MA Marketing Management for Events Hospitality and Tourism

1 Year On Campus Masters Program

University College Birmingham

Program Overview

The MA in Marketing Management for Events, Hospitality and Tourism at UCB equips you with marketing skills specifically designed for the fast-paced world of events, tourism, and hospitality. It’s perfect for anyone who loves working with people, enjoys travel or events, and wants to combine creative marketing strategies with practical industry knowledge to shape memorable experiences and promote hospitality brands.

Curriculum Structure

Foundations & Industry Context
In the early stages, you’ll explore Global Marketing for Events, Hospitality and Tourism, learning how marketing works on a global scale and understanding the trends and challenges of international hospitality, travel, and events markets. The Dynamics of Consumer Behaviour module helps you understand what drives people’s decisions — from tourists choosing a destination to guests selecting a hotel — and equips you to anticipate and respond to customer needs.
Applied Marketing & Digital Campaigns
Building on this foundation, you’ll dive into Digital, Social and Integrated Campaign Management, where you’ll learn how to design, implement, and manage real campaigns across multiple channels. Alongside, Analytics for Decision Making teaches you how to interpret marketing data, track performance, and make evidence-based decisions — essential skills for a data-driven hospitality and tourism sector.
Applied Masters Project / Capstone
In the final stage, you’ll complete an Applied Masters Project, giving you the opportunity to work on a live marketing or event project, develop a business or campaign idea, or tackle a real industry challenge. This hands-on project lets you showcase your skills, build a professional portfolio, and demonstrate your readiness to employers.

Focus Areas

Global marketing for events, hospitality and tourism; consumer behaviour analysis; digital and integrated campaign management; marketing analytics; applied project work; strategic marketing in tourism and events contexts.

Learning Outcomes

Design and implement marketing strategies and multi-channel campaigns for hospitality, tourism, and events; understand global consumer behaviour; analyse and use marketing data to inform decisions; manage real-world marketing and branding projects confidently.

Professional Alignment / Accreditation

The course is accredited by the Chartered Institute of Marketing (CIM), giving you professional recognition that employers in hospitality, tourism, and events value, helping you stand out in the job market.

Reputation (Employability / Student Satisfaction)

Students consistently rate this course highly, reflecting satisfaction with teaching, support, and the overall experience. The combination of practical projects, industry-focused teaching, and professional accreditation ensures graduates are well-prepared for careers in marketing across hospitality, events, and tourism sectors.

Experiential Learning (Research, Projects, Internships etc.)

At UCB, you won’t just study marketing in theory — you’ll get plenty of hands-on experience designed to mirror the real-world events, hospitality, and tourism sectors. From creating live marketing campaigns to analysing visitor behaviour and managing projects, you’ll learn by doing, building practical skills that employers actively seek. You’ll also benefit from industry-standard tools, strong academic support, and opportunities to work with actual businesses, giving you the confidence and experience to excel after graduation.

Here’s how experiential learning works in this programme:

Applied Marketing Projects: You’ll work on real-world briefs and live projects, designing campaigns and strategies for events, hospitality businesses, or tourism organisations.
Digital and Analytics Tools: Gain hands-on experience with professional digital marketing platforms and analytics tools, helping you make data-driven decisions for campaigns and projects.
Group Work and Collaboration: Many modules include group-based projects and presentations, reflecting the teamwork and collaboration essential in the hospitality and events industries.
Work-Based Learning Opportunities: The Applied Masters Project allows you to work with an external organisation, developing practical solutions for real industry challenges while building professional contacts.
Campus and Library Resources: You’ll have access to specialised facilities, workshops, and the business-focused library, supporting research and independent project work.

Progression & Future Opportunities

Graduates of this programme leave UCB ready to take on a wide range of roles within marketing, events, hospitality, and tourism. Typical career paths include Event Marketing Manager, Hospitality Marketing Executive, Tourism Marketing Analyst, or Digital Marketing Specialist. With the combination of practical experience, professional accreditation, and industry-focused learning, you’ll be well-prepared to start or advance your career.

Opportunities and support include:

University Careers Support: UCB offers personalised careers guidance, CV and interview support, job listings, networking opportunities, and ongoing advice to help you navigate the job market successfully.
Industry Connections and Partnerships: You’ll benefit from UCB’s close links with hospitality, tourism, and events businesses, offering insights into sector trends and potential networking or placement opportunities.
Professional Accreditation Value: The course is accredited by the Chartered Institute of Marketing (CIM), giving your qualifications added professional weight and credibility in the eyes of employers.
Employment Prospects: Graduates gain the practical and strategic skills needed to secure roles in competitive industries, and many move quickly into management or specialist marketing positions.

Further Academic Progression:
If you wish to continue your studies, you could progress to further postgraduate qualifications such as a specialised MSc in Marketing, International Tourism Management, or even a PhD focusing on marketing or hospitality and tourism management. This can lead to senior strategic roles, consultancy opportunities, or academic and research careers.