Module code: MAN3145

Module provider

Hospitality & Tourism Management

Module Leader

LUNT TJ Dr (Hosp & Tour)

Number of Credits


ECT Credits



FHEQ Level 6

JACs code


Module cap (Maximum number of students)


Module Availability

Semester 2

Overall student workload

Independent Study Hours: 117

Lecture Hours: 33

Assessment pattern

Assessment type Unit of assessment Weighting

Alternative Assessment

Alternative assessment: If a resit is required students will have to submit a 3000 word report on successful marketing techniques for business events

Prerequisites / Co-requisites


Module overview

Business events have been a booming part of the events industry over the past few years with conference and conventions especially offering lucrative potential for event planners.

The module will provide an understanding and overview of this sector a well as examining and analysing key elements in the marketing and  production of conferences and business events.  It will also focus on the specific factors involved in organising a business event, in particular looking at the resources used to develop events of this type. Using the Meeetings Architecture and Return on Invetsment models it will analyse how business events succeed.

Trends in global business events are changing fast. Corporate priorities, budgets, tastes and fashions are ever changing, such that products and their marketing must constantly adapt in order to prosper in this extremely competitive and dynamic sector of the tourism industry. For this reason, contemporary and future trends inbusiness events are an important focus of this module.

Module aims

Learning outcomes

Attributes Developed

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Module content

Indicative content includes:


A Global Industry: Business Dimensions

Business Traveller Motivations

Marketing Business Events

Marketing Environment for destinations and venues

Planning principles and theories

Communications at buisness events

Suppliers and Sales

Meeting Architecure Principles

Using ROI Methodologies

Trends and Future Challenges

Methods of Teaching / Learning

The teaching and learning strategy is designed to:

•           Increase students understanding of business events

•           Increase students ability to analyse business event planning and marketing

•           Increase students knowledge of modules for planning and evaluation


The teaching and learning methods include:

•           Interactive lectures with support material and reinforcement

•           Group work

•           Formative feedback sessions –this will be provided through group work and presentations in class where students will also be asked to critically comment on each other’s performance.

•           Case studies

•           Guest lectures to provide links between theory and practice

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate a detailed and accurate understanding of how business events are planned, marketed and evaluated.


Assessment Strategy: The assessment strategy is designed to allow students to demonstrate that they have achieved the module learning outcomes. This is achieved by planning and contributing to a workshop programme that runs from weeks 6-11. Learning & Teaching will be based on a 3 hour session that is front loaded during weeks 1-4.

From week 6 onwards students will work in small groups to plan a small business meeting and deliver a workshop based on knowledge sharing around business events.

Reading list

Reading list for DYNAMICS OF BUSINESS EVENTS : http://aspire.surrey.ac.uk/modules/man3145

Programmes this module appears in

Programme Semester Classification Qualifying conditions
International Event Management BSc (Hons) 2 Compulsory A weighted aggregate mark of 40% is required to pass the module

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2017/8 academic year.