Program Overview

MARKETING MANAGEMENT FOR EVENTS, HOSPITALITY AND TOURISM

Overview

This course is subject to validation and approval.

The Marketing Management for Events, Hospitality and Tourism postgraduate course combines developing your marketing skills with exploring how to apply them to these dynamic industries, giving you specialized expertise for a variety of roles ranging from hotel and business centre management to events companies and marketing positions with major firms.

Course Breakdown

Core Modules

• Global Marketing for Events, Hospitality and Tourism: The aim of this module is to provide you with an understanding of the key dimensions of the contemporary global marketing environment and its significance in hospitality, tourism and events.
• Dynamics of Consumer Behaviour: Consumer behaviour is always dynamic. In this module you will learn how marketers profile their customers, evaluate psychological, sociological and situational factors to predict consumer behaviour, and in turn, evaluate the success of their strategies with their targeted audiences.
• Digital, Social and Integrated Campaign Management: The aim of this module is to provide you with the practical skills and theoretical knowledge of managing a wide variety of digital, social and integrated campaigns.
• Analytics for Decision Making: The aim of this module is to provide you with the practical skills and theoretical knowledge of making effective data-driven marketing decisions.
• Applied Masters Project: This module extends and develops your knowledge and ability in focusing upon, and preparing for, industry research.

Entry Requirements

Academic

• MA Marketing Management for Events, Hospitality and Tourism: A grade classification of 2:2 is required, or international equivalent.
• PGDip Marketing Management for Events, Hospitality and Tourism: A grade classification of third class is required, or international equivalent.
• There are no subject pre-requisites for this programme.

Work-based

• We also consider applicants who are currently employed and wish to apply to University College Birmingham.
• To apply, you must have five years of relevant managerial work experience, demonstrating in-depth knowledge of the sector for the subject matter you are interested in pursuing.
• A reference detailing your roles and responsibilities from your line manager and a meeting with the programme team will usually be scheduled prior to a place being offered.

International students

• For academic and English entry requirements for EU and international students, please visit the Country Specific Information page.

Key Information

Teaching and Assessment

• This programme has been structured into four 30-credit taught modules, sequenced in blocks.
• Providing accessible and inclusive teaching and learning through a block, blended pedagogy, it will allow you to focus on understanding individual topic areas, while providing flexibility for you to plan your study around your work commitments.
• The course will be delivered through a range of methods which include attending lectures, seminar debates, enterprising workshops, and interacting with guest speakers and leading entrepreneurs from industry.
• You will also be expected to engage with independent reading and research to ensure an interactive and personalised learning experience.
• Our course is assessed through coursework – there are no examinations.

Timetable

• We understand that you need to balance study with work, so wherever possible your lessons will be timetabled into 2-3 days a week.

Tuition Fees

• Home Students: If you are a home student enrolling on a postgraduate degree course at University College Birmingham in 2024/2025, the tuition fee for full-time study will be £9,350 per year. For part-time study, the fee will be £4,675 per year.
• International Students: If you are an international student (or have been fee assessed as an international fee payer) and enrolling on a full-time postgraduate degree course in 2024/2025, the fee for the academic year will be £15,000. If you complete a placement year, there will be an administration fee of £500 for a full year or £250 for a half-year placement.

Career Opportunities

• Conference Centre Manager: Average Salary: £36,000
• Event Manager: Average Salary: £33,000
• Hotel Manager (Small Hotel or Deputy of Larger Hotel): £27,500 - £31,000
• Marketing Executive (Postgraduate): Average Salary: £37,500
• Tourist Information Centre Manager: Average Salary: £30,000
• Digital Marketer: Average Salary: £30,000

Meet Your Lecturers

• Kathryn Hayat: Associate Professor and Head of Department
• Gwyneth Stewart: Senior Lecturer
• Faiza Khan: Lecturer
• Nikki McGavin: Lecturer in Hospitality & Tourism