Learning by Doing: Experiencing Live Events at EAG Expo
- The Event School London
- 1 day ago
- 5 min read
For students on our full-time course, the study of event consumer experience goes far beyond textbooks and theory sessions.
Our immersive approach to education combines structured face-to-face training with meaningful encounters at live industry events, allowing students to connect what they are learning in class with what is happening in the real world.
Last week, this philosophy was brought to life as our cohort stepped into EAG Expo at the ExCeL London centre.
EAG Expo is one of the most significant industry exhibitions in the UK, bringing together the entertainment, attractions and gaming sectors under one roof. Over three days, industry professionals, exhibitors and innovators showcased the latest trends, technologies and consumer experiences shaping leisure and entertainment today.
For our students, the Expo was more than a visit; it was an opportunity to engage directly with industry leaders and to observe firsthand how event experiences are designed, delivered and received.
Our full-time programmes are structured to provide an exceptional balance of academic rigour and real-world exposure. Students attend classroom-based training three days each week, where they develop foundations in event planning, marketing, operations and event consumer experience.
We integrate live events, showcases and curated excursions into the curriculum so that learning continues outside the classroom, rooted in real industry activity.
At EAG Expo, students explored multiple zones, from immersive entertainment showcases to the London Casino & Gaming Show, and the co-located Social Immersive Entertainment Expo. Each area presented different facets of event consumer engagement, from experiential technology that transforms visitor interaction to the strategic considerations behind attractions and entertainment venues.
Being at a major industry event so early in the year offered a unique vantage point. It allowed our students to observe:
Live event logistics and flow, as exhibitors and visitors navigated exhibition spaces.
How brands and technology providers design stands and interactive experiences that draw attention and encourage exploration.
Industry dialogue and networking in action, with students witnessing how relationships are initiated, maintained and leveraged in a professional setting.
Voices from across the industry as innovators shared insights that directly relate to modules on consumer behaviour and event trend forecasting.
The energy of EAG Expo reinforced a critical lesson we emphasise at The Event School London: excellence in events is created through experience as much as expertise. Seeing solutions in action, speaking with practitioners and watching concepts unfold on a live expo floor brings to life the principles discussed in courses and provides context that no lecture could fully replicate.
It affirmed the value of experiential learning as an essential component of professional development. Our students returned to campus with sharper industry awareness, richer professional vocabulary and a renewed sense of purpose for their future careers.
We are proud of the way our full-time group immersed themselves in the moment, asked thoughtful questions and reflected on what they saw. This kind of ‘learning by doing’ is at the heart of our approach and is what sets our training apart.
As we look ahead, events like EAG Expo will continue to play a vital role in shaping student understanding and confidence. For those pursuing careers in events, attractions, or experiential marketing, there is no substitute for firsthand experience and the insights that come with it.
Frequently Asked Questions
How much face-to-face teaching do students receive on full-time courses at The Event School London?
Students on our full-time programmes attend structured, face-to-face teaching three days per week (10-4) plus live events, excursions and industry showcases.
These sessions are delivered or guided by experienced industry professionals and focus on practical application, professional standards and current industry practice, ensuring students develop job-ready skills alongside theoretical understanding.
Are The Event School London courses practical or mainly theory-based?
Our full-time courses are intentionally practical. While students build strong theoretical foundations, learning is reinforced through real-world application. This includes live event observations, industry showcases, site visits, project-based learning and reflective practice. Events such as EAG Expo are not optional extras; they form part of our teaching and assessment approach.
How do students gain real industry experience while studying?
Industry engagement is embedded into our curriculum. Students regularly attend live events, exhibitions and showcases, engage with industry professionals, and analyse real event environments as part of their coursework. These experiences allow students to see how events operate in practice, understand audience behaviour and connect classroom learning to professional reality.
Why is The Event School London based at Novotel London ExCeL?
Our primary teaching venue at Novotel London ExCeL places students at the heart of London’s event industry. Located directly opposite ExCeL London, one of Europe’s leading exhibition and conference centres, students are surrounded by live events, international exhibitions and large-scale productions throughout the year. This environment becomes an active learning tool, not just a backdrop.
The location also offers an inspiring waterfront setting on London's stunning Royal Victoria Dock - highly conducive to a relaxing and supportive leanring environment. And just 8 minutes to Central London on the Elizabeth Line or well connected to busy transport hubs liek Canning Town and Stratford by the DLR then Jubilee Line.
How does being based near ExCeL London enhance the learning experience?
Being based moments from ExCeL London means events such as...
EAG Expo, World Travel Market, FormulaE, MCM Comic Con, The Business Show, National Wedding Show, The Food and Drink Exhibition, Professional Beauty, Salon International, London Marathon Registration and Exhibition, Pokemon Championships, MOVE It, Gym Race, Hospitality Tech, The Pub Show, the Event Production Show, International CONFEX, The Meeting Show, Event tech Live, International Horse Show, Grand Designs Live, A Place in the Sun Live
...and hundreds of other international trade shows and major conferences are accessible extensions of the classroom.
Students are able to observe live event delivery, crowd flow, venue operations and consumer engagement in real time, applying academic concepts to live industry contexts as they unfold.
Learners also benefit from proximity to Excel's new venture - Immerse LDN. Immerse LDN is dedicated to showcasing world-class immersive experiences and original productions. So far they have hosted Disney 100 Year Exhibition, Formula 1 Exhibition, Elvis Evolution, The Last Days of Pompeii Immersive Experience, The Friends in London Experience, The Fame Factory Experience, Squid Game: The Experience...and more!
Do students attend live events as part of their course?
Yes. Live events, exhibitions and industry showcases are integrated into our programmes. These experiences support modules such as event consumer experience, operations, marketing and future trends, allowing students to learn through direct observation, interaction and reflection rather than theory alone.
What are the benefits of learning in a professional event environment?
Learning within a professional event setting helps students build industry confidence, contextual understanding and professional awareness. It supports deeper learning, encourages critical thinking and prepares students for the realities of working in fast-paced, live event environments. This approach bridges the gap between education and employment.
Who are full-time courses at The Event School London designed for?
Our full-time courses are designed for those seeking a career in events, whether entering the industry, changing direction or developing professional capability. They suit students who value immersive, practical education and want to study within London’s live event ecosystem rather than a traditional classroom-only setting.
Degree Alternative: a one-year, ATHE Accredited Diploma Pathway L4-L6, ideal for school-leavers or younger applicants looking for a practical and industry-focused alternative to university with extensive face-to-face training and in-person learning
Postgraduate: a six-month, ATHE Accredited L7 Diploma, ideal for graduates wanting to add in-demand event management skills to their CV or portfolio
Advanced Diplomas in Weddings or Events: three-month, TESL Quality Assured, Bespoke Industry Programmes, tailored to support career changers with an intensive immersion experience
