COURSE CURRICULUM

This postgraduate course is designed to equip students with the skills and knowledge needed to thrive in the dynamic and evolving events industry, blending academic theory with practical experience. Throughout the program, there is an emphasis on industry engagement, creativity, and strategic planning. The module People, Relationships and Leadership in Sports and Events explores the intricacies of leadership and stakeholder management within global contexts, with a strong focus on Equality, Diversity and Inclusion (EDI). Students develop a deeper understanding of managing relationships with a variety of stakeholders, including employees, volunteers, contractors, sponsors, and audiences, supported by simulations, case studies, and guest speaker insights. Event Creation and Management provides practical training in experience design, operational planning, and project management, allowing students to plan and execute events with real-world applications. Sustainability and Innovation in Sports and Events centres on entrepreneurial thinking and the integration of sustainable practices in event planning. It covers global frameworks such as the UN Sustainable Development Goals, and explores emerging technologies like AI, digitalisation, and data analytics in creating socially and environmentally conscious events. The Marketing and Events module dives into promotional strategies, revenue generation, and the rising importance of experiential and influencer marketing, with a growing emphasis on eco-friendly approaches. Research and Insights for Decision Making sharpens advanced research and consultancy skills, enabling students to address real business challenges and provide strategic recommendations to clients. Finally, the Postgraduate Project allows students to apply their accumulated learning in a substantial piece of independent work, whether in the form of a dissertation, consultancy report, or business plan. Students will critically evaluate literature, analyse data, and generate evidence-based conclusions that reflect their expertise and readiness for the professional events landscape. This comprehensive curriculum is crafted to ensure graduates are prepared to make an immediate impact in the industry.