Module details for Event Marketing


This module applies the principles of marketing and communications to events marketing. The module explores the fundamentals of managing the marketing of events and the use of events within effective marketing and communications campaigns.


The aim of this module is to provide students with a holistic and critical understanding of the range of complex elements of events marketing within a global and technology-enabled marketing environment.

Learning Outcomes

By the end of this module the student should be able to:

1.  Critically discuss the distinct nature of marketing within the events sector.

2.  Critically explore the role of events in the development of effective marketing and communications campaigns

3.  Provide a creative and strategic solution to a specific events marketing challenge

Indicative Content

1 Principles of Events Marketing Planning and Delivery

The factors influencing decision-making in events marketing. The nature of creating and executing events marketing plans.

2 The Role of Events in Marketing Communications

The relationship between events, marketing and communications. How does events marketing support effective marketing and communications strategies. The use of marketing and communications tactics in supporting events marketing.

3 Digital Media and Events Marketing

The use of digital media in planning, executing and evaluating the success events marketing plans.

4 Events marketing and the demands of a sustainable agenda

Events are major contributors to the global economy supporting other sectors such as tourism, hospitality and entertainment. This module discusses balancing the demands of the sustainable future with the contribution of events to the economy.

Teaching and Learning Work Loads

Teaching and Learning Method Hours
Lecture 14
Tutorial/Seminar 14
Practical Activity 14
Assessment 60
Independent 98
Total 200

Guidance notes

SCQF Level - The Scottish Credit and Qualifications Framework provides an indication of the complexity of award qualifications and associated learning and operates on an ascending numeric scale from Levels 1-12 with SCQF Level 10 equating to a Scottish undergraduate Honours degree.

Credit Value – The total value of SCQF credits for the module. 20 credits are the equivalent of 10 ECTS credits. A full-time student should normally register for 60 SCQF credits per semester.


We make every effort to ensure that the information on our website is accurate but it is possible that some changes may occur prior to the academic year of entry. The modules listed in this catalogue are offered subject to availability during academic year 2021/22 , and may be subject to change for future years.