Keele University

What you'll study

This degree blends core business modules—such as accounting and finance, marketing, organisational behaviour, operations and research methods—with specialised events modules that cover event design, operations, risk and safety, sponsorship and event marketing. In the first year you build a foundation in business theory and quantitative skills alongside an introduction to events management and professional practice. In later years you choose from modules that may include applied event planning, venue and festival management, sustainable events, digital and experiential marketing for events, and live client projects.

The programme places strong emphasis on practical experience: assessment typically includes case studies, portfolio work, live briefs with industry partners and group projects. Final-year options commonly include a business or events-related dissertation, an applied consultancy project or a major events portfolio demonstrating planning, budgeting and evaluation skills. There are opportunities to take a year-long placement or a shorter internship to gain hands-on industry experience, and to participate in study-abroad exchanges where available.

Entry requirements

Keele considers applicants with a range of qualifications. Typical applicants will present A-levels, BTEC or equivalent vocational qualifications, plus GCSEs including English and Mathematics (or approved equivalents). Mature applicants and those with work experience are welcome; portfolios or evidence of relevant activity in events, hospitality or voluntary roles can strengthen an application. International applicants will need to meet Keele's English language requirements through recognised tests or qualifications. Specific offers and exact tariff requirements are set each year by the university and are published on Keele's official admissions pages.

Career prospects

Graduates leave prepared for roles across the events and hospitality sectors and in wider business functions. Common destinations include event manager, conference and exhibitions organiser, festival coordinator, venue or operations manager, sponsorship and fundraising officer, marketing and promotions roles, and business development or project management positions. The transferable business skills you develop—financial awareness, strategic planning, stakeholder management and digital marketing—also prepare you for graduate schemes in commerce, public sector organisations and the creative industries, or for starting your own events enterprise.

Why study at Keele University

Keele offers a campus-based student experience with a strong focus on small-group teaching and student support. The programme emphasises employability through applied learning, industry-facing projects and optional placement opportunities, supported by Keele Careers and enterprise services. The multidisciplinary approach enables you to study business fundamentals alongside practical events expertise, and the university’s links with local and regional cultural, sporting and conference organisers help secure live project work and internships. Campus facilities, including dedicated learning spaces and opportunities for student societies to run events, provide an environment to practice event delivery in a supported setting.