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Examine 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, significant shifts in the global environment caused by the COVID-19 pandemic, war in Ukraine and cost of living crisis have led to an acceleration in the use of digital technology with many events pivoting to virtual delivery and/or adopting models of hybrid delivery.
The purpose of this course is to examine the impact of 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 course will begin by examining the impact of external environmental challenges upon the events industry and exploring the various ways in which different types and genre of events around the world have sought to reimagine their offerings to ensure their and future survival and ongoing sustainability. The course will then consider the wider policy perspectives and operational challenges of delivering events in a vastly changed environment.
Once an understanding of the current external environment has been gained, the course 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 course 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 course is taught by academics from the Centre for Culture, Sport and Events (CCSE) and Division of Marketing, Innovation, Tourism and Events (MITE), 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.
On completion of this course, participants will be able to:
This course is equivalent to 20 credits at SCQF Level 11. (Post-graduate/Masters level). Participants may be able to continue onto the full MSc International Events Management.
Delivery and assessment
This course will be delivered entirely online through a combination of self-paced study and live sessions with staff from the CCSE and MITE. The course will commence on TBC and be completed by TBC.
The course will be delivered via live online sessions – provisional dates as follows:
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.
Admission to the course 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 it.
This course may be available on a fully funded basis to some delegates through the Upskilling Fund. Further details, including regarding eligibility, are available under Funding Support.
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