global meetings and event management

MSc / PGDip / PGCert

Accredited by the University of Birmingham


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1.5 years FT / 2.5 years PT


Up to 6 months (optional)


September, January


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Business School
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1 year FT / 2 years PT


Up to 6 months (optional)


September, January


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Business School
Choose Award

6 months FT / 1 year PT


Not applicable


September, January


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Business School
Discover more at our next open day

Wednesday 22 July 2020

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Overseas residential allows you to conduct your own sector research

Optional work placement to enhance your career progression

Become part of an events industry worth an estimated £70 billion to the UK economy, offering hundreds of thousands of jobs across a huge range of sectors. Whether you dream of managing festivals, music and sporting events or high-profile conferences, meetings and exhibitions, our Global Meetings and Events Management postgraduate course will give you advanced knowledge and skills for higher level careers in this dynamic industry.

Featuring in-depth modules enhancing your appreciation of global events theory and the complex strategic and operational tools used in the industry, our course will mould you into a skilled decision-maker who can cope with dynamic project management and maintain key partnerships while developing substantial avenues of funding or achieving sales targets. You will work on live current case studies and have the chance to plan, market and manage a real live event with one of our charity partners.

Our events management master's course offers a huge array of further opportunities, from an international residential trip to a multitude of industry visits and the option of a work placement in locations around the world. Thanks to our excellent partnership with event management software company Cvent, you can further boost your employability with additional specialist skills training, while you will also have access to state-of-the-art video and podcast facilities in our new Digital Hub.

Why should I choose this course?

  • RESIDENTIAL VISIT – Study the role of events in tourism development on a visit to a global destination, with essential fees covered by the University – past trips have included Milan, New York, Copenhagen, Athens and Vienna
  • WORK PLACEMENT – Put your skills into practice on an optional 3 to 6-month placement in the industry
  • ENRICHMENT – Hear from guest speakers and visit a wide array of major events and venues including ICC Birmingham, Telford International Conference Centre and International Confex in London
  • PRACTICAL APPLICATION – Work on live current case studies and develop further skills using Cvent event management software, with additional certification to boost your CV

Our facilities

Our learning spaces at University College Birmingham ensure you have the right environments to build your knowledge, from lecture theatres to interactive group working spaces and extensive library resources. You will also have use of our brand new Digital Hub offering state-of-the-art video and podcast facilities and equipment, including 4K cameras, green screen technology and Adobe Creative Cloud software.


Course breakdown


Core Modules

Events in Tourism Development

Events are seen as key drivers of tourism development. Events help initial development and attract investment, aid co-branding and enhanced destination’s reputation, encourage business development and improvement, incentive travel/experiential events and lead to the enhanced sustainability of the tourism destination. You will critically analyse both the positive and negative impacts events can bring to a destination. Throughout the module, you will explore issues surrounding event tourism provision using data analysis, strategic thinking, commercial awareness and fieldwork research. This module involves an international residential trip abroad where you will carry out your fieldwork research with the opportunity to explore tourism and event issues in an exciting overseas destination. This module helps to build employability skills such as high-level analysis, research and enquiry, analytical skills, time management, organisational skills and business acumen, communication and research skills.

International Events Management

This module critically assesses the feasibility of large-scale event projects and facilities. By examining contemporary issues and trends particularly focused on the MICE sector, you will understand the impact of international events on local and regional economies. You will evaluate the financial viability of event projects, the international workforce and return on investment and critically analyse operational requirements that may influence key performance indicators. Interactive technologies such as virtual reality and world leading event software will be explored within the module. The module aims to demonstrate originality in the application of new knowledge pertinent to the higher level careers to which you may aspire. Through studying this Level 7 module, you will develop and enhance your employability skills including high level analysis, research and enquiry, ability to problem-solve, event management software proficiency, business acumen, project management skills, financial analysis and communication skills.

Global Digital Marketing

The learning philosophy underpinning this module aims to encourage the development of the analytical, evaluative, creative and critical patterns of thought needed to understand, develop, operate and implement successful strategic digital marketing plans, vital for the modern marketing workplace. This will enable you to develop both the practical and theoretical skills to work within a dynamic digital marketing environment. It will enable you to take a strategic approach to digital marketing planning, integrating digital strategy, models, frameworks, the use of events to launch brands and reactivation campaigns, PR and techniques throughout to achieve competitive advantage. It recognises the significance of situation analysis and introduces you to both traditional evaluative techniques and new digital platforms for assessing both the macro and micro environments that enable effective decision making. The module will also outline the importance of all stages within the digital marketing planning process, from the digital audit, through to strategic decision making, to implementation of plans. Finally, you will learn how to manage resources and employ monitoring and measurement techniques that enable the achievement of strategic marketing objectives. Through studying this Level 7 module, you will develop and enhance your employability skills including high level analysis, research and enquiry, ability to problem-solve, digital marketing software proficiency, business acumen, project management skills, financial analysis and communication skills.

Sustainability and Ethics in Events

You will develop a deep understanding of sustainability and ethics in event organisations and understand the challenges facing the global events industry. You will examine the principles of ethical and responsible behaviour of global event operations in meeting their environmental, social and economic obligations and how they work towards making events more efficient and effective. This module seeks to increase employability skills by developing high-level analysis, research and enquiry, developing problem solving, self-reliance and confidence, business acumen, and research skills

Research option

Postgraduate Conference Research Project

The Postgraduate Conference Research Project allows you to engage in creative enquiry as you demonstrate ability to develop an in-depth investigation into an area of your own interest within the area of hospitality, tourism or events management. The module develops business-relevant knowledge and advantageous competencies such as report writing, visual communication and presentation skills.

Postgraduate Employability Project

This project is formed while you are working on your industrial placement. The key will be to develop independent learning, problem solving, analysis, assimilation and communication skills while on placement. You will be able to demonstrate your knowledge in a particular area of the sector and apply theory models to dissect the real world problem. During the taught programme, you will explore the process of designing and constructing an industry-focused piece of research. The output will be a body of work, which will assist in you gaining employment in the chosen sector.

Placement (Optional)

Postgraduate Work Placement

The Postgraduate Work Placement module provides you with the opportunities to further develop practical skills, relate theory to practice and to gain a sound base of experience. In addition, the module seeks to develop 'life skills' to assist you in progressing towards a career in management. The placement period offers you the opportunity to experience work in the hospitality industry and to gain academic credit for your learning. It is important therefore that you are given the opportunity to work in an organisation which is both appropriate to your needs and has a professional approach towards training and development. Your needs and any previous experience are taken into consideration when introducing you to a suitable employer. The staff in the hired@UCB suite will draw on their extensive experience to ensure that the objectives are met as fully as possible.

The modules listed above for this course are regularly reviewed to ensure they are up to date and informed by industry as well as the latest teaching methods. On occasion, we may need to make unexpected changes to modules – if this occurs, we will contact all offer holders as soon as possible.

Entry requirements


  • MSc Global Meetings and Events Management – A grade classification of 2:2 is required, or international equivalent.
  • PGDip Global Meetings and Events Management – A grade classification of third-class is required, or international equivalent.
  • A subject-related UK or International honours degree from a recognised institution.


Candidates should hold at least five years’ management experience in a relevant field, along with appropriate educational qualifications to support your learning journey on this Level 7 programme.

EU/international students

For international applicants, University College Birmingham’s standard English language requirements for postgraduate study will apply (IELTS 6.0 or equivalent TOEFL/TOEIC).

For entry requirements for EU and international students, please visit the Country Specific Information page.


If your degree is not related and you do not have relevant managerial work experience, please contact Admissions so that we can discuss your application on an individual basis before you apply.

If you have any questions, please send us an email:

Home and EU applicants:

International applicants:

Key information

Teaching and assessment

The mainstay of the teaching will be via our online facility and the Canvas learning platform. You will also have access to Cvent along with desktop publishing platforms via Adobe Creative Cloud. Wider graduate advantage skills will be enhanced through the production of research material.

Lectures and fieldwork will provide opportunities for you to explore concepts relevant to your study. You will also be analysing case studies as a way to understand the link between theory and sector practice.

You will be assessed in a variety of ways to encourage you to develop a range of skills. These include essays and reports, investigative fieldwork, case study analysis, presentations and simulation using industry-specific software.

Our teaching and assessment is underpinned by our Teaching, Learning and Assessment Strategy 2015-2020.

Additional qualifications and training

Our course allows you to boost your CV with Cvent certification through use of the e-learning academy, completing a variety of modules covering event management software, supplier network development, onsite registration, mobile app development and online survey development.


of graduate employers say relevant experience is essential to getting a job with them

Work placements

Work placements are vital for gaining real-life experience and for building your confidence and skills before you finish your course – and they may even lead to a job when you graduate. Our hired@UCB team can help find the ideal placement for you.

Our Global Meetings and Events Management course offers you the option of a six-month placement on successful completion of the taught part of the course. You are required to secure your own placement with the support of our experienced hired@UCB team.

Work alongside experts in your sector

A snapshot of some of the employers we have worked with:

  • Westin Hilton Head Island Resort and Spa (South Carolina)
  • Marriott Brussels (Belgium)
  • Exponex Ltd (Czech Republic)
  • Holiday Inn Birmingham City Centre
  • Genting UK (Birmingham)
  • Peach Pubs (Birmingham)
The course focuses on the application of theory and strategy to industry and real-life events. Developing your strategic thinking skills at this higher level is an important skill to have and very valuable when you start working in industry and progressing into managerial roles.

Leanne Marlow Global Meetings and Events Management MSc

Career opportunities

Conference centre manager

Average Salary: £30,000

Hotel manager (small hotel or deputy of larger hotel)

£27,500 - £31,000

Event manager

Average Salary: £33,000

Market researcher

Average Salary: £30,000

Event coordinator

Average Salary: £20,961

Event planner

Average Salary: £22,323


We are here to support your career goals every step of the way. 


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Maja’s Story

Having moved from Croatia to study towards her dream events career, entrepreneur Maja is now setting the trend for sustainability in the industry.

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