EVENT INNOVATIONS - 2027/8

Module Overview

Event Innovations introduces students to cutting edge practices and technologies required to respond to the dynamic international event environment. This is a central part of our commitment to develop students' digital capabilities, including developing their strategic and ethical understanding of the role of artificial intelligence in the events industry. The module examines developments such as XR and virtual event technologies, intelligent venue systems, generative AI, digital ticketing and payment solutions, and social innovation, considering how these can support more effective, sustainable, and commercially viable events. Students engage critically with innovation theory and apply it to real-world event contexts, while also benefiting from direct interaction with industry professionals from diverse event settings.

Module provider

Surrey Hospitality & Tourism Management

Module Leader

KENNELL James (Hosp & Tour)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 6

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

Module Availability

Semester 2

Prerequisites / Co-requisites

None

Module content

Indicative content includes:

• Innovation in the contemporary global events industry
• Theories and models of innovation in event management
• Digital, hybrid and virtual event formats
• XR, VR and immersive event experiences
• Intelligent venue systems, smart infrastructure and connectivity
• Digital ticketing, access, payment systems and data-enabled operations
• Artificial intelligence in events, including planning, personalisation, customer experience and operational decision-making
• Sustainability and social innovation in events, including inclusion, accessibility, community impact and social value
• Ethical issues in event innovation, including privacy, surveillance, bias and digital exclusion
• Applied innovation strategy and case studies in business, sport, cultural and public event contexts

Assessment pattern

Alternative Assessment

For Assignment 1 a 2000 word report will be required as advised by the module leader

Assessment Strategy

The assessment strategy is designed to achieving the Learning Outcomes for the module.

Thus, the summative assessment for this module consists of:

Assessment 1:

• An individual recorded presentation that uses theories of innovation and examples of innovation in the events industry to analyse the role of innovation in either the competitiveness, sustainability or resilience of events (LO: 1, 2).

Assessment 2:

• An individual business-style report that focuses on one current or future application of artificial intelligence in the events industry, including its ethical and managerial implications.The report must include, as an appendix, a log of the student¿s use of generative AI, documenting the prompts employed during the development of the report and the decisions taken in response to the outputs received.  (LO: 3, 4).

Formative Assessment and Feedback:

During seminars, students will be able to discuss their ideas, and to receive formative feedback.  Time will also be given in class to support students with the production of the appendix for assessment 2.  Students will also be able to book appointments with the module leader and tutors to discuss their work as it develops.

Module aims

• Expose students to cutting edge practices and advanced technologies adopted across the global events industry to develop students' digital capabilities and understanding.
• Illustrate how these new practices and technologies are increasingly essential to operational and service delivery and the competitiveness, sustainability and resilience of events.
• Provide a forum for students to analyse the strategic role of artificial intelligence in the events industry and the ethics involved in its implementation.
• Analyse how theories of innovation can be applied to the events industry to understand the diffusion of innovation and its managerial implications.

Learning outcomes

Methods of Teaching / Learning

The learning and teaching strategy for this module is designed to:

Develop students¿ critical understanding of cutting-edge practices and advanced technologies in a range of event contexts, and to understand key digital capabilities and opportunities for delivering contemporary events.

Increase student knowledge of how and why these cutting-edge practices and technological innovations play a key role in the competitiveness, sustainability and resilience of events.

Increase student knowledge of theories of innovation, to support students to identify possibilities for transferring innovations across contexts, enhancing their employability in the event industry.

Support students to analyse the strategic role of artificial intelligence in the events industry and the ethics involved in its implementation.

The learning and teaching methods include:

Lectures;

Seminars;

Industry guest speakers;

Practical workshops;

Online resources.

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

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MAN3196

Other information

This module adopts the university curriculum framework, which aims to develop learners with strong capabilities in Employability, Digital Capabilities, Global and Cultural Capabilities, Sustainability and Resourcefulness and Resilience. This module contributes to the development of all of these:

Employability

Students will be expected to produce an individual presentation and a business-style report on an innovation that they chose and its implications for the events industry, which will draw on contemporary research and analysis. As such, the students will be required to demonstrate and apply research and analytical skills transferable to many workplace contexts. In addition, guest lecturers will present up-to-date insight from industry and provide an opportunity for students to directly learn from events and technology professionals.

Digital Capabilities

The foundation of this module is focused on technology and improving digital capabilities for integrating technology, including AI, to tackle operational, service, and strategic challenges in the planning and delivering of events. Further, the preparation of their assignment will require students to use appropriate digital tools and methods,  including generative AI, as well as toengage with the Virtual Learning Environment (VLE), SurreyLearn, and video conferencing platforms such as Microsoft Teams to facilitate learning.

Resourcefulness and Resilience

Delivering contemporary events requires resourcefulness to tackle consumer needs and to deliver high quality experiences and we discuss the role of technology in enabling this. The integration of technology in this module is also essential to ensure that graduates are confident in engaging with  technology to keep up with industry standards and consumer demands. In addition, the module will provide the students themselves with opportunities to further develop these skills, as they learn in and contribute to the workshops and reflect on their own experiences and problem-solving abilities.

Sustainability

Sustainability is central to this module - particularly the need to create sustainable business models through the integration of technology. 

Global and Cultural Capabilities

The study of events and technology requires international and cross-cultural perspectives. The module workshops will provide students with the opportunity to study international case studies, and to understand diverse perspectives. In addition, the workshops will require students to work in groups with other students from diverse backgrounds. This will broaden their world view, challenge their perspectives, and enhance their understanding of the values, norms, and behaviors, which exist in other cultures.

Programmes this module appears in

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 2027/8 academic year.