
Events Management - BA (Hons)
Currently viewing course to start in 2024/25 Entry. Switch to 2023/24 Entry
Want to study event management in Birmingham? Our BA (Hons) Events Management degree allows you to take a year-long placement in industry. Over the past decade there has been a surge of careers in the global leisure sector that require best-in-class event, venue and guest experience managers....
- Level Undergraduate
- Study mode Full Time/Part Time
- Location City Centre
- Award BA (Hons)
- Start date September 2024
- Fees View course fees
- School Birmingham City Business School
- Faculty Faculty of Business, Law and Social Sciences
Overview
Want to study event management in Birmingham? Our BA (Hons) Events Management degree allows you to take a year-long placement in industry.
Over the past decade there has been a surge of careers in the global leisure sector that require best-in-class event, venue and guest experience managers.
This innovative and on-trend course will give you the skills, experience and insights to develop a career in the growing area of event management alongside a qualification from the CMI.
Professional Placement Year
This course offers an optional professional placement year. This allows you to spend a whole year with an employer, following successful completion of your second year, and is a great way to find out more about your chosen career. Some students even return to the same employers after completing their studies.
If you choose to pursue a placement year, you will need to find a suitable placement to complement your chosen area of study. You will be able to draw on the University’s extensive network of local, regional, and national employers, and the support of our Careers teams. If you are able to secure a placement, you can request to be transferred to the placement version of the course.
Please note that fees are payable during your placement year, equivalent to 20% of the total full-time course fee for that year.
What's covered in this course?
Combining theory and practical application the course will draw heavily from practicing event, venue and experience leaders to cover multiple aspects such as marketing, project management, design, operations, analytics, digitization, experiential and client management. Where appropriate to the individual topics covered during the course, implications for sustainability will be identified that relate to the UN Sustainable Development Goals.
Building upon the insights and close business connections that Birmingham City Business School has made through its Academy of Multi-Unit Leadership (with over 600 graduate managers from industry-leading event and leisure organisations) this undergraduate course will provide the academic expertise and contacts to help you develop an exciting professional future. President of Genting UK, Paul Willcock, describes the course as ‘an exciting and innovative degree that provides exceptionally strong pathways into our industry'.
Accredited By
This course is accredited by:
Why Choose Us?
- This is the only Event Management course of its kind in the UK to be CMI accredited with no extra cost to the student. The Chartered Management Institute (CMI) is the only chartered professional body dedicated to promoting the highest standards in management and leadership excellence.
- The course has the support of external management professionals from the wider West Midlands area. Paul Willcock, President of Genting UK, said "This course is an exciting and innovative course that offers fantastic pathways into the industry".
- On all of our courses you will gain a professional focus and real world experience of event management, ensuring you are equipped to make an immediate impact in the world of events. You have the opportunity to embark on a year-long professional placement as part of your degree course.
- Recognising the global scope of the events industry, our course has a clear international focus. This is embedded throughout the curriculum, giving you the opportunity to transform your experience with us into a global one. There are a variety of exciting possibilities open to you, including our many overseas study exchange programmes.
- You will have the opportunity to be involved in placements, internships, project fieldwork, workshops, and attendance at conferences within the leisure and events industry which will enable you to gain the experience needed to kick start a successful career in the industry. You will get the chance to go behind the scenes at iconic event venues such as the Genting Arena and the International Convention Centre (ICC).
- As a student on one of our undergraduate degrees, you will be able to benefit from our Graduate+ initiative. This three-year award course enables you to gain award levels for all the extra-curricular activities you undertake so that you can stand out from the crowd on graduation.
- We put a heavy emphasis on the hands-on skills needed in modern event management, with practical assessments as well as exams.
- You will study in our state-of-the-art City Centre Campus, ideally located for you to take advantage of our links to Birmingham’s business district, one of the largest in the UK
- The course will prepare you for a variety of roles such as Event Manager, Venue General Manager, and Guest Experience Manager. These would be based in public, private, or voluntary sector, a multinational company, a local organisation or your own business.
- Following graduation, you will have the opportunity to apply for STEAMhouse Business Incubator membership.
Open Days
Join us for an on-campus Open Day where you'll be able to meet us in person. You'll get the chance to learn about courses in subject talks, chat to students and explore our campus and accommodation. We'll post you a detailed event programme to help plan your day and find your way.
Next Open Day: Saturday 24 June 2023
Entry Requirements
These entry requirements apply for entry in 2024/25.
All required qualifications/grades must have been achieved and evidenced at the earliest opportunity after accepting an offer to help confirm admission and allow for on-time enrolment. This can also include other requirements, like a fee status form and relevant documents. Applicants can track their application and outstanding information requests through their BCU mySRS account.
We accept a range of qualifications, the most popular of which are detailed below.
Essential | ||
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BBC or 112 UCAS tariff points from a maximum of 3 subjects. |
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Level 2 qualifications | ||
GCSE |
GCSE English Language or English Literature and GCSE Maths at grade C/4 or above. If you do not have these or are not undertaking them, we accept other Level 2 equivalents, or we may ask you to pass BCU's GCSE equivalency tests. |
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Irish Leaving Certificate (Ordinary Level) |
See level 3 entry under Irish Leaving Certificate for full details. |
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Scottish National 5 |
English Language or English Literature and Maths at grade C or above. If you do not have these or are not undertaking them, we accept other Level 2 equivalents, or we may ask you to pass BCU's GCSE equivalency tests. |
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Plus one of the following Level 3 (and above) qualifications | ||
A level and Advanced VCE |
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AAT Diploma in Accounting (QCF) |
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Access to HE Diploma |
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IBO Certificate in Higher Level |
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International Baccalaureate Diploma |
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IFS / LIBF Diploma in Financial Studies |
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Irish Leaving Certificate (Highers) |
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NCFE CACHE Level 3 Applied General Certificate in Health and Social Care |
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OCR Cambridge Technical Extended Diploma |
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OCR Cambridge Technical Diploma |
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Scottish Advanced Higher |
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Scottish Higher |
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T-Levels |
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Advanced Welsh Baccalaureate - Skills Challenge Certificate (first teaching September 2015) |
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Other qualifications | ||
If you have a qualification that is not listed in the table please refer to our full entry requirements on UCAS. |
Additional information for EU/International students | ||
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Applications from international applicants with equivalent qualifications to 112 points are welcome. Please see your country page for further details on the equivalent qualifications we accept. In additional to the academic entry requirements listed above, international and EU students will also require the qualifications detailed in this table. |
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IELTS |
6.0 overall with 5.5 minimum in all bands If you do not meet the required IELTS score, you may be eligible for one of our pre-sessional English courses. Please note that you must have a Secure English Language Test (SELT) to study on the pre-sessional English course. More information. |
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Other accepted qualifications |
Fees & How to Apply
UK students
Annual and modular tuition fees shown are applicable to the first year of study. The University reserves the right to increase fees for subsequent years of study in line with increases in inflation (capped at 5%) or to reflect changes in Government funding policies or changes agreed by Parliament. View fees for continuing students.
Award: BA (Hons)
Starting: Sep 2024
- Mode
- Duration
- Fees
- Full Time
- 3 Years
- £9,250 in 2024/25
- Apply via UCAS
- Part Time
- 5 Years
- Show fees
- £1542 per 20 credits
- Year 1 - 60 credits
- Year 2 - 80 credits
- Year 3 - 80 credits
- Year 4 - 80 credits
- Year 5 - 60 credits
Fees for Part-time students
This course can be studied on a Part-time study basis. The cost per year of study is based on credit requirements for that year.
International students
Annual and modular tuition fees shown are applicable to the first year of study. The University reserves the right to increase fees for subsequent years of study in line with increases in inflation (capped at 5%) or to reflect changes in Government funding policies or changes agreed by Parliament. View fees for continuing students.
Award: BA (Hons)
Starting: Sep 2024
- Mode
- Duration
- Fees
- Full Time
- 3 Years
- £16,085 in 2024/25
Guidance for UK students
UK students applying for most undergraduate degree courses in the UK will need to apply through UCAS.
The Universities and Colleges Admissions Service (UCAS) is a UK organisation responsible for managing applications to university and college.
Applying through UCAS
- Register with UCAS
- Login to UCAS and complete your details
- Select your course and write a personal statement
- Get a reference
- Pay your application fee and submit your application
Guidance for International students
There are three ways to apply:
1) Direct to the University
You will need to complete our International Application Form and Equal Opportunities Form, and submit them together with scan copies of your original academic transcripts and certificates.
2) Through a country representative
Our in-country representatives can help you make your application and apply for a visa. They can also offer advice on travel, living in the UK and studying abroad.
3) Through UCAS
If you are applying for an undergraduate degree or a Higher National Diploma (HND), you can apply through the UK’s Universities and Colleges Admissions Service (UCAS).
You can request a printed form from your school or nearest British Council office. You will be charged for applying through UCAS. Birmingham City University’s UCAS code is B25 BCITY.
Personal statement
UK / EU students are required to submit a personal statement as part of their application for this course.*
The personal statement gives you a crucial opportunity to say why you’re applying and why the institution should accept you.
Here are the key areas you’ll need to address:
- Course choice - Why does this course appeal? What areas are of particular interest?
- Career plans - If you have a specific career in mind, say how your chosen course will help you pursue this goal.
- Work experience - Mention any work that is relevant to your subject, highlighting the skills and experience gained.
- School or college experience - Highlight skills gained at school/college, eg summer schools or mentoring activities.
- Non-accredited skills or achievement - eg Duke of Edinburgh Award, Young Enterprise scheme.
You should also mention your future plans – if you’re planning to take a year out, don't forget to give your reasons. Talk about any subjects you’re studying that don’t have a formal assessment and any sponsorships or placements you’ve applied for. And don't be scared to add in details about your social, sports or leisure interests.
Worried about Personal Statements?
If you've got no idea where to start or just want to check you're on the right track, we’ve got expert advice and real examples from our students to help you nail your personal statement. You can even download our ultimate personal statement guide for free.
*Non-EU students are not required to submit a personal statement when applying for this course.
Course in Depth
First Year
In order to complete this course, you must successfully complete all the following CORE modules (totalling 120 credits).
This module is designed to introduce you to the concept of management in the context of events and experiences. The module encourages you to think about what skills, attributes and tasks that managers perform in different situations with the purpose of recognising what makes effective event and experience managers. This module aligns with the Programme Philosophy by providing an insight into the respective industries, integrating sessions from industry experts to facilitate this. The module balances theory and concepts, supporting you to reflect and apply this content into real life scenarios.
Teamwork is a critical component of successful Management. Given the spontaneous nature within industry, for example events (pre, during and post), personnel have to work harmoniously and purposefully together to design, expedite and improve the spectacle, experience and multi-cultural team performance (Edger and Oddy, 2018). This involves exploring the market and customer needs, engineering the planning of resources, engaging staff and customers, executing the experience, evaluating the impact and delivering and evolving future experiences.
Have you ever considered why you bought your smartphone? Or why you ate in that fast food restaurant? Or why you decided to buy that brand of trainers? Every day, billions of people spend their money on products and services without necessarily considering why they decided to buy those particular offerings. Whether you are aware of it or not, each of these products and services have been carefully developed to fulfil the needs of a particular target audience of which you may be a part.
This introductory module furnishes you with a basic introduction to the main elements of Venue Management within Events. Beginning with an overview of the purpose, principles and practices of high performing Venue Managers students are then taught the five basic elements of outstanding Venue Management, namely; Operations Management, Human Resource Management, Financial Management, Promotions and Marketing and Facilities and Safety Management (Edger and Oddy 2018). The connectivity and inter-relationships between all essential elements are exposed and explained to furnish you with a ‘holistic’ appreciation of high performance in this area.
This module is designed to introduce you to the concept of employability in the event, venue and experience industries. The module empowers you to build an external profile, experience base, and skill set to be proficient in applying for work experience and placement opportunities. This module aligns with the Programme Philosophy by providing an insight into the respective industries, integrating sessions from industry experts to facilitate this. The module balances theory and concepts, supporting the students to reflect and apply this content into real life scenarios.
This module will provide a gentle introduction to the world of accounting and finance for business managers of the future and is designed for those new to accounting or those studying on non-accounting related degree programmes.
Second Year
In order to complete this course, you must successfully complete all the following CORE modules (totalling 120 credits).
The aim of this module is to provide you with an in depth knowledge of current and future trends in technology and digital innovation in the context of events. Integral to the module will be a focus on learning event management software which can be utilised in ‘real life’ scenarios. The relevant literature is explored, but with a consistent view of the importance of applying theory and planning in practical event, venue and experience contexts.
This module builds upon the learning foundation from the first year level 4 module ‘Building Your Brand’. The module approach demonstrates to you the importance of continual self-development in achieving organisational objectives. You will assess your current skills and competencies with reference to current or future roles and link this to organisational objectives. Analysis and identification of skills and competency gaps, and how these can be overcome, shall be integral to the module.
An important question for business management students is: How can we most effectively manage for both today and for tomorrow? This module will introduce you to various current contemporary management issues.
The aim of this module is to provide you with ‘real world’ event management experience. Integral to the module will be a focus on group work, enabling you to utilise your event management skills accrued at level 4 to exhibit decision making skills when choosing a viable event to execute, selecting an appropriate venue and promoting the event, and ultimately running their chosen event. The relevant literature is explored, but with a consistent view of the importance of applying theory and planning in practical business contexts.
The aim of this module is to provide you with the knowledge, skills and insights to research a ‘live’ Events issue with a view to formulating practicable, impactful and value-added research project proposal which will be actioned in the final year. To this end you will be taught the key stages of methods in Events Research (i.e. identify question and objectives, isolate key literature and conceptual frameworks, select appropriate research methodology, collect and analyse data and write up a compelling report).
The aim of this module is to provide you with an in depth knowledge of the critical elements of venue design, and the impact of supply chain decisions on the success of a venue. Integral to the module will be the accrued knowledge of the three key supply chain decision phases and how you can apply this to the event, venue and experience contexts.
This module, where a programme of study enables it, is open to Business School students, who choose to undertake an international Study Abroad mobility experience within their second year of study. The aim of this module is to enable you to explore your mobility experience through a cross-cultural lens that focusses on the key themes of your discipline in an international context, together with your personal development. This is achieved by activities that draw on research enquiry, creativity, culture, reflection and professional development.
All core modules are guaranteed to run. Optional modules will vary from year to year and the published list is indicative only.
Professional Placement (Optional)
In order to qualify for the award of BA (Hons) Events Management with Professional Placement Year you must successfully complete the following module.
This module is designed to provide you with the opportunity to undertake a credit bearing, 40- week Professional Placement as an integral part of your Undergraduate Degree. The purpose of the Professional Placement is to improve your employability skills which will, through the placement experience, allow you to evidence your professional skills, attitudes and behaviours at the point of entry to the postgraduate job market. Furthermore, by completing the Professional Placement, you will be able to develop and enhance your understanding of the professional work environment, relevant to your chosen field of study, and reflect critically on your own professional skills development within the workplace.
Final Year
In order to complete this course, you must successfully complete all the following CORE modules (totalling 100 credits).
In this module you will be introduced to the theory of human emotion and its application – within the context of Events – to both employees and customers. Following consideration of the psychology of emotion (the pleasure/valence model and neurological science underpinning feelings and behaviour) you will consider how super-performance within Events is driven through driving emotional connectivity, first with employees and second – interconnected – with customers. With regard to staff concepts such as the Emotional Climate of Organisations, Emotional Buy-In and Emotional Intelligence will be considered in relation to creating outstanding service personification for Events (i.e. where the staff really personify the values and culture of the Event).
Consideration then moves onto how organisations – within the context of ‘emotional mobilisation’ – design Evocative Experiences that sear themselves onto the memories and recall of all Event goers. A range of evaluative methods are advanced to help students calibrate and measure the emotional impact of Events, leading to improvements in key sensory cues and ‘moments of truth’ at every stage of the customer journey that continually improve the Events Experience for all participants.
This module provides you with a thorough grounding in the techniques of sales and business development needed to achieve organisational objectives. Whilst the module focuses primarily on the sales process within business to business manufacturing and retail contexts, it also explores business to consumer contexts. Employment in sales related careers within the business to business sector represents 8% of total UK employment – one of the UK’s largest sectors of employment and is forecast to grow by 12% by 2020.
Exemplary Corporate Social Responsibility (CSR) policies and safety records are the hallmarks of successful events-based organisations. Over recent years safety failures at leisure parks (e.g. Alton Towers in 2016, where a ‘thrill’ ride safety failure caused a number of serious injuries), river cruises (e.g. the Marchioness disaster in 1989 where 23 party goers lost their lives) and security breaches at concert venues (e.g. Paris in 2016 and the Manchester Arena in 2017) have highlighted the importance of having cast iron procedures in this area. In the past major safety breakdowns at English football stadiums (e.g. Bradford 1985 and Hillsborough 1989), which have caused multiple fatalities have led to the launch of criminal proceedings for the individuals tasked with ensuring crowd safety. UK law enforces a strict code of conduct upon the organisers and authorities charged with holding large-scale gatherings – any breaches of which, could result in serious sanctions and penalties.
This module provides a framework with which to undertake a substantial, disciplinary-relevant, research project. This is dependent on the subject you are studying or degree pathway you are pursuing. For example, it may be a study into marketing and public relations, human resource management, accounting and finance, or strategy. The module provides a framework for integrating the principles, tools and methods of your programme, developing your practitioner skills via research methods, analytical tools and techniques. The project requires a high degree of professionalism in time management and managing the supervisory relationship. It is a requirement that the project adheres to the framework of ethical approval applied in the Business School in the year of study.
In order to complete this course you must successfully complete at least 20 credits from the following indicative list of OPTIONAL modules.
As a level 6 module, ‘Creativity, Innovation and Entrepreneurship’ contributes to the course core philosophy by providing you with the opportunity to enhance your skills and develop your creativity, open your mind to innovation and understand the entrepreneurial opportunities these could afford you. This will enable you to compose and construct a series of relevant materials to effectively communicate your ideas and apply your professional skills to develop an entrepreneurial idea.
Operational and process breakdowns can seriously damage Events. That is to say; a lack of clear, systematic and symbiotic processes that are operated and understood by well trained and motivated staff immobilises Events organisations. Often Events have excellent conceptual propositions and fine marketing but fail to deliver their ‘customer promise’ by having inadequate systems and processes. A great process moves Events customers, materials or information through a series of added value process stages assisted by enabling factors such as staff, machinery, technology and facilities. Blockages and breakdowns occur when there is a scarcity of investment in these enabling factors and an imprecise and haphazard design of processes (be they singular, multiple, linear, parallel, core etc.) Mastering Operational and Process Improvement (OPI) is an essential skill Event, Venue and Experience Managers require; something that will yield tangible benefits to the organisations they are deployed in either now or in the future.
In line with the current growth in events (mega, major, hallmark, local) and associated benefits now widely regarded by potential host locations it is increasingly important for future Sport and Event Managers to understand the legalities related to bidding for such events.
All core modules are guaranteed to run. Optional modules will vary from year to year and the published list is indicative only.
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Chartered Management Institute
This course is accredited by the Chartered Management Institute (CMI). This means that you can achieve the Level 5 CMI Certificate in Management and Leadership alongside your degree. The award is conditional on successfully completing the Honours degree programme in the appropriate module areas.
Employability
You will have opportunities to undertake live projects with real employers, and study contemporary relevant event, venue and experience issues, developing the capability to manage the complexity and uncertainty of the contemporary workplace.
EVE incorporates modules specifically designed to build a professional and independent approach to study which facilitates lifelong learning.
Placements
Connections that Birmingham City Business School has made through its Academy of Multi-Unit Leadership (with over 600 graduate managers from industry-leading event and leisure organisations) will provide you with the opportunity to access placements. You will supported in this by the course academics and designated placement office.
International
Welcome to the Birmingham City Business School, home to students from over 70 countries all around the world!
Birmingham City Business School is one of the UK’s largest, most established and most respected business schools. Our programmes are practice based and many have an international focus, which means your course will be entirely relevant to today’s business world. Almost all of our courses, both at undergraduate and postgraduate level, are open to international students.
We also have links with universities across the world, including Europe, the USA, China, India and Malaysia.
International ServicesOur international pages contain a wealth of information for international students who are considering applying to study here, including:
- Explore some of the good reasons why you should study here
- Find out how to improve your language skills before starting your studies
- Find all the information relevant to applicants from your country
- Learn where to find financial support for your studies
The University is conveniently placed, with Birmingham International Airport nearby and first-rate transport connections to London and the rest of the UK.
Facilities & Staff




Our Facilities
We are constantly investing in our estate and have spent £340 million on new learning facilities.
The Curzon Building
This course is based at our City Centre Campus – and specifically The Curzon Building, alongside other Social Sciences, Law and Business students.
The £63m building offers students a unique social learning space, including a dedicated student hub incorporating student support services, in the heart of Birmingham’s Eastside development.
The Business floors house an extensive number of IT facilities, breakout areas, and specialised rooms. The Marketing Link Agency is designed to replicate a modern marketing firm, allowing students to get real-life experience of working in the marketing sector. There is also the City Trading Room, which features state of the art stock market tracking equipment, keeping you up to date with all the financial comings and goings of the London Stock Exchange and Wall Street.
The Curzon building is also conveniently close to Birmingham’s business and financial centre, allowing for strong links between your studies and the real world.
The Curzon Building also features:
- An impressive library with access to over 65 million full text items and stunning views of Eastside City Park
- Your Students’ Union which is located in a beautifully restored 19th century pub, The Eagle and Ball
- A modern 300-seat food court with space to study and socialise
- Accessible IT facilities with full Office365 for all students for free
- Shared facilities with the wider campus including the Parkside Building and Millennium Point
Our staff
Dr Libby Carter
Lecturer
Dr Libby Carter is a Lecturer on the Event, Venue and Experience Management and Global Sport Management courses at Birmingham City University. She holds a PhD from Coventry University in the area of Mega Event Ceremony Social Legacy.
More about LibbyDr Richard Oddy
Senior Lecturer and Programme Director
Dr Richard E. Oddy is a Senior Lecturer and Course Director specialising in Marketing, Sport and Event Management. He has developed and launched a number of new courses in these specific fields, and has over a decade of teaching experience at both undergraduate and postgraduate level.
More about Richard