MARKETING MANAGEMENT FOR EVENTS, HOSPITALITY AND TOURISM

MA / PGDip

Accredited by University College Birmingham

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Duration

Sep: 1 year FT | Feb: 15 months FT

Entry

September, February

Fees

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Department of Hospitality and Tourism

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Duration

Sep: 9 months FT | Feb: 12 months FT

Entry

September, February

Fees

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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.

Why should I choose this Marketing Management for Events, Hospitality and Tourism MA / PGDip course?

PRACTICAL APPLICATION – ‘Learn by doing’ through live project work and developing your own business start-up idea
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
TOP COURSE FOR POSTGRADUATES – This MA course scored 93% and the PGDip scored 100% for overall positivity in the Postgraduate Taught Experience Survey (PTES) 2025. We also came 9th out of 102 institutions for overall postgraduate support and 8th for community.

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.

Postgraduate Research Project (MSc only)

This module is designed to develop your wider appreciation of the academic research and exploration of in-depth contemporary issues in the international hospitality, tourism, aviation or events field, as well as communication outputs appropriate to the business world.

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

Academic

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.

Work-based

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.

Additional

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 Learning and Teaching Strategy 2025-2030.

Timetable

This is an example timetable for this course. Please note that timetables can vary from year over year and semester over semester due to various factors.

View example timetables

Tuition fees for home students

If you are a home student enrolling on a [Band 2] postgraduate degree course at University College Birmingham in 2025/2026, the tuition fee for full-time study will be £10,350 per year. For part-time study, the fee will be £5,175 per year.

View tuition fees for home students

Tuition fees for international students

If you are an international student (or have been fee assessed as an international fee payer) and enrolling on a full-time [Band 1] postgraduate degree course in 2025/2026, the fee for the academic year will be £17,000. If you complete a placement year, there will be an administration fee of £500 for a full year or £250 for a half-year placement.

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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.

This course is accredited by The Chartered Institute of Marketing (CIM), which means you will gain exemptions for industry-recognised qualifications.

Accreditations, endorsements and partnerships

University College Birmingham works with a wide range of organisations to ensure you receive the best possible training and qualifications recognised by industry.

"I started researching the best places to study for a mix of marketing experiences across different sectors. This course was perfect, as it allowed me to learn about marketing, management, events, hospitality, and tourism, which I knew would help me when I enter the industry."

Wajeeha Rafaqat Marketing Management for Events, Hospitality and Tourism MA