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Funded Module: The Future of Events

Examine the impact of COVID-19 and other external environmental factors on the events industry and explore how to ensure its future survival


The global events industry is both diverse and dynamic with events professionals being required to constantly adjust to the external environment in which they operate.  While the industry is used to adapting and evolving, the COVID-19 has presented unprecedented challenges with the postponement or cancellation of live face-to-face events around the world.  This unique situation has led to an acceleration in the use of digital technology with many events pivoting to virtual delivery in lieu of live events and/or adopting models of hybrid delivery as we emerge into a new post-pandemic world. 

The purpose of this module is to examine the impact of COVID-19 and other external environmental factors on the events industry and explore how to ensure its future survival, with a particular focus on the use of digital technology.  The module will begin by examining the impact of external environmental challenges (such as the COVID-19 pandemic) upon the events industry and exploring the differing ways in which different types and genre of events around the world have sought to reimagine their offerings to ensure their recovery and future survival.  The module will then consider the wider policy perspectives and operational challenges of delivering events as the industry emerges from the constraints of COVID-19 into a ‘new normal’. 

Once an understanding of the current external environment has been gained, the module will examine the potential opportunities afforded in relation to the digital dimension of events, exploring the various ways in which transformational technology can be used to support and enhance the event experience.  Finally, the module will consider the future of events and how event professionals and organisations can utilise digital technology to ensure their longevity in an ever-changing environment. 

The module is taught by academics from the Centre for Culture, Sport and Events (CCSE) and Centre for Business Innovation and Transformational Technology (CBITT) with industry supporting delivery where appropriate.  Participants will learn from a range of experts in both events and digital/transformation technology, ensuring that they develop academic knowledge and practical skills that can be implemented in their respective workplaces.  In addition to the educational aspects of this course, a community network will be developed, providing a platform for an ongoing discussion relating to the future of events.


Learning Outcomes 

On completion of this module, participants will be able to: 

  • Develop a critical appreciation of the external (environmental, economic and social) factors currently impacting the global events industry
  • Critically analyse the governmental policies and operational challenges influencing the development and delivery of events
  • Develop a critical understanding of the importance of digital and transformational technology and the techniques needed for use in the events industry
  • Critically explore the ways in which digital technology can be applied to ensure future survival and development of the events industry in a hybrid environment

This module is worth the equivalent of 20 credits at SCQF Level 11 (Post-graduate/Masters level).  Participants may be able to continue onto the full MSc International Events Management.


Course Delivery and Assessment

This module will be delivered entirely online through a combination of self-paced study and live sessions with staff from the Centre for Culture, Sport and Events and Centre for Business Innovation and Transformational Technology.  

The module will be delivered via:

  • Live online sessions: dates to be confirmed
  • Asynchronous online learning: materials, tasks and online discussions through our Virtual Learning Environment

Participants will be able to access all materials through our Virtual Learning Environment and will work through the course content in their own time.  Participants will be expected to contribute to online forums and tasks and engage with group-wide discussions as well as attend the live online sessions.

Participants are required to complete assessments throughout the module to demonstrate their knowledge.  Further information regarding assessment methods and deadlines will be given to students when they commence their studies.  


Funding and Fees

Funding may be available to delegates via the UWS Upskilling Fund.  The UWS Upskilling Fund is a budget for delivering training to Scottish industry sectors, provided and moderated by the Scottish Funding Council.  To receive this funding, delegates must reside in Scotland or work for an organisation operating (with a business address) in Scotland.  If you are successful in obtaining funding, a registration fee of £75 will apply only.  Please also contact us to discuss other potential funding mechanisms if you are not eligible for the UWS Upskilling Fund.



Admission to the funded module will be on a case-by-case basis, however participants will typically have already attained a Bachelor’s degree (or have equivalent experience), and work in an events or business focused role

Please note that this course is Masters-level study and so will require a significant time commitment in order to successfully complete the course.

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