 
• Exploring the economic and social impacts of virtual and hybrid events 
• Benefits and disbenefits of virtual and hybrid events 

The module will provide students with insight and understanding into virtual and hybrid events, how they operate, the skills required to develop, deliver and manage these events, and to appreciate how to create sustainable virtual and hybrid events.

This is a self-directed module which enables and empowers students to initiate and develop their own project concept appropriate to their discipline of study.

Students within their final year of studies are very focussed on their ultimate work aspirations, and this module aids them to gain 'graduate trajectory' and enable them to better move into their chosen profession / industry as seamlessly as possible upon graduation.  

After the initial lectures setting out the style and scope of the module and opportunities, students decide on the content of their project and assessment (co-creation), and pitch this to staff by way of an initial project proposal.

Students then receive tutorial support and supervision throughout the year and agree the form that their final assessment will take. Students are encouraged to work with other stakeholders (internally or externally) where appropriate in the developing the project or work.

The aims of the module are to promote the ideas of student independence, project management, professional skills development and professional practice.