MA in Events and Experience Management

What you'll study Module title Credits. The Events Industry The Events Industry 30 Credits

This module is set to equip students with a broad understanding of events and events management in the 21st Century. The module introduces students to the scope and breadth of the event and live media industry, and examines contemporary issues impacting upon the event industries, with an emphasis on art related events. This module will also discuss the significance of events for the management and branding of cities.
The Events Industry module will provide students with a strategic and theoretical foundation needed for successful and sustainable events planning, as well as an understanding of the importance of events from a social, economic, cultural and environmental perspective. The module will consist of lectures, seminars and workshops but there will also be an emphasis on speakers from the industry who will offer insight through their experience. Students will be introduced to a range of approaches and techniques for researching events in diverse settings.

30 Credits. Events and Experience Management in the Arts Events and Experience Management in the Arts 30 credits

The module Events and Experience Management in the Arts requires students to design and pitch an event idea. This gives you the opportunity to gain experience in a real industry setting and apply theory through practice. Students will take instructions from an arts organization or arts event manager while at the same time coming up with an events proposal that demonstrates the creative and practical skills needed to plan a successful event that meets the objectives of the organisation. The module combines theoretical perspectives with practical skills and techniques for creating and managing events in order for students to be able to deliver memorable and integrated experiences. The module, which is set to prepare you for employment positions where you can create and manage events with minimal supervision, is divided into two parts. The first part will be centred around events experience management theory while the second part involves a more practical approach as you will be required to respond creatively to a brief and pitch an event idea to practitioners from an arts organisation. Through lectures, seminars and study visits, you will achieve a deeper understanding of key concepts and theories used in analysing events and leisure experiences.

30 credits. Festival Management Festival Management 30 Credits

The Festival Management module will focus on planning, organising and marketing festivals. London hosts a broad range of festivals, making it the perfect location to study this topic. You will get the opportunity to test your theoretical knowledge by contributing to key areas of the planning and management of an actual festival. Guided by experienced field practitioners, you will develop your critical understanding of key practical elements of festival and events planning and management. The Festival Management syllabus will include elements such as feasibility studies, licensing agreements, budget overviews, health and safety regulations, risk assessments, market research, marketing plans, organisational charts, evaluation strategies, action plans, planning schedules, run sheets, and contingency plans. ICCE have valuable contacts with several major arts festivals in London, and our close relationship with these festivals as well as event management professionals will provide you with ample opportunity to learn from practitioners and develop your own network. The module will be taught through a combination of workshops and practical “on the job” learning. You will be assessed through a portfolio incorporating planning documents as well as reflective statements incorporating relevant events and festival management theory.

30 Credits. Dissertation Dissertation 60 Credits

The Dissertation is an extended piece of written work of 12,000 words, more or less 10%, on a research topic of your choice (but subject to approval). It is undertaken during the Spring and Summer terms. The dissertation comprises a critical review of the literature and/or original analysis of documentary and/or other evidence on a chosen topic within the fields of your programme. The dissertation is intended to assess the full range of students’ abilities and to apply a range of learning outcomes, which the programme enables students to develop. In particular it enables assessment of the ability to design, develop and write an advanced research project using primary and/or secondary materials appropriate to the topic and according to the necessary conventions of scholarly work. It requires independent motivation and self-directed learning, under supervision, and enables students to demonstrate competence for critical analysis and sustained persuasive argument.

60 Credits.

You also study one other 30 credit option modules, allowing you to tailor the programme to your specific interests, from areas such as tourism, project management, arts management and music

Modules and Structure- Option Modules Module title Credits. Cultural and Creative Tourism Cultural and Creative Tourism 30 credits

This module critically analyses the growth and character of cultural tourism and the growing relationship between the creative industries and cultural tourism. It critically interrogates notions of the creative class, the creative city and the experience economy which have been used to underpin strategies in cultural tourism development. Ideas about the growing sophistication of cultural tourists and their changing tastes suggest that travellers wish to move beyond consumption to ‘prosumption’. With increasing competition between tourism destinations, the development of timely, attractive and innovative tourism products has never been more necessary – whether using the historic environment in creative ways or exploiting contemporary cultural forms.

This module looks at the governance of cultural tourism at different spatial levels (from UNESCO to local government and local partnerships), best practice in destination management and the development of new tourism products. The geographic spread of cultural tourism and the greater diversity of products, necessitates the examination of issues related to contested meanings, authenticity, ethics, and sustainability.

This module comprises weekly lectures delivered by the module tutor and guest speakers followed by seminar sessions to develop, explore and apply the ideas developed in the lectures. Group and individual tasks will give student the opportunity to work with the key concepts developed in the module. The seminars will also be used to support students in the development of their own research. Fieldwork in week 5 will introduce the students to key cultural and creative tourism ideas in central London.

30 credits. Culture, Tourism and Regeneration Culture, Tourism and Regeneration 30 credits

This module explores the relationship between culture, tourism and regeneration. Tourism has long played a role in the economic social and physical transformation of towns and cities in cities famed for their proximity to coast or spectacular scenery – from the centres of the grand tour, to spas, coastal resorts and cultural centres. However in recent decades the nature of city tourism has changed. This module explores the growth and increasing diversity of cultural tourism, the role it plays in urban centres and their regions and the ways in which cities have reinvented and rebranded themselves as centres of leisure and recreation consumption using major cultural infrastructure investment, heritage commodification, events and festivals.

Underlying this transformation are the planning strategies that use culture as a means of transforming urban economies in the face of industrial change. With decline, reorganisation and new technologies transforming traditional manufacturing industries and services, cities have been searching for new strategies that promise to deliver investment, jobs and prosperity. The need to tackle not just employment but housing, social, physical, and environmental problems has necessitated an approach to tackle multiple problems in a single strategy – regeneration.

Culture-led urban regeneration strategies can employ any of the following - major cultural infrastructure (museums, opera houses, theatres); cultural events; mega-events; cultural industries; or provide attractive and ‘creative’ environments that will appeal to key personnel and business investment. All these approaches are designed to generate streams of cultural tourists to the new infrastructure and revitalised cities – as outcomes or ‘legacy’ of the investment incurred.

This ‘instrumental’ use of culture is examined in the module and the theories of urban decline and regeneration philosophies critiqued and the political structures through which regeneration is achieved analysed by means of case studies in the UK and further afield. London provides accessible examples of culture-led regeneration (for example Bankside and South Bank, Greenwich or Kings Cross) and event-led regeneration (2012 Olympic and Paralympic Games). However cities throughout Europe, the Americas and increasingly in Asia and the Gulf States are pursuing culture in similar ways to position themselves on the international tourist map.

30 credits. Tourism in Asia Tourism in Asia 30 credits

Recent research in Asia has questioned the widely held assumption that tourism arose in the UK during the mid-19th century as a result of Thomas Cook’s introduction of the ‘package’, a combination of the cost of travel and another service.

It has been shown that travel and leisure existed in early Han Dynasty China as scholars and priests explored mountainous areas giving rise to one of the civilizations most enduring art forms, the landscape painting. Travel and leisure also seem to have gone hand in hand with that other widespread phenomenon, the pilgrimage, with the attendant development of hostelries, storytelling and souvenir production.

Industrial forms of tourism were introduced to Asia by European colonial powers in the late 19th and early 20th century with the development of hilltop stations to provide relief for officials and merchants working in tropical areas. Grand hotels were introduced with the Sarkies brothers opening up famous establishments in Myanmar (Burma), Singapore and Indonesia (Dutch East Indies). The inter war cruise ship industry made Asia accessible to wealthy Europeans and Americans with perceptible impacts on Asian hospitality traditions and visual and performing arts.

Western artists used the opportunities provided by tourism to open studios in Asia, notably Bali, often working alongside indigenous artists to create hybrid and highly creative art forms. The post-war era opened up parts of Asia to Western mass tourism, notably the so-called ‘rest and recreation’ of the US military in Thailand.

Tourism was also used as a nation building strategy by Asian leaders such as Suharto in Indonesia to encourage his countrymen to travel and to get to know their country and to project a tourist friendly external image of stability.

As the Asian economies developed, countries like Japan became major sources of outbound tourism with accompanying impacts on Western retail practices, especially with regard to fashion and luxury. By 2014 China had become the largest outbound and inbound tourism market with the introduction of China-friendly hotel ranking systems in Europe, such as the 5-dragons scheme, began to be experimented with in Europe.

Indian outbound tourism also became significant with some novel characteristics, such as an interest in the hybrid Indian-British culinary tradition of the ‘curry house’. Tourism is also one of the drives that has spread Asian culinary traditions around the world.

30 credits. Cultural Relations and Diplomacy I: Foundations Cultural Relations and Diplomacy I: Foundations 30 credits

In our increasingly globalised world, the traditional cultural representations and relations of countries are being challenged to incorporate a multidimensionality of identity and a plurality of actors.

This module will introduce you to the major theories and ideas within international cultural relations and will provide insight into its practice by a wide range of actors (governments, international organisations, corporations, non-governmental organisations and individuals). The role of the arts, their practitioners and mediators is highlighted in relation to their importance in the establishment of relations between the peoples of different countries.

Topics include learning about the history and theory of international cultural relations, discussing the notions of cultural diplomacy and public diplomacy, analysing the relation between the arts and diplomacy, investigating the concepts of cultural diversity, intercultural dialogue, mutuality, cultural and linguistic human rights, soft power and hegemony, and connecting these with contemporary developments in areas such as communication technology, transport and economic flows.

30 credits. Cultural Relations and Diplomacy II: Explorations Cultural Relations and Diplomacy II: Explorations 30 credits

This module places emphasis on the discussion of current themes and issues at policy and practice level in this transdisciplinary area. It fosters a reflexive and entrepreneurial approach to international cultural relations, by encouraging students to actively engage in the area by developing their own research and projects, relating them to wider debates. The module thus allows for the development of critical, creative, practical and reflexive skills complementing other elements of the MA Cultural Policy, Relations and Diplomacy programme.

The module covers a range of trans-disciplinary contemporary issues that concern those researching and practicing in the areas of cultural relations and diplomacy. It will consider key questions faced by countries, regions, cities, organisations and individuals in creating and delivering policy and projects. The topics are broad and changeable responding to the current issues concerning policy makers, practitioners and the public engaged in the field – an indicative list of topics to be covered in the sessions is provided below.

While providing space for student led education through individual and collaborative presentations, the module works around topical and geographical sessions, each representing a contemporary issue and/or area of current interest in cultural relations and cultural diplomacy. These include for example: culture and international development policies and practices; the role of the cultural and creative industries in cultural relations and diplomacy; migration and (transnational) cultural citizenship; language, communication and identity in international cultural relations; international cultural policies and cultural co-operation; sessions with a geographical focus e.g China’s cultural diplomacy, EU strategy for culture in external relations; project planning, monitoring and evaluation for cultural relations and diplomacy.

30 credits. Entrepreneurial Modelling Entrepreneurial Modelling 30 credits

This module aims to nurture the skills and attitudes of students to allow them to become innovators and to provide models of entrepreneurial/business support relevant and useful for creative entrepreneurs. This course will provide a link between the theoretical aspects of the broader overview of the sector and the practice specifics, and work to focus on how creativity can be strengthened when put through creative commercialisation modelling techniques. The course has evolved from NESTA’s Creative Pioneer Programme and will use the Modelling Techniques that were designed and have evolved from `The Academy’ ‘Starter for Six’ and `Insight Out’ which provide approaches to commercialising creativity.

It will critically review the key characteristics of successful enterprises, entrepreneurs and leaders, within the cultural and more commercially focused creative industries. It will look at the range of business models that exist and review how best to build a financially sustainable organisation.

In line with the ethos of this programme, which seeks to foster the development of creativity and entrepreneurship as related activities rather than bringing entrepreneurship or business to creativity, this module allows you to continue to develop your understanding of a creative practice. This module, therefore, comprises studies in one area of creative practice related to your chosen pathway. Please see the relevant MA Creative and Cultural Entrepreneurship pathway page on the website for more information on options

30 credits. Interpretation, Education and Communication in the Art Museum Interpretation, Education and Communication in the Art Museum 30 credits

It is not uncommon for the modern art museum to use words like interpretation, education and communication as a way of differentiating between the remit of individual departments and the type of responsibility each member of staff might have. But there are important fundamental differences inherent within each term that are rarely examined or explained.

This course will focus on the way in which art museums define their relationship to content, meaning and context, how they communicate their ‘message’, the methods they use to address the diversity of their visiting publics and the kind of institutional struggles that sometimes take place.

The course will look at the relationship between museums, government and their agencies and other cultural organisations. There will be an emphasis on examining education and learning, the importance of access, diversity and the role of marketing and income generation. It will introduce theories, which relate to the writing of interpretative text, and consider how the experience of looking at art might be different if text were not available. There will also be a discussion regarding the role of the aesthetic in art education and the range of expectations visitors have from a museum visit.

30 credits. Introduction to Audience