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Do you want to find out how you design and organise the ‘perfect event’? This wide minor Co-creating Events & Designing Experiences will show you exactly how by using all the skills from all the different academies from both students and lecturers.

Organise your own event
This minor focuses on co-creating events with a variety of stakeholders, together with students from different academies. Key elements and competencies in this minor are Strategy, Concept Design, Branding, City-marketing, Marketing & Media, Hospitality (including food concepts), Event Logistics and Crowd Control. Also, a big part of this minor is setting up and organising your own event for a real-life commissioner.

Work with students and lecturers from different academies
This minor believes that events are a strong strategic marketing tool and that these events help in empowering their brands. Whether these events are green, entertaining, innovative, commercial or generate social development, all their relevant aspects will be explored by us.

Students and lecturers from all the different academies work together in this minor, so your experience and knowledge can really make a difference!

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

Learn about the impact of events on cities and countries and the link between sustainability and events.

Appropriate level of English, both written and oral
Propaedeutic certificate obtained.

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/LMS or in class.

Division of the 30 credits:
Theoretical Assignments 13 ECTS (group reports & presentations)

• Strategy & Design 5 ECTS
• Logistics and Crowd Control 4 ECTS
• Hospitality 4 ECTS

Large Real Assignment 17 ECTS (group reports, presentations & execution)

• Plan of Approach 5 EC (including concept, sector analysis and mystery visit)
• Execution + End report 12 ECTS (including Media chapter)

Competencies
Event-marketing, branding, concept design, media management, event logistics, hospitality management

Topics

• 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
• Marketing & Media

Structure of the minor
The minor consists of 2 main parts:

1. a theoretical part: 3 assignments/blocks; strategy & design and media, logistics & crowd control and hospitality
2. a practical part: preparing and organizing your own (real life!) event (preparation & execution: Sept-Dec), including Media workshops.

In 3 blocks (Strategy & Design, Logistics & crowd control and Hospitality) 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 (30 to 50 minutes, 2x per week)
• expert meetings (EP) per class with expert (90 minutes, 1x per week)
• pitches and presentations per class
• 3 peer evaluations per group (40 minutes)

Teaching method(s)

• 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

International context
10 to 15 % foreign students, International focus on cases and literature, international study trip (optional)

Costs
2 books together around 80 Euro, extra materials, articles etc are for free.
Optional Studytrip: depending, on destination: 300-400 Euro.