COURSE CURRICULUM

The course begins with Block One: Cultural Festivals and Live Music Events Practice, where students explore the live sector, focusing on festivals, cultural events, and the live music industry. The module covers the political, social, and cultural forces shaping festivals, as well as the roles of key managers like tour managers and promoters. Students learn about practical aspects of event planning, project management, health and safety, and copyright. The module culminates in planning and delivering a digital, live, or hybrid event, allowing students to apply theory to practice. Block Two: Marketing Principles in Sport and Cultural Event Contexts teaches marketing principles and their application to sport and cultural events. Students study segmentation, targeting, the marketing mix, sponsorship, and branding in the context of national and global events. Block Three: Digital Entrepreneur in the Cultural Industries focuses on the impact of digital tools and technologies in the arts and culture sectors. The module explores how digital media, social media, and new business models are transforming audience engagement and cultural participation. Students critically evaluate how arts management practices and business models are evolving in response. Block Four: Events Leadership examines leadership skills necessary for managing cultural, sporting, and commercial events. The module teaches students how to motivate teams, manage stakeholders, and ensure successful event delivery. It also emphasizes professional development and employability skills, preparing students for their final project. In Blocks Five and Six, students choose between two options: Dissertation or Work Based Project. The Dissertation option allows for independent research on a topic related to the course, demonstrating originality through primary research or new analysis of existing work. The Work-Based Project provides practical experience working with a festival or event company, allowing students to apply their knowledge in a real-world setting. Both options require a report for assessment.