Skip to content

MSc Strategic Events Marketing

Students with tablet computer
Study Mode Full-time
Year of Entry 2022/23

Strategic Events Marketing

Full-time Event Management

Explore issues at the forefront of strategic event marketing trends on this varied, engaging course.

Everything you need to know...

What is the fee? Home: £9,620 or £10,820 (with work experience) for the course
International/EU: £14,895 or £16,095 (with work experience) for the course
How long will I study? 1 Year
Where will I study? City Campus
When do I start? September 2022

Course summary

  • Examine different approaches to successful event marketing.
  • Consider the growing use of events as a marketing approach.
  • Learn how to create events that provide great experiences.
  • Apply your learning and create a real marketing event.
  • Be inspired by award winning international event agency TRO.

On this course, you'll focus on the marketing of events, as well as on experiential marketing — the usage of events as a marketing approach. Through this multifaceted study method, you'll gain the skills and experience you need to excel in the dynamic, growing event sector.

Sheffield Business School accreditation

Sheffield Business School is accredited by the Association to Advance Collegiate Schools of Business (AACSB), placing us in the top 5% of business schools globally.

Postgraduate open day

Come to an open day

Find out more at our postgraduate open days. Book now for your place.

Learn more

How you learn

Your lecturer's view
Watch lecturer Richard Cooper talk about Events at Sheffield Hallam University.

All our courses are designed around a set of key principles based on engaging you with the world, collaborating with others, challenging you to think in new ways, and providing you with a supportive environment in which you can thrive.

Sheffield Hallam is one of the leading providers of events courses in the UK. As a founder member of the Association of Event Management Educators (AEME), we are involved in establishing academic benchmarks in events education. This course has an innovative format based on a new learning and assessment strategy that puts you at its centre.

As well as tackling both established and more contemporary forms of event marketing on a theoretical level, you'll also gain valuable real-world experience. This will come through working either within an organisation, or for one of the growing number of event marketing agencies.

You learn through:

  • experiential workshops
  • seminars
  • tutorials
  • site visits

Course leaders and tutors

Richard Cooper
Richard Cooper

An enthusiastic project manager with excellent team building, communication and networking skills, now utilised in the HE sector. Enjoys variety and new challenges, … Read more

Applied learning

Work placements

You will complete a work-based learning module focusing on the event sector of your choice. This module will allow you work with an industry client and respond to a brief set by them. You are supported by our teaching team, who have a variety of professional backgrounds.

The work experience route offers you an additional opportunity to develop your practical skills, either in the UK or abroad. We help you gain a 6-12 month placement by running employability workshops and have a dedicated placement team to support you.

Placement opportunities exist at international organisations such as the The Beach Club in Miami and Niyama Private Islands in the Maldives. Other organisations have included the Crowne Plaza, De Vere Venues Chincheley Hall, Global Security Stewarding Ltd, Hangzhou Jvnian wedding studio and Phyllis Court Club Ltd.

Live projects

As part of the course, one of the taught modules you complete is called "Live Event". In this module, you will work in small groups to respond to a client brief and deliver a live experiential event. Such work provides not only invaluable experience, but excellent portfolio material.

As well as delivering your own event, there is also opportunity to take part in others. Each year, there are 300 large events taking place in Yorkshire in areas such as sports, culture, music, arts and more. We have established a solid relationship with the organisers of such events so that you have the chance to work, volunteer or just look behind the scenes.

Our students have recently been involved in events such as the Grand Depart for the Tour De France, the Children's Media Conference, Sheffield Doc/Fest and Sheffield's Chinese New Year celebrations.

Networking opportunities

We maintain strong links with the event community and we are the founders of the Events Hub, an informal and friendly community where practitioners can come together to share experiences and ideas and to learn from others.

Future careers

This course prepares you for a career in

  • PR and marketing
  • marketing campaign management
  • experiential marketing agencies
  • government organisations
  • non-government organisations
  • international associations
  • conference and event departments and organisers
  • event venues
  • international leisure resorts
  • potential career opportunities in agencies specialising in events and conference business analysis
  • further studies or academia

Where will I study?

You study at City Campus through a structured mix of lectures, seminars and practical sessions as well as access to digital and online resources to support your learning.

City Campus

City Campus is located in the heart of Sheffield, within minutes of the train and bus stations.

City Campus map | Campus facilities | Keeping safe on Campus

City Campus map

Howard Street
S1 1WB

Get directions
Adsetts library
Adsetts library

Adsetts Library is located on our City Campus. It's open 24 hours a day, every day.

Learn more

Entry requirements

All students

Normally an honours degree or recognised equivalent qualification. We will consider enquiries from those who have substantial management or subject experience but do not have the normal entry requirements. We may invite these potential students for an interview to discuss their particular background, experience and qualifications.

If English is not the first language they will need an IELTS 6.0 score with a minimum of 5.5 in all skills or equivalent (non-work experience students)

If English is not the first language they will need an IELTS 6.5 score with a minimum of 6.0 in all skills or equivalent (work experience students).

If the applicant's English language skill is currently below the required level we will consider a Sheffield Hallam University Pre-sessional English course which will enable them to achieve an equivalent English score.

Applicants may be admitted with no formal qualifications but with substantial industrial experience at a senior level and some evidence, from references, performances on training courses or further education qualifications that he/she should be capable of gaining a postgraduate qualification.

Additional information for EU/International students

If you are an International or non-UK European student, you can find out more about the country specific qualifications we accept on our international qualifications page. You can also watch a video guide on how to apply.

For details of English language entry requirements (IELTS), please see the information for 'All students'.


Module and assessment information for future years is displayed as currently validated and may be liable to change. When selecting electives, your choices will be subject to the core requirements of the course. As a result, selections may be limited to a choice between one of two or more specified electives in some instances.

Compulsory modules
Module Credits Assessment
Module: Business And Management Strategy Credits: 30 Assessment: Coursework
Module: Dissertation Credits: 45 Assessment: Coursework
Module: Live Event Credits: 15 Assessment: Coursework
Module: Research Methods Credits: 15 Assessment: Coursework
Module: Strategic Event Creation Credits: 30 Assessment: Coursework
Module: Strategic Event Marketing Credits: 30 Assessment: Coursework
Module: Work Related Learning Credits: 15 Assessment: Coursework

Fees and funding

Home students

Our tuition fee for UK students starting full-time study in 2022/23 is £9,620 for the course without work experience placement or £10,820 with work experience placement.

† If you are studying an undergraduate course, postgraduate pre-registration course or postgraduate research course over more than one academic year then your tuition fees may increase in subsequent years in line with Government regulations or UK Research and Innovation (UKRI) published fees. More information can be found in our terms and conditions under student fees regulations.

International students

Our tuition fee for International/EU students starting full-time study in 2022/23 is £14,895 for the course without work experience placement or £16,095 with work experience placement.

Students sat on a sofa

Postgraduate student loans

Up to £11,222 available for Home students on most masters courses.

Learn more

Additional course costs

This link allows you to view estimated costs associated with the main activities on specific courses. These are estimates and, as such, are only an indication of additional course costs. Actual costs can vary greatly depending on the choices you make during your course.

Additional costs for Event management courses (PDF, 763.7KB)

Legal information

Any offer of a place to study is subject to your acceptance of the University’s Terms and Conditions and Student Regulations.

Responsible for this course?

Find out how you can update the information on this page.


How do I apply?

You apply for this course via our online application form.

Apply for September 2022

You can also use the application form above to apply for future years of entry. If you require an alternate version of the application form, please email

Not ready to apply just yet?

Why not come to our next open day? Open days are the perfect place to talk to staff and students, visit our campuses and get all the information you need. Alternatively, feel free to ask us a question.

Come to an open day Ask a question

Where next?

Find out more about Sheffield Hallam's postgraduate opportunities and community.

PG prospectus

Order a prospectus

Find out everything you need to know about studying at Sheffield Hallam.

Order your copy today
Students at an open day

Come to an open day

You can chat to teaching and admissions staff, view our facilities and learn more about your funding options.

Book now
International students sat around a table

Information for international students

Information for international students including entry requirements by country and funding.

Learn more
Share this page

Cancel event

Are you sure you want to cancel your place on Saturday 12 November?