The bosses of agencies Pure Events and Concerto Group, Charlotte Wilson and Mike Kershaw respectively, as well as the founder and former chief executive of First Protocol Ricahrd Waddington, took part in a seminar called 'Achieving Business Objectives through Events'.
More than 120 final year students studying event management attended the session, which highlighted the importance of setting objectives, and using research to understand the client brand and its translation to a live environment.
Waddington, who is a visiting fellow at the university and chair of the Event Marketing Association, said: "It's very important to me personally to give something back to the industry, if by sharing my knowledge and experience, we help these guys succeed, we're all winners.
"In my former role as CEO of First Protocol we made commitments to support industry academia, the benefit works two ways, we help the students, it helped us attract the best graduates."
The event took place last Thursday (21 November).