BA (Hons) Events and Leisure Marketing

Bournemouth University
In Bournemouth

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Important information

Typology Bachelor's degree
Location Bournemouth
Start Different dates available
  • Bachelor's degree
  • Bournemouth
  • Start:
    Different dates available

The leisure sector is made up of many exciting industries including tourism, sports, media, hospitality, gaming, retail, music, art and many more, where the role of experience is the central motive for the customers. This dynamic and modern marketing management degree will help you to develop the specialist knowledge required for this varied and extensive industry.
During the course you'll not only explore conventional marketing, but also the new forms of experiential marketing, including the significant role of events as a marketing tool for engaging audiences. As well as your minimum 30-week work placement, you’ll plan and execute a live event for a real client with other students, giving you first-hand experience of the challenges and rewards of events management. What's more there are extensive options in your final year to allow you to shape your degree to match your interests.
Our final year students gave this course the highest possible satisfaction score (100%) and all of them also said that our staff have made the subject interesting. Why not come and meet us to find out for yourself what makes this course so good.
I cannot imagine graduating without all the knowledge, experience and friendships I acquired over the placement year at Lenovo. I’m very grateful to BU for the opportunity and support during those 12 months.” – Ruben Rocas, 2016
Join us for a webinar on Friday 18 November at 2pm to find out more about this course.
All statistics shown are taken from Unistats, Destination of Leavers from Higher Education (DLHE), BU institutional data and Ipsos MORI (National Student Survey) unless otherwise stated.


Where and when

Starts Location
Different dates available
Fern Barrow, Talbot Campus, BH12 5BB, Dorset, England
Starts Different dates available
Fern Barrow, Talbot Campus, BH12 5BB, Dorset, England

What you'll learn on the course

Financial Management
Decision Making
Digital Marketing
Climate Change
Communication Training
Financial Training
Learning Teaching

Course programme

Course details On this course you will usually be taught by a range of staff with relevant expertise and knowledge appropriate to the content of the unit. This will include senior academic staff, qualified professional practitioners, demonstrators, technicians and research students. You will also benefit from regular guest lectures from industry. Previous guest lectures have included the Director of Ideas and Innovation from The Marketing is the Experience and the PR Director of the Britain for Events Campaign. Year 1 Core units Events & Leisure Context: Gain a sound underpinning of the events & leisure industry's organisation, significance and development in modern society. You'll learn about the principles and practicalities affecting the industry, as well as national and international developments. Experiential Marketing: An introduction to experiential marketing and how to use it in leisure marketing. You'll learn how to design, execute and control an integrated marketing plan. Economics for Marketing Professionals: How economic theories are relevant to a marketer's work, and how to use these theories. You'll learn how the economy works, how economists analyse and explain consumer and business behaviour and how Government actions affect business performances. Social Psychology: Understand social, cultural and ethical parts of the human condition and how these shape our identity, values and motives, and our decision-making in the real or imagined presence of others. Learn how behaviour is influenced on a global scale. Applied Events & Leisure Studies: Develop your enquiry, analytical, reflective and presentation skills. You'll learn to understand the perspectives, principles and practicalities in a leisure and events context through investigating leisure and events spaces and situations. Events & Leisure Innovation: Product innovation and the role it plays in marketing leadership in a competitive events and leisure environment. You'll learn about the skills you'll need to develop a product, and the issues which face this. Year 2 Core units Business Finance & Budgeting: Learn how to effectively plan, monitor and analyse performances in this sector. You'll develop short and medium-term decision-making skills, which will help you prepare for management and accounting demands in the industry. Marketing & Digital Communication: The theory and practices of integrated marketing communications and how this influences potential customers. Learn how to mix of communication techniques for a product, market and budget, and develop skills for working in a small organisation's marketing department. Personal & Professional Development: Understand the relationships between an organisation's personnel and human resource management. You'll learn about the range of human resource practices to help you manage people in events, leisure and marketing organisations, and the legal frameworks which govern this. Consumer Cultures for Leisure: Analyse the processes that influence human behaviour, and modern issues affecting consumption and society. You'll learn to understand consumer cultures and consumption practices in the leisure industry. Event Planning & Implementation: Experience the real-life use of event management theories while working as part of a group. You'll develop a positive attitude to risk-taking and entrepreneurship through creative and innovative thinking, and put on an event using a broad marketing strategy. Research Design & Analysis: This unit will teach you about research methods to help you prepare and interpret data for business and research projects, giving you sound basis for decision-taking. You'll evaluate the suitability and benefits of these methods. Year 3 Placement: A minimum of 30-weeks supervised work placement in the UK or overseas which gives you the opportunity to turn theory into practice in a business environment. Year 4 Core units Dissertation: A piece of independent work that involves collecting, interpreting and analysing data. You'll share your key findings through a sustained and balanced argument. The dissertation will develop your analytical and problem solving skills. You'll develop a critical attitude to research methods, and the ethical issues associated with researching. International Strategic Marketing: An overview of decision-making in all types and sizes of marketing organisations across the globe. You'll learn about where a marketing strategy fits in an organisation's corporate strategy. Strategy & Change Management: Understand the structural and progressive processes organisations use to make brighter futures. You'll also learn about the conflicted role of change management. Option units (choose two) Arts Marketing: Develop your marketing skills within the context of the ‘arts’ in their widest meaning. You'll face questions about organisations and artists' marketing strategies, which will challenge some of your previous assumptions. You'll also develop an understanding of what an ‘experience’ is in an arts and marketing context. You'll use creativity to develop a marketing theory for solving a practical arts marketing problem. e-Business: You'll analyse and evaluate the implications of changing information communication technology, in terms of how this might affect or has already affected the service sector. You'll explore the opportunities and threats technology presents to consumers, businesses and public sector organisations. Fashion Marketing: The fashion industry is present in all areas of the service sector. You'll get the opportunity to explore how fashion can be used, through marketing, in this sector to appeal to fashion-conscious consumers. You should consider choosing this unit if you'd like a career involving fashion. Languages: Language skills for social and professional contact at home and overseas. It builds on your previous learning by introducing you to a range of occupational situations and strategies for effective business communication. Retail Place & Space: Places and spaces for retail and the types of consumer experiences, including leisure, recreational and tourist perspectives on service spaces. These theories come from intense studies of three key areas that have created philosophical and conceptual interests in recent decades, and cover more than the service and retail industries. Small Business Management: Learn about the role of small businesses in the economy, along with their aims, strengths and weaknesses. You'll develop enterprise awareness and an entrepreneurial mindset, which will help you assess business opportunities. Sport Tourism: Understand sport tourism and demands for it. You'll explore supply structures and the impacts and responses of sport and tourism providers. Visitor Attractions Management: A key component of the provision for both domestic and international visitors and includes historic, natural, man-made and contemporary attractions. This unit will explore the range of issues that influence both the development and management of visitor attractions both in the UK and other countries. This option unit aims to develop your awareness, understanding and appreciation of the principles and practices relating to the development and management of visitor attractions. Creative Media & Events: The 21st Century is marked by the rise of computing, digital and social media technologies. This unit will interrogate these technologies and explore how they've changed the event industry's markets, policies, professional actions and products. You'll critically explore the positive and negative potentials of these rapidly evolving technologies in a social-cultural context, and create innovative product applications for the event industry. Digital Marketing: This unit will provide you with practical and theoretical knowledge for using and evaluating digital marketing. You'll develop a sound understanding of digital marketing principles. Economics of Tourism & Events: Improve your understanding of tourism and events through applying economic principles. You'll gain skills and knowledge to help you analyse the economic choices facing tourism and events businesses, and explain how changes in the wider environment will affect the demand for a tourism product or an event. Financial Management: An opportunity to study financial management, building on your earlier studies in finance and accounting. You'll develop an appreciation for how organisations make financial decisions within the context of corporate strategy, and an understanding of financial management roles in organisations. Hospitality Management: The hospitality industry meets the needs and expectations of businesses and leisure users through a range of service providers. This unit will develop your understanding of the hospitality industry in economic and operational terms, and you'll learn about vital features for the day-to-day management of hospitality units. Leisure, Tourism, Events & Climate Change: There's a two-way relationship between leisure, tourism, events and climate change. Leisure and tourism is weather dependent, and the industry has to adapt to the climate change while making a significant contribution to greenhouse gas emissions. This unit will explore these relationships, how the industry adapts to climate change and how it can reduce its contribution. Media, Tourism & Leisure: Media practices in leisure and tourism. You'll learn about the transnational and transcultural circulation of meanings and the powers of narrative and imagery in leisure and tourism. Sport, Leisure & Politics: How sport and politics are linked within wider political and leisure industries. Explore political contexts to make sense of sport as a representational human activity loaded with sensitive values and an alternative environment for interaction. Sports Marketing: The sports sector is a significant part of international, national and local business. This unit will develop your understanding of this sector in economic and operational terms, and you'll learn about vital features for the day-to-day management of sport. Please note that option units require minimum numbers in order to run and may only be available on a semester by semester basis. They may also change from year to year. Scheduled learning and teaching activities The emphasis of this course is in guided independent learning, which helps you develop into a self-motivated learner. When not attending lectures and seminars, you will be expected to read around the subject. Your typical week’s activities will include reading books and journal articles, working on group projects, preparing presentations, conducting library research and writing your assignments. The hours below give an indication of how you can expect to spend your time during each year of this course. Year 1 – 22% of your time will be spent in timetabled learning & teaching activities Learning and teaching: 225 hours Independent learning: 975 hours Non-assessed learning and teaching: 19 hours Year 2 – 21% of your time will be spent in timetabled learning & teaching activities Learning and teaching: 247 hours Independent learning: 953 hours Non-assessed learning and teaching: 4 hours Year 3 (placement year) Year 4 - 16% of your time will be spent in timetabled learning & teaching activities Learning and teaching: 194 hours Independent learning: 1006 hours Non-assessed learning and teaching: 2 hours 58% of the course is assessed by coursework Year 1: 72% Year 2: 75% Year 3: 0% (placement year) Year 4: 83% Throughout the course you will be assessed by coursework culminating in your final year research project, but you will also undertake group work and written exams. Programme specification Programme specifications provide definitive records of the University's taught degrees in line with Quality Assurance Agency requirements. Every taught course leading to a BU Award has a programme specification which describes its aims, structure, content and learning outcomes, plus the teaching, learning and assessment methods used. Download the programme specification for BA (Hons) Events & Leisure Marketing. Whilst every effort is made to ensure the accuracy of the programme specification, the information is liable to change to take advantage of exciting new approaches to teaching and learning as well as developments in industry. If you have been unable to locate the programme specification for the course you are interested in, it will be available as soon as the latest version is ready. Alternatively please contact us for assistance. All statistics shown are taken from Unistats, Destination of Leavers from Higher Education (DLHE), BU institutional data and Ipsos MORI (National Student Survey) unless otherwise stated.

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