Co-Creating Events & Designing Experiences (1st semester 20/21)
The minor focuses on co-creating events with a variety of stakeholders (including students from different academies). Strategy, Concept design, Branding, City-marketing, (trans&social) Media, Hospitality (including food concepts), Event logistics and Crowd Control are key elements and competencies in this minor. Part of this minor is to set up and organize your own event for a real life commissioner.
The developers and organizers of this wide Event minor believe in the strength of events as a strategic marketing tool. We see the benefits of strengthen brands through events and believe that we can empower events by making brands of them. So what is going to happen if you bring all knowledge, experience and skills of the different BUas academies together, both students and lecturers? Then you can design and organize the “perfect event”! So our aim is to bring together students and professionals from different academies. Of course you should be willing to share your knowledge and experience and furthermore you see the challenge of creating public or business events. Whether these events are green, entertaining, innovative, commercial or in one way or another generates social development, we are going to explore together all the relevant aspects of professional events.
1. Learning about different typologies of events: public/private, free/entrance fee, etc.
2. Marketing of events & events as a marketing tool; including developments in transmedia and social media
3. Event design: use of professional instruments like the experience and touchpoint model, customer journey, value research and different Imagineering tools
4. Creating awareness about process design and crowd management concepts in any kind of event
5. Getting insight in hospitality experience design and food concepts
6. Learn about the impact of events on cities and countries and the link between sustainability and events.
Event-marketing, branding, concept design, media management, event logistics, hospitality management
- Typology of events
- Facts & figures event industry
- Trends and developments event industry
- Event marketing
- Eventful cities and Placemaking
- Imagineering and events
- Branding and Events
- Sustainability and Events
- Event logistics
- Process and process control
- Crowd management
- Designing hospitality experiences
- Foodconcepts as part of your value proposition
- The customer service process
- Customer service blueprinting
- Social media
Structure of the minor
The minor consists of 2 main parts:
1. a theoretical part: 4 assignments/blocks; strategy&design, logistics&crowd control, hospitality, media (13 weeks in total)
2. a practical part: preparing and organizing your own (real life!) event (preparation & execution: Sept-Dec)
In 4 blocks (Strategy & Design, Logistics, Hospitality and Media) we will travel through our minor, in which we are going to develop the skills and knowledge mentioned in the learning goals earlier. In class and group meetings we will focus on the multidisciplinary aspects which are important for professional events.
- lectures (60 or 90 minutes)
- progress meetings (PM) per group with supervisor (40 minutes)
- expert meetings (EP) per class with expert (90 minutes) - pitches (120 minutes) and presentations (90 minutes) per class
-peer evaluations per group (40 minutes)
- Project-based (project work that delivers a predefined outcome to clients)
- Flipping the (international) classroom, students research topics and deliver presentations.
- Multidisciplinary meetings with several lecturers from different academies
- Process meetings with supervisors
- Usage of knowledge clips database to enhance the learning experience
- Guest lectures on specific topics
- Benchmarking assignments
10 to 15 % foreign students, International focus on cases and literature, international study trip (optional)
Studytrip abroad (optional): depending, on destination: 300-400 Euro
Appropriate level of English, both written and oral.
Division of the 30 credits:
1. Mystery Guest Experience assignment 2 ECTS (individual report)
2. Large Theoretical Assignment 13 ECTS (group report & presentation)
- Strategy and Concept 4 ECTS
- Logistics and Crowd Control 4 ECTS
- Hospitality 3 ECTS
- Media 2 ECTS
3. Large Real Assignment 11 ECTS (group projectplan & execution)
- Sector analysis assignment 2 ECTS
- Plan of Appoach 2 ECTS
- Execution 4 ECTS
- End report 3 ECTS
4. Overall Knowledge test (OAT): 60 true false questions 4 ECTS
2 compulsory books:
- Event Logistics, Maarten van Rijn & Dick van Damme
- Events as a strategic marketing tool, Ronald van Olderen & Dorothe Gerritsen
Extra materials, articles etc will be delivered by CumLaude or in class.