Event Live: Responsible Management in Action

At Manchester Metropolitan University Business School, Event Management programmes exemplify the School’s purpose of transforming lives, businesses and communities through responsible management education. With the aim of developing graduates who can deliver events with positive social and environmental impact, the curriculum prepares students to address challenges such as sustainability, social inclusion and community wellbeing.

The Event Live module operationalises this purpose. Over 20 years, around 1,600 students (approximately 80 annually, including 2024/25) have worked with local charities to design and deliver fundraising and awareness events based on real briefs. These organisations operate across key action domains including health, social inclusion, community engagement and public safety, exposing students to diverse societal challenges.

Academic staff facilitate this experiential learning through structured project design, stakeholder engagement and authentic assessment. Students apply theory in practice, developing skills in project management, marketing and financial planning while embedding sustainable practices. They build ethical decision-making, strategic thinking and problem-solving capabilities for responsible event leadership.

This approach delivers measurable impact. Over £250,000 has been raised for charities, including £15,000 in the past year. Events engage 50–300 participants and generate visibility and new supporters.

This case demonstrates how programme-embedded experiential learning enables students to apply responsible management in practice, creating community value while preparing graduates to lead responsible, impactful careers.

“Partnering with Manchester Met students helps us reach communities we would never otherwise engage.” (Prevent Breast Cancer Charity)

“Event Live sparked my passion for fundraising and now I lead major charity events across Greater Manchester.” ( Lucy Summerton, Student at Manchester Metropolitan University)