Module code: MANM355

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 provider

Hospitality, Tourism & Events Management

Module Leader

LUNT Thomas (Hosp & Tour)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

Module cap (Maximum number of students): N/A

Overall student workload

Independent Learning Hours: 106

Seminar Hours: 22

Guided Learning: 11

Captured Content: 11

Module Availability

Semester 2

Prerequisites / Co-requisites


Module content

Indicative content includes:

  • Introduction to the module and the business and cultural events sector

  • Eventful cities

  • Destination, site and venue selection

  • Business ethics and sustainability

  • Cultural events issues

  • Leadership, governance and stakeholders

  • Marketing destinations and event strategies

  • Event portfolios

Assessment pattern

Assessment type Unit of assessment Weighting
Coursework Podcast/Recording on culture or business events issue at a specified event 40
Oral exam or presentation 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. For Assignment 1 will be asked to re-submit their presentation on the topic set in the original assessment.  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)

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 a podcast/recording (40%)  where students are asked to critically discuss a culture or business events 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

Module aims

  • Provide students with a current understanding of the business and cultural event industries
  • Provide an analysis of the stakeholders involved, market trends and patterns of provision, the role of  business and cultural events in the wider business & tourism industry.
  • Investigate the role of venues and destinations in the strategic delivery of high quality event experiences
  • Appriaise strategies used for the successful management of business and cultural events via a range of international case studies

Learning outcomes

Attributes Developed
001 Develop a critical understanding of a range of issues in the business and cultural event industries KCT
002 Critically discuss trends in the business and cultural industries KCPT
003 Demonstrate a clear understanding of strategies used by destinations for the successful development of business and cultural events. KCPT
004 Demonstrate communication and reflective skills C

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

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.

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list
Upon accessing the reading list, please search for the module using the module code: MANM355

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

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 2021/2 academic year.