Course Content
Events Leadership
Addresses the needs of individuals leading cultural and commercial events and events management organisations. It explores the advantages and weaknesses of public versus private ownership, and the skills needed to motivate, manage and organise staff and other stakeholders to create excellent events.
Festivals and Events Practice
Examines the context, content and practice of the expanding market of cultural festivals and events that has exploded across the globe in the last two decades. It will explore the political and cultural forces that have contributed to this expansion. The scope of the module will cover a range of community based celebrations such as Mela and Carnivals, to the network of established festivals, such as the Edinburgh Festivals and other European ‘high’ art festivals such as Salzburg as well as ‘mega’ events brought together for reasons of city marketing as much as for their artistic content e.g. Liverpool 2008.
Global Sport and Cultural Event Marketing
Examines sport and cultural event marketing opportunities within global settings. It explores key marketing concepts including the marketing environment, segmentation, targeting, and positioning (STP), the marketing mix, branding, and consumer and audience behaviour within international and global contexts.
Research Methods (Compulsory)
Teaches you a range of conceptual and practical research skills, such as questionnaire design and interview techniques. As part of this module, you will formulate your major project proposal, specifying your aims, objectives, research methods and expected outcomes. You will also learn how to undertake the literature review for your major project.
Business Planning for the Creative Entrepreneur
Develops your business knowledge and planning skills enabling you to identify the potential for a new product or service. You will study the key issues in starting a business and covers topics such as business plans, leadership, investment and risk management.
Live Music Events
Provides an opportunity not only to examine the nature and landscape of the live music industry in the UK and globally but also discuss some historical context to deepen the understanding of specific aspects.
Cultural Policy and Planning
Provides definitions of national and local cultural policies that, although unseen, often influence the working lives of cultural events managers. You will also explore the wider cultural policy and planning frameworks as well as its application.
Museum Exhibition and Design
This module considers the broad concepts of museum design and exhibition display. It examines the semiotics of display and communication of meaning, including the museum as a repository of cultural identity.
Managing Business Web Presence
Teaches you how to critically appraise website designs, social media activity and wider networking channels while learning about creative production and management processes. You will learn how best to evaluate the role of website design in business, marketing and the creative industries, while examining advances in web architecture, technology, interface and management.
Dissertation
Sees you undertake independent, sustained research into an area related to the Cultural Events Management master’s. Your chosen area of research may be drawn from one of the taught modules, linked to a wider issue touched on only briefly during your course or it may be based on a completely new area, not covered during your studies.
OR
Work Based Project
Allows you to develop and demonstrate your skills in a practical context such as undertaking a work placement. Ideally, this work-based project, which will see you complete at least 400 hours, will include working on the development, promotion and delivery of a festival or event.
