UNDERGRADUATE COURSE GUIDE 2011 ABERDEEN BUSINESS SCHOOL•ROBERT GORDON UNIVERSITY•ABERDEEN
EVENTS MANAGEMENT Make it HAPPEN
Introduction Opportunities Prospects Opportunities
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What and when: course overview …and course detail How will I be taught? How can I apply? What next?
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Choosing a course isn’t straightforward. There’s loads of detail you need to know: where will I study? what topics get covered? how do I get assessed? Plus you also want to gain a ‘feel’ for things – ideally, direct and honest from some current or recent students. In this brochure we’ve combined both these: hard facts with real views. And we’ve tried to keep things short and clear, so you don’t get put off by more information than you need. Our aim is to give you a quick, genuine and useful insight into our courses. If there’s anything more you’d like to know, please don’t hesitate to get in touch.
introduction: A SECTOR THAT’S GOING PLACES
“A recognised qualification and education specific to the industry would give students the tools to transfer into the industry easily and quickly.”
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Louise Lonie EVENTS MANAGEMENT
… has worked in the industry for nine years, currently as Head of Sales & Marketing at Aberdeen Exhibition & Conference Centre. “It would be hugely advantageous to have a degree available to students looking to develop into this area. At present, relevant courses only briefly touch on the events industry and don’t cover it in great detail. As a gateway to securing a job within this industry, I can only see this development as positive.”
EVENTS MANAGEMENT BA (Hons) UCAS N820
Is your dream career to secure and manage the line-up at T in the Park? Or to be Corporate Events Manager for the Eden Project? Community Events Manager for BP? Sponsorship Liaison Officer for the next Mountain Bike World Cup? Whatever your dream, this course can help you achieve it. The events industry is huge. Events dominate the media, fill transport systems, hotels and venues, meet business objectives and motivate communities. Consider the national importance and potential economic and social impacts of the Commonwealth Games, Offshore Europe, the Ryder Cup, MOBO Music Awards and Formula 1.
> The Edinburgh Festivals (the world’s biggest programme of arts festivals) brings £135m to Scotland’s economy and supports 2,900 full-time jobs > T in the Park (Scotland’s largest music festival) brings over £18m > Business tourism is worth over £22bn to the UK, through wider spending on travel, entertainment, shopping and pre and post conference tours > Over the past decade, there’s been a 53% growth in all business trips This rapid growth is creating new business opportunities, diverse careers and a genuine need for quality and professionalism within this industry. That’s where YOU come in.
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EVENTS MANAGEMENT BA (Hons) UCAS N820
“Would you relish getting involved with events such as the Edinburgh Festival? This degree is excellent preparation for students with the ambition, drive and determination to become part of a dynamic and growing industry.� Shona Byrne Head of Sales and Marketing Aberdeen Performing Arts
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EVENTS MANAGEMENT: OPPORTUNITIES
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EVENTS MANAGEMENT BA (Hons) UCAS N820
Jonelle Jeffrey … graduated in 2006 with an MSc International Tourism Management from ABS. “Some of Northsound’s events are very large scale, with an audience of over 30,000. They require a lot of time and effort. On the day it can be very challenging, but to stand on the stage and look out at a sea of people knowing you were responsible for pulling it all together is a fantastic feeling – I can’t quite describe it!”
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“I was honoured to be offered the job of Events Co-ordinator at Northsound Radio. Facing a lot of competition for the post, along with only having recently left university, I strongly believe my degree helped me gain an advantage over other applicants.”
PROSPECTS: ...with real opportunities Career options Your prospects are wide-ranging and diverse. Areas to consider include: > Business events (conference/ meetings industry; exhibitions; incentive travel; corporate hospitality) > Music festivals and cultural events > Community events, concerts, theatres and performance arts > Sporting and spectator events
Because this is a new course we don’t yet have any direct examples of graduate jobs. However other recent ABS graduates have secured roles such as: > Conference & Banqueting Manager at a national visitor attraction (UK) > Events Co-ordinator at a private golf and country club (USA)
> Charity and fundraising events
> Cultural Arts Director at a children’s international camp (USA)
> Party and wedding planning events
> Conference Manager at a business venue (UK) > Head of Sales & Marketing at a business venue (UK) > Events Manager at an historic visitor attraction (UK) > Senior Events Manager at an international hotel chain (UK) > Events Co-ordinator at a convention bureau (UK) > Events Manager at a PR and events company (UK) > Events Co-ordinator at a radio station (UK)
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EVENTS MANAGEMENT BA (Hons) UCAS N820
EVENTS MANAGEMENT: OPPORTUNITIES
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“It’s vital we educate and nurture those who aspire to be part of the events industry, to ensure Scotland’s future as a host for major world class events is in safe hands.” Paul Bush Chief Operating Officer EventScotland
Giving you real exposure to the events industry is our priority. As an innovative alternative to a block placement, we offer the ‘Industry Experience Portfolio’. Right from the first year of your degree, you build up a portfolio of work experience. By the end of the fourth year, you’ll have completed 400 hours (or 200 hours for advanced entry students) of work experience.
“Training and understanding on every aspect of event management will give prospective students a firm grasp of what’s needed in the workplace in the future.” Gillian Nicol Events & Marketing Manager Aberdeen & Grampian Chamber of Commerce
This experience carries credits towards your degree award. This approach to industry experience allows you to apply your learning continuously to the practical environment, and – of course – make contacts and network from day one. We plan for you to gain experience across the corporate, cultural and leisure/sporting events sectors, with the potential opportunity to specialise in your final Honours stage.
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EVENTS MANAGEMENT BA (Hons) UCAS N820
what & when: COURSE overview… Year 1 This course is the perfect blend of core management and specialist event management modules. Throughout your studies, you will develop competence in key professional skills including: >> Communications >> Handling and evaluating information >> Information technology >> Project management >> Time management >> Teamwork >> Critical research approaches >> Independent learning These are all core skills valued by employers within this industry – and indeed others.
You will be introduced to core business modules including: >> Marketing >> Professional Communication Skills >> Introduction to Management Accounting >> People Management Knowledge and understanding of these subjects forms an excellent foundation for events managers. In this year you also start your first specialist modules: >> The Events Industry >> Event Conceptualisation and Design >> Event Operations These introduce you to the world of events, discussing their value and impact on businesses and countries. You will also study how to scope and design an event, from articulating an event vision through to planning and executing the event itself. You’ll also start building your practical understanding of the events industry by commencing the Industry Experience Portfolio.
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Year 2 You further develop management knowledge, including studying Organisational Behaviour and Consumer Behaviour. The marketing and PR aspects of events are explored in more detail in the Advertising Communication and Public Relations modules. Your specialist knowledge deepens through three further modules: > Event Impacts considers the positive and negative impacts associated with events, for example the economic benefits and the socio-cultural benefits, including regenerating cities (eg Olympics 2012) > Corporate Events Management involves in-depth study of business events, including conferences, meetings, corporate hospitality, incentive travel and trade-fairs > Managing Risk and Security in the Events Industry highlights key issues within the ever-expanding events industry, and includes identifying and managing risk, crowd behaviour and control, and contemporary threats to security (consider terrorism and pandemics) and their appropriate management You’ll continue your practical experience within the events industry by undertaking your second Industry Experience Portfolio module.
Year 3
Year 4
The blend of management and specialist subjects continues, further developing your business knowledge and skills to complement your growing specialist knowledge.
You undertake a significant piece of independent research (Research Project) into a specific aspect of the industry, guided and supported by an allocated supervisor.
Areas unique to this course include:
Specialist modules include:
> Event and Venue Sustainability considers the growing need for venues and events to be sustainable, staging carbon neutral events for example
> Future Forecasting within the Events Industry strengthens your ability to read the market, analyse trends, understand consumers and predict the industry’s direction
> The Keynote Speaker Series is a set of innovative and challenging modules, where your team will scope, plan, stage and formally evaluate a Guest Speaker Series
> Event Sponsorship and Fundraising analyses the relationship between events and sponsorship, identifying funding, brand affiliation and developing event sponsorship strategies
> Mega-Events: Regeneration and National Identity focuses on the policy and planning in relation to mega events such as the Olympics and their ability to regenerate and re-shape destinations
> Corporate Social Responsibility within the Events Industry highlights key concepts including community engagement and involvement, and displacement
General modules at this stage include: > Personal Selling and Sales Management
You’ll continue to gain industry experience via the Industry Experience Portfolio 4 module, ideally choosing your specialist sub-sector of the events industry.
> Research Methods > Managing Projects You’ll further strengthen your industry experience by studying Industry Experience Portfolio 3.
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EVENTS MANAGEMENT BA (Hons) UCAS N820
…& COURSE detail Year 1
Year 2
Semester One
Semester One
>> The Events Industry >> Marketing >> Event Conceptualisation and Design >> Professional Communication Skills >> Industry Experience Portfolio 1 Semester Two >> Event Operations >> Introduction to Management Accounting >> People Management >> Industry Experience Portfolio 1 If you left now, you’d have… Certificate of Higher Education Events Management
>> Event Impacts >> Organisational Behaviour >> Corporate Events Management >> Advertising Communication >> Industry Experience Portfolio 2 Or study abroad at an overseas university (if suitable courses are available) Semester Two >> Managing Risk and Security in the Events Industry >> Consumer Behaviour >> Public Relations >> Industry Experience Portfolio 2 Or study abroad at an overseas university (if suitable courses are available) If you left now, you’d have… Diploma of Higher Education Events Management
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Year 3
Year 4
Semester One
Semester One
>> Personal Selling and Sales Management >> Research Methods >> Keynote Speaker Series: Scoping and Planning >> Event and Venue Sustainability >> Industry Experience Portfolio 3 Or study abroad at an overseas university (if suitable courses are available; not available to direct entry students) Semester Two >> Managing Projects >> Keynote Speaker Series: Staging and Evaluating >> Industry Experience Portfolio 3
>> Future Forecasting within the Events Industry >> Research Project >> Corporate Social Responsibility within the Events Industry >> Industry Experience Portfolio 4 Semester Two >> Event Sponsorship and Fundraising >> Research Project >> Strategic Marketing Management >> Industry Experience Portfolio 4 If you left now, you’d have… BA (Hons) Events Management
Or study abroad at an overseas university (if suitable courses are available; not available to direct entry students) If you left now, you’d have… BA Events Management
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How will I be taught?
Through varied class sizes, diverse lecturing styles and a range of assessment techniques. This degree is taught in two semesters. Each semester has a block of 12 weeks teaching.
In the classroom
Outside the classroom
You’ll take four modules per semester. Each module involves around three hours of class teaching per week. While this differs from module to module, most have:
In addition to lectures and tutorials, you‘ll have to spend time outside class time working on your own.
>> Two hours of lectures delivered to the whole class (between 30 and 250 people, depending on your subject). Lectures tend to focus on a formal session, where the lecturer provides and discusses key topics, models and authors >> A further one hour tutorial taught to a small group of about 15–20 students. These investigate and discuss the ideas presented in lectures in more interactive and informal ways You’re also likely to be involved in field trips, industry conferences, guest lectures and masterclasses.
For example doing the prescribed reading, preparing responses, undertaking research and writing up coursework. How long this takes will vary from week to week, but it starts from day one and will steadily increase as you progress through your degree. Assessment We use a diverse mix of assessment methods. These include individual and group presentations, live risk assessment, poster presentations, industry interviews, reports, live event organisation, work-based learning and running seminars. This ensures you enter the workplace with a set of stronglyrelevant skills and experiences. Before classes start… You’ll attend an induction week to help you prepare for University life. This includes sessions on study skills, teaching methods, module content, assessments, your timetable and IT resources, plus using the library and other support services.
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How can I apply?
Entry Requirements
Alternative qualiďŹ cations
SQA Higher: BBCC GCE A Level: CCC ILC Higher: BBC1C1 International Baccalaureate: 26 points
Equivalent overseas qualifications and some access programmes will be considered. Entry to year 3 with relevant HND qualifications is also welcomed. We welcome applications from students with alternative qualifications and relevant work experience. Degree link programme Entry to year 3 may be possible if you’ve completed an HND in Event Management at one of our partner FE Colleges.
build a portfolio of experience, apply your learning continuously to the practical environment and of course build your network from day one. It is proposed that you will gain experience across the corporate, cultural/arts and leisure/sporting events sectors. * indicative only Study Abroad In years 2 and 3, there may be opportunities to study with partner institutions in Europe as part of the Erasmus Programme. This is dependent on similar programmes being offered by partner institutions.
Study options Full-time: 4 years Placement Your exposure to the events industry and the opportunity to gain real experience during the degree is a priority for the course management team. From Stage 1 onwards, you will build an Industry Experience Portfolio (IEP), where you will complete 400* hours (4 year programme) or 200* hours (advanced entry students) of work experience. This allows you to
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WHAT NEXT?
The next thing to do is talk to us. We can answer any questions you may have. Simply call us on 01224 262728 or email admissions@rgu.ac.uk We also provide a range of opportunities for you to visit us – so you can see what we can offer you ďŹ rst hand.
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This course guide is intended as a guide for applicants for courses delivered by Robert Gordon University. In compiling it the University has taken every care to be as accurate as possible, and the information in this course guide is correct at the time of going to print, but the course guide must be read as subject to change at any time and without notice. The University undertakes to make every reasonable effort to provide the teaching and academic facilities necessary for applicants’ programmes of study. However the University reserves the right, if such action is considered to be necessary, to make variations to fees and/or to vary the content or delivery method of any course at any time. In addition, the University may, at its sole discretion, discontinue or amalgamate any course(s). In these rare cases the University will notify applicants as soon as possible and reasonable steps will be taken to provide a suitable alternative to a discontinued course.
Open Day
Applicants’ Day
We organise two annual open days in October and November each year. It’s a perfect opportunity to visit us, meet the academic staff, experience the first-class facilities and talk to current students.
When you apply for any course at ABS, you’ll be invited to one of our course-specific Applicants’ Days – scheduled for February and March 2011.
For full details of dates and times, and to see a full programme please see www.rgu.ac.uk/openday or request a brochure on 01224 262044.
We realise there’s a lot involved in making your final choice, so we hope to give you all the insight and information you need. Visit Afternoons We hold monthly Visit Afternoons, held on a Wednesday between 1:00–3:00pm at either our Schoolhill or Garthdee Campus. For upcoming dates, follow the link on www.rgu.ac.uk/visitafternoons The visit includes a talk by a Schools’ Liaison Officer, a tour of the facilities and a chance to speak to a lecturer on the course you’re interested in.
Aberdeen Business School Robert Gordon University Garthdee Road Aberdeen AB10 7QE
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Talk to us. We can answer any questions or queries you may have. Simply call us on 01224 262728, email admissions@rgu.ac.uk or visit us at rgu.ac.uk