This programme aims to develop your interest in and knowledge and understanding of the Business Events industry. You will study modules that are specifically focused on elements of the management of Business Events (such as Business Skills and Sustainable Conference Management), more generic management modules (such as Tourism Marketing and Experience Design), and modules focused on research (such as Research Methods and the Dissertation).
In the second semester you will undertake a three week placement at the Edinburgh International Conference Centre. During the placement you will spend time in all seven operational areas of the centre and work alongside departmental managers to get a managerial perspective of the organisation. You will be able to choose to spend more time in the area that interests you the most in order to get an in-depth understanding, and you will get the opportunity to meet and understand the CEO's remit in running the organisation.
If you would like, you can also return to the EICC during your research project to undertake primary data collection.
International Business Event Management
Business events play a significant role in generating tourism revenue for destination, and in this module we'll teach you about the major stakeholders in the business event industry, and how they interact with one another. Issues of supply and demand will be examined, and an analysis of the impact made by business events on their chosen destination. We will make visits to event venues and hear from industry guest speakers. This will help you to connect the theory you're learning to practice.
Business Skills for Event Managers in the Tourism Industry
Here we'll look at the various issues involved in the planning, development and management of those events specifically designed for the tourism industry. We'll examine the people skills, quality issues, employment contracts and other human resource development concerns that need to be taken into account by events managers and organisers within the tourism industry; we'll cover budgeting and financing events, and the logistical issues such as crowd control, venue selection, staging and lighting which must be addressed in event management for tourism. We'll also explore the various aspects of risk management for events designed for tourism, specifically the financial, legal and ethical safeguards required.
Sustainable Conferences and Events
Here we will evaluate the importance of sustainability to conferences and business events. Business Events are worth £1.9 billion to the Scottish economy, according to 2013 research commissioned by the Meeting Professional International Federation, and are a valuable source of employment and image generation for the destination. We'll study the many reasons to incorporate sustainable practices into conferences and events, including saving costs and resources, protecting the environment, improving social issues, doing business more efficiently and effectively and attracting new audiences.
This module will prepare you for your dissertation. We'll look at research methodologies, critically reviewing appropriate literature, research design and ethics, sampling, data collection methods (qualitative, quantitative and mixed), analysis methods, research writing and dissemination.
Experience Design and Management for Tourism, Hospitality and Events
The module will allow you to build work-based skills in tourism, hospitality and/or event management. It will give you a critical understanding of how the core elements of tourism, hospitality and events contribute to their effective and coherent design; and how consumer experiences can be managed. The module opens with an introduction to key design and experience theories and concepts such as: the experience economy; service encounters; experiencescapes; the tourist gaze; co-creation; and symbolic interactionism.
Professional Practice - Edinburgh International Conference Centre
This module will enable you to apply your knowledge and skills to professional practice and to critically evaluate a selection of operational aspects of the industry, and therefore gain a competitive edge and develop your potential when seeking graduate employment. The module relates academic theory to the workplace and demonstrates this through critical evaluation in assessments. It will develop your ability to critically evaluate learning in a work based environment, as well as an operational aspect of the industry. This module helps to develop the skills that are necessary for successful postgraduates in the 21st Century and thereafter as part of their continuing professional development.
Here we will introduce you to the concept of the marketing of tourism products and destinations. We will examine hospitality and events marketing and destination image and branding. The module further examines semiotics of promotional materials and marketing research, planning and audits. The focus of this module is very much on consumers and consumption in tourism and identifies and discusses marketing communication strategies: from brochure to the web. The module also encourages the creation of strategic marketing plans and discusses popular media and digital marketing.
You will be able to select a topic of your choice to study in-depth. Throughout the project you will critically review relevant literature, formulate a research problem and select a suitable approach to the study of that problem, collect appropriate data, analyse that data and construct conclusions, communicate research by producing a dissertation and critically reflect on the work of the dissertation in a wider context.
Study modules mentioned above are indicative only. Some changes may occur between now and the time that you study.
Full information on this is available in our disclaimer.
The entry requirement for this course is a Bachelor (Honours) Degree at 2:2 or above. We look for applicants to have a background in any discipline in order to be eligible for the programme.
We may also consider lesser qualifications if you have sufficient relevant work experience within the industry.
English language requirements
If your first language isn't English, you'll normally need to undertake an approved English language test and our minimum English language requirements will apply.
This may not apply if you have completed all your school qualifications in English, or your undergraduate degree was taught and examined in English (within two years of starting your postgraduate course). Check our country pages to find out if this applies to you.
Our entry requirements indicate the minimum qualifications with which we normally accept students. Competition for places varies from year to year and you aren't guaranteed a place if you meet the minimum qualifications.
If your qualifications aren't listed above, visit our country pages to get entry requirements for your country.
Please note that non-EU international students are unable to enrol onto the following courses:
BN Nursing/MN Nursing (Adult, Child, Mental Health or Learning Disability)
BM Midwifery/MM Midwifery
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