Events Management in the Digital Age
| Module title | Events Management in the Digital Age |
|---|---|
| Module code | BEMM804 |
| Academic year | 2025/6 |
| Credits | 15 |
| Module staff | Dr Rami Mhanna (Lecturer) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 11 |
| Number students taking module (anticipated) | 100 |
|---|
Module description
In this module you will explore a range of strategies to plan and organise different types of events, and you will discover how best to apply digital transformation tools and modern technologies to effectively engage events’ audience worldwide. With greater technical possibilities within digitalising events, the meetings and events industry has undergone a dramatic shift, causing an acceleration of technology adoption.
The events industry is becoming increasingly disrupted, and events organisations are constantly presented with both dynamic opportunities and immediate challenges. Understanding how to bring in an experiential dimension, distinctive events experience and engage consumers in generating and co-creating networked communities through events has become an essential skill for events managers and marketers.
As part of this module, you will be introduced to simple events planning and management design tools and operations principles, with a focus on both understanding how Personalisation and Artificial Intelligence are leading the digital transformation in the event industry. By exploring these more creative tools, you will be encouraged to build a richer and more detailed understanding of the skills associated with fully personalised events environments in ways that were unthinkable only a few years ago.
Module aims - intentions of the module
Using a collaborative and dynamic ‘workshop’ environment, the aim of this module is to practice applying your knowledge and events management skills to plan for future and more personalised events via a series of academic exercises. Employing both group work and individual creativity, you will be challenged in a fun and fast-paced environment to respond to a series of scenarios and challenges utilising digital tools as an integral part of strategic event management. Having examined, applied, and utilised your newly gained events management capabilities, you will then be asked to reflect on your experiences to both bring the theory to life and create valuable practical learning designed to equip you for your post programme events management career.
Intended Learning Outcomes (ILOs)
ILO: Module-specific skills
On successfully completing the module you will be able to...
- 1. Critically evaluate the strategic planning process of events
- 2. Reflect on the role of Digital Transformation in the events industry
ILO: Discipline-specific skills
On successfully completing the module you will be able to...
- 3. Critically understand personalised events experiential dimensions and lasting engagement
- 4. Apply strong problem-solving skills and creative thinking required for various types of events
ILO: Personal and key skills
On successfully completing the module you will be able to...
- 5. Utilise appropriate digital tools & techniques
- 6. Produce professional proposals
Syllabus plan
As the events management industry is dynamic and experiential in this digital age, the module is experiential in nature to reflect this. Indicative themes that will be explored as part of this module include:
- An introduction to events management
- Digital technologies in events management
- Personalisation and Artificial Intelligence
- Strategic planning and management of events
- Events Typology & Digital Transformation
- Sports and Mega Events
- E-Sport Events
- MICE Events (Meetings, Incentive Travel & Conferences & Exhibitions)
- Virtual Events
- Festivals & Cultural Events
- Future trends and technologies in events management
- Module Reflection & Conclusion
Learning activities and teaching methods (given in hours of study time)
| Scheduled Learning and Teaching Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 20 | 130 | 0 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Scheduled Learning and Teaching Activity | 20 | Whole cohort sessions, workshops & assessment support |
| Guided Independent Study | 130 | Core and supplementary reading, individual assignments |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Seminar discussion & participation | Via workshop sessions | 1-6 | Verbal and/or written |
| Group Presentation | Via workshop sessions | 1-6 | Verbal and/or written |
Summative assessment (% of credit)
| Coursework | Written exams | Practical exams |
|---|---|---|
| 100 | 0 | 0 |
Details of summative assessment
| Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|---|
| Event Proposal in the Digital Age | 100 | 3500 words | 1-6 | Written feedback |
Details of re-assessment (where required by referral or deferral)
| Original form of assessment | Form of re-assessment | ILOs re-assessed | Timescale for re-assessment |
|---|---|---|---|
| Event Proposal in the Digital Age | Event proposal resubmission - 3500 words | 1-6 | Referral/deferral period |
Re-assessment notes
Deferral – if you have been deferred for any assessment you will be expected to submit the relevant assessment. The mark given for a re-assessment taken as a result of deferral will not be capped and will be treated as it would be if it were your first attempt at the assessment.
Referral – if you have failed the module overall (i.e. a final overall module mark of less than 50%) you will be expected to submit the relevant assessment. The mark given for a re-assessment taken as a result of referral will be capped at 50%.
Indicative learning resources - Basic reading
Core Text:
- Bowdin, G A. J., Allen, J., Harris, R., Jago, L., O'Toole, W. & McDonnell, I. (2023). Events Management, (4the ed), Routledge.
Books:
- Allen, J., Harris, R. & Jago, L. (2022). Festival & Special Event Management, Wiley.
- Hassan, A. (2022). Digital Transformation and Innovation in Tourism Events. Taylor & Francis
Indicative learning resources - Other resources
- Event Management
- International Journal of Event and Festival Management
- International Journal of Hospitality and Event Management
- Tourism Management
- Leisure Studies
- Journal of Sport Management
- Managing Leisure
- International Journal of Sport Management and Marketing
- Sport Management Review
| Credit value | 15 |
|---|---|
| Module ECTS | 7.5 |
| Module pre-requisites | None |
| Module co-requisites | None |
| NQF level (module) | 7 |
| Available as distance learning? | No |
| Origin date | 01/02/2024 |
| Last revision date | 01/02/2024 |
