MA / PGDip

Accredited by the University of Warwick

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Sep: 1 year FT | Feb: 15 months FT


September, February


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Department of Hospitality and Tourism
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Sep: 9 months FT | Feb: 12 months FT


September, February


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Department of Hospitality and Tourism
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US$876bn estimated global market for digital advertising and marketing by 2026*

*Statista, June 2022

Assessment is 100% coursework – no exams

Do you want to work in hospitality, tourism or events? Are you fascinated by the power of marketing? Our Marketing Management for Events, Hospitality and Tourism postgraduate course combines developing your marketing skills with exploring how to apply them to these dynamic industries, giving you specialised expertise for a variety of roles ranging from hotel and business centre management to events companies and marketing positions with major firms.

This marketing course focuses on developing effective marketing management competencies with a range of modules designed to reflect the contemporary environment. You will interact and engage with leading marketing practitioners and academics as well as having access to a wide range of specific marketing resources.

Delivered through flexible learning, our course is hands-on and will arm you with a wealth of practical skills and experience while you study. As well as working on live projects and engaging with industry experts, you will be able to develop a wide variety of valuable media skills for the sector studying in our state-of-the-art Digital Creative Studio on campus.

Why should I choose this course?

  • PRACTICAL APPLICATION – ‘Learn by doing’ through live project work and developing your own business start-up idea, as well as building practical skills in our Digital Creative Studio
  • EXPERT TUITION – Interact and engage with business experts who will mentor you to ensure you develop the skills and knowledge to succeed
  • FLEXIBLE LEARNING – Blended delivery provides flexibility for you to weave your study around work commitments
  • AWARD-WINNING UNIVERSITY – Study at the highest-ranking university in the region according to student choice (Whatuni Student Choice Awards 2023)

Our facilities

Students on our marketing courses have access to our Digital Creative Studio, where you can get hands-on experience creating podcasts, promotional videos and livestream content for social media.

Course breakdown

  • Postgraduate

Core Modules

Global Marketing for Events, Hospitality and Tourism

The aim of this module is to provide you with an understanding of the key dimensions of the contemporary global marketing environment and its significance in hospitality, tourism and events. You will be examining the changing face of consumer demands and expectations and analysing the marketing challenges, opportunities and options available. We will focus on current trends and emerging themes including sustainability, digital disruption and corporate social responsibility that have changed the face of marketing in recent years. Using real-life examples, you will develop skills to develop, evaluate and implement effective campaigns on a truly global scale.

Dynamics of Consumer Behaviour

Consumer behaviour is always dynamic. In this module you will learn how marketers profile their customers, evaluate psychological, sociological and situational factors to predict consumer behaviour, and in turn, evaluate the success of their strategies with their targeted audiences.

Digital, Social and Integrated Campaign Management

The aim of this module is to provide you with the practical skills and theoretical knowledge of managing a wide variety of digital, social and integrated campaigns. You will learn how to analyse and define your customer base, set objectives, design campaigns and how to implement complex multi-channel campaigns. In addition, you will explore a range of digital marketing techniques like search engine optimisation, pay-per-click advertising, conversion rate optimisation, content marketing, social media strategy and Google Analytics. You will investigate a number of high profile campaigns and critique their effectiveness as well as having the opportunity to put your new skills to use with a live project.

Analytics for Decision Making

The aim of this module is to provide you with the practical skills and theoretical knowledge of making effective data-driven marketing decisions. You will learn to use a number of industry-standard analytics tools and learn to identify correct data sources, how to clean and handle data as well as how to report findings and develop data visualisation methods. You will learn how to apply concepts to a range of scenarios and develop skills to present your findings at a senior level.

Applied Masters Project

This module extends and develops your knowledge and ability in focusing upon, and preparing for, industry research. It introduces you to the disciplines of research techniques and data analysis as well as the design and execution of a research project. The project can take various forms including a traditional dissertation, generating a new enterprise start-up plan, developing a business or marketing campaign, or proposing new processes/systems/products/target markets. The aim is to develop your skills and expertise in the essential research tools you will need for both successful postgraduate study and as a self-employed entrepreneur or manager of the future.

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


  • MA Marketing Management for Events, Hospitality and Tourism – A grade classification of 2:2 is required, or international equivalent.
  • PGDip Marketing Management for Events, Hospitality and Tourism – A grade classification of third class is required, or international equivalent.
  • There are no subject pre-requisites for this programme.


  • We also consider applicants who are currently employed and wish to apply to University College Birmingham.
  • To apply, you must have five years of relevant managerial work experience, demonstrating in-depth knowledge of the sector for the subject matter you are interested in pursuing.
  • A reference detailing your roles and responsibilities from your line manager and a meeting with the programme team will usually be scheduled prior to a place being offered.

International students

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

Please note: As an International Student, when choosing optional placement, a visa extension may be required.


If you have any questions, please complete our enquiry form:

Enquiry Form

Key information

Teaching and assessment

This programme has been structured into four 30-credit taught modules, sequenced in blocks. Providing accessible and inclusive teaching and learning through a block, blended pedagogy, it will allow you to focus on understanding individual topic areas, while providing flexibility for you to plan your study around your work commitments.

The course will be delivered through a range of methods which include attending lectures, seminar debates, enterprising workshops, and interacting with guest speakers and leading entrepreneurs from industry. You will also be expected to engage with independent reading and research to ensure an interactive and personalised learning experience.

Our course is assessed through coursework – there are no examinations.

Our teaching and assessment is underpinned by our Teaching, Learning and Assessment Strategy 2021-2024.

Tuition fees

UK students

If you are a UK student or an EU student with settled or pre-settled status enrolling on an MA/MSc course at University College Birmingham, your fee for the academic year 2024/25 will be £9,350. The fee for the PGDip course is £6,350.

View postgraduate fees

International students

If you are an international student enrolling on one of our postgraduate programmes (e.g. MSc, MA) in 2024/25, your fee for this academic year will be £15,000 per year.

View international fees

Unibuddy Community - meet other students on your course

Starting university is an exciting time, but we understand that it can sometimes feel a little daunting. To support you, you will be invited to join our Unibuddy Community, where you can meet other students who have applied for the same course at University College Birmingham, before you start studying here.

As soon as you have been made an offer, you will be sent an invitation email to complete your registration and join the Unibuddy Community. For more information, check out our Unibuddy Community page.

I found the modules and courses that University College Birmingham had to offer very interesting because of the practical emphasis. I met many good friends during my studies. Being at the University felt like being part of a big family, and the lecturers are very friendly and approachable.

Teck Choon Ang Marketing Management for Events, Hospitality and Tourism MA

Career opportunities

The example roles and salaries below are intended as a guide only.

Conference centre manager

Average Salary: £36,000

Event manager

Average Salary: £33,000

Hotel manager (small hotel or deputy of larger hotel)

£27,500 - £31,000

Marketing executive (postgraduate)

Average Salary: £37,500

Tourist information centre manager

Average Salary: £30,000

Digital marketer

Average Salary: £30,000


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


Find out more


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Melissa’s Story

Melissa's marketing career has seen her climb the ladder to become a manager within a multi-million pound company.

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