TOU4232 Marketing, Enterprise and Tourism Department Handbook Brief, Middlesex University London

Assignment Brief

Module aims and objectives

The aim of this module is to develop a critical understanding of the events management field and to equip students with the knowledge and skills to be able to:

1. Effectively assess events’ impacts and legacy.
2. Analyse the role of business, conference, cultural/heritage, sporting, religious and other festivals and events in the development and revitalisation of destinations at local, regional and national levels.
3. Compare and contrast the motivations and roles of the various stakeholders of events along with the motivations of participants drawing on theoretical frameworks.

Learning outcomes

On completion of this module, the successful student will be able to:

• Analyse events using the event concept framework;
• Critically evaluate the impacts and legacies of events and the methodologies for evaluating these impacts;
• Compare and contrast the motivations and behaviour of a range of event audiences;
• Reflect on contemporary issues (i.e. sustainability, sponsorship, marketing) in events management.

Learning, teaching and assessment strategies 

This module will be taught using interactive lectures, practical seminars, case study analysis and videos, as is reasonably practical. Key concepts, themes and theoretical frameworks will  be introduced in lectures whilst seminars will be used to discuss case studies, for students to  present their own primary research and will provide the opportunity for providing formative  feedback to students. Students are expected to engage with the module’s Virtual Learning  Environment (VLE) and other technologies like Zoom, Socrative that it supports, for example,  synchronous and asynchronous tutorials during the teaching term. 

Learning resources

The module will be supported by Middlesex University’s online learning environment (MyLearning) as well as book and journal resources in the library and on the Web. The following represent indicative reading for this module:

Essential: (both books are e-books and you can have access on them immediately using Kortex)

➢ Evans, G. (2020) Mega Events. Placemaking, Regeneration and City-Regional Development. Oxon: Routledge.
➢ Foley, M., McGillivray, D. and McPherson, G. (2012). Event policy, from theory to strategy. London: Routledge.
➢ Getz, D. (2021) Dictionary of event studies, event management and event tourism. Edited by D. Getz and E. Abson. Wolvercote, Oxford: Goodfellow Publishers Limited.