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Strategic Events Management (1st semester 24/25)

Do you want to apply for this minor?
Check out the step by step on our website. 
Here you can also find the correct manner to start your application on Studielink.

The minor will teach you to work on different projects for real life commissioners. Therefore, a highly professional attitude is required. You steer your own learning process. Next to that, you will follow workshops, guest lectures and fieldtrips with a focus on the meaning of events for brands and cities.


  • Developing a conceptual model for a client
  • Organising a stakeholder meeting (human dimension)
  • Mastering the competencies of Stakeholder management, Design and Marketing, and Leisure Productions within the events and leisure context
  • Understanding and being empathetic towards different stakeholders
  • Developing a strategic professional view of event management
  • Developing your self-reflection skills (Personal Development Plan) 


3 years of bachelor program within the domain of tourism, leisure or events, hotel management, economics, communications and logistics. 

Propaedeutic certificate obtained


Het event als strategisch marketing instrument – Gerritsen, D. Olderen, R. Van, Coutinho, 2017

Or in English

The event as a strategic marketing tool – Gerritsen, D. Olderen, R. van, CABI, 2020


  • Portfolio
  • oral exam
  • project assessments
  • video reflection

Aanvullende informatie

Design and Marketing (concept development), Research and analysis Events (analysis), Execution Events


  • Placemaking and place branding
  • Partnerships and stakeholders
  • Marketing, branding and events
  • Bidding and pitching
  • Impact of events (economic, social, cultural impact)

Structure of the minor
1 semester

  • Twice a week supervised meetings and a lot of extra meetings depending on the projects (real life commissioners) and a two day field trip abroad.
  • Guest lectures and workshops along the way during 5 weeks in total

Teaching method(s)
Project factory:
Supervised meetings, guest lectures, field trips. All with real life commissioners. Small and large projects with different time lines.

guest lectures and workshops

International context
Some guest lectures or field trips are in English/international

Not applicable, for the field trip about 150 euro.

English* / Dutch**
* Main language in community and courses is English. Students from Dutch study programs are allowed to use Dutch language in individual products
** The start of an all Dutch minor group - next to the English minor group - depends on the number of applicants