Course Information Undergraduate prospectus

Strategy and Enterprise for Events

Course summary

Course code: CATE1145
Level: 6
Credits: 30
School: Business Faculty
Department: Marketing, Events and Tourism
Course Coordinator(s): Paul Booth



To provide students with an appreciation of enterprise and strategic theory and practice regarding an event-related company's strategic direction and tactics,
To develop the event entrepreneur's personal leadership and business management skills, and business ethics issues.

Learning outcomes

On successful completion of this course a student will be able to:

1 Explain the role of an enterprise culture in the events industry and creative industries sector.
2 Understand the role of enterprise within event SMEs, the creative industries sector and the UK economy.
3 Identify a range of small events businesses, their respective target audiences and strategic business objectives.
4 Examine the importance of financial sourcing and its management.
5 Examine the key contemporary issues faced in enterprising organisations.
6 Develop an awareness of personal responsibility and professional codes of conduct and ethics within the event enterprise environment.
7. Identify examples of good practice in small business management.
8. Demonstrate a clear understanding of enterprise and entrepreneurial theory.

Indicative content

•The role of enterprise within events-related SMEs and the UK economy.
• Trait theory and the enterprising cultural environment. Analysis of the motivation and objectives of individuals seeking to establish a small business in the events industry.
• Entrepreneurial learning and critical reflection. Culture and its role on the enterprising individual/organisation.
• Strategic analysis of the events industry’s business, organisational and legal contexts.
• Discussion of the range of strategic processes and systems that can be used to establish and develop a small events business.
• Identification of key strategic issues facing organisations in the events industry.
• Evaluation of the relationship between SMEs and their clients, and the process of establishing and developing those relationships.
• Analysis of contemporary strategic issues which are crucial to the success of SMEs.
• Emphasis on the aspects of strategic management which are pivotal to the success of events companies.
• Sources of finance for enterprising new events businesses.

Teaching and learning activity

The course will be delivered using lectures, tutorials, directed and self-managed research, reading, and information analysis using hardcopy and online media sources such as case studies, trade press, academic journal and newspaper articles. Scheduled contact hours include in scheduled time: project supervision, demonstrations, practical classes and workshops, supervised time in studio or workshop, scheduled lab work, fieldwork, external visits.


Methods of SUMMATIVE Assessment Individual presentation
Outcome(s) assessed by summative assessment Trading exercises
Weighting % 30%
Pass Mark 40%
Word Length 15 minutes
Outline Details market research findings on problems and consumer needs which may provide the basis for a business opportunity.
Nature of FORMATIVE assessment supporting student learning 1,2,3,8

Methods of SUMMATIVE Assessment Individual Business Plan
Outcome(s) assessed by summative assessment Trading exercise
Weighting % 70%
Pass Mark 40%
Word Length 3,000
Outline Details business venture plan
Nature of FORMATIVE assessment supporting student learning 1,2,4,5,6,7,8