Module code: MANM355

Module provider

Hospitality & Tourism Management

Module Leader

BERRIDGE GC Dr (Hosp & Tour)

Number of Credits


ECTS Credits



FHEQ Level 7

JACs code


Module cap (Maximum number of students)


Module Availability

Semester 2

Overall student workload

Independent Study Hours: 117

Lecture Hours: 33

Assessment pattern

Assessment type Unit of assessment Weighting
Practical based assessment GROUP STRATEGIC WORKSHOP - 25 MINS + 5 FOR QUESTIONS 60

Alternative Assessment

Students who require re-assessment will be asked to re-submit their work based on the topic set in the original assessment. Students who need to be reassessed for Assignment 1 will be asked to re-submit their presentation based on the topic set in the original assessment. For Assignment 2, instead of group work, students will be asked to write an individual essay on ‘Strategic issues and success factors in business and cultural events’ (word count: 2000)

Prerequisites / Co-requisites


Module overview

Business and cultural events are a key feature of the events industry. They involve a wide range of stakeholders and can have extensive  impacts and legacies on destinations and businesses in and outside of the event tourism sector. This module will provide an overview of the business events sector and evaluate where cultural events fit in it; the module will discuss event strategies that apply specifically to these types of events, and will examine current trends in the sector.

Module aims

Provide students with a thorough and current understanding of the business and cultural industries from both demand and supply side perspectives

Provide an analysis of the stakeholders involved, market trends and patterns of provision, the role of  business and cultural eventsin the wider business & tourism industry.

Investigate the role of the event venue and destination in the strategic delivery of high quality event experiences

Consider the impact of new technologies and relevant sustainability issues

Appriaise strategies used for the successful management of business and cultural events via a range of international case studies

Learning outcomes

Attributes Developed
1 Develop a critical understanding of supply and demand side issues in the business and cultural event industries KCT
2 Critically assess the role of new technologies and sustainability issues in the business and cultural industries KCT
3 Critically discuss trends in the business and cultural industries KCPT
4 Demonstrate a critical understanding of strategies used by destinations used for the successful management of business and cultural events. KCPT
5 Demonstrate communication and reflective skills C

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Module content

Indicative content includes:

Introduction to the module and the business and cultural events sector
Eventful cities
Supply and demand
Site visit
Destination, site and venue selection
Business ethics and sustainability
Cultural events for Generation Y
Leadership, governance and stakeholders
Marketing destinations and event strategies
Event portfolios

Methods of Teaching / Learning

The learning and teaching strategy is designed to provide a framework and context for the application of existing knowledge and theories. This framework will then be explored and developed through examples and case studies, particularly in introducing the latest thinking, issues and methods of business and cultural events management. 

The teaching and learning strategy is designed to explore the characteristics and effective management strategies of the business and cultural industry. It aims to allow students to develop their learning both individually and in a group, to discuss their views based on a critical understanding of issues, to present their ideas with confidence and to manage and critically reflect on their learning.

The teaching and learning methods include interactive lectures, scheduled for a length of 3 hours, supported with case study examples, exercises and debates; guest lectures and/or site visits to provide a link between theory and practice; in-class group work and formative feedback sessions, informal peer assessment, group and individual tutorials.

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate their ability to apply theory to practice, and to ensure that students have achieved the required level of knowledge and understanding about the subject.

Thus, the summative assessment for this module consists of:

Individual assignment based on an animated movie (40%, due in Week 5), where students are asked to critically discuss a strategic issue
Group assignment to deliver a workshop; recognize and discuss strategic challenges and present recommendations for action (60%, due between weeks 7- 11).


Formative assessment and feedback

Students receive feedback in written comments on their assignments
Students receive feedback in class on the relevance of their in-class discussions (in small groups) to the topic under discussion in each workshop activity
Students receive one-on-one feedback during scheduled assignment planning workshops
Mid-semester student discussion and feedback to lecturer on module

Reading list


Programmes this module appears in

Programme Semester Classification Qualifying conditions
International Events Management MSc 2 Optional A weighted aggregate mark of 50% is required to pass the module
International Events Management (EuroMasters) MSc 2 Optional A weighted aggregate mark of 50% is required to pass the module

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2017/8 academic year.