Want to find out how to design and organise the perfect event experience? The minor in Co-creating Events & Designing Experiences will show you by combining skills and by working together with experts in related fields such as Hospitality, Logistics and Crowd Control.

Do you want to find out how you design and organise the ‘perfect event’? This wide minor in 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 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 into hospitality experience design and food concepts
6. 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

Two compulsory books:

Event Logistics, Maarten van Rijn & Dick van Damme

Events as a Strategic Marketing Tool, Ronald van Olderen & Dorothé Gerritsen

Extra materials, articles, etc. will be delivered through Cum Laude/LMS or in class.

Division of the 30 credits:

    1.Theoretical Assignments 13 credits (group reports and presentations)

• Strategy & Design 5 credits
• Logistics and Crowd Control 4 credits
• Hospitality 4 credits
  
  2. Large Real Assignment 17 credits (group reports, presentations and execution)

• Plan of Approach 5 credits (including concept, sector analysis, and mystery visit)

• Execution and end report 12 credits (including a chapter on Media)

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

Topics

• Typology of events
• Facts and figures about the event industry
• Trends and developments in the 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
• Food concepts 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 two main parts:

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

In three 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 above learning goals. In class and group meetings we will focus on multidisciplinary aspects which are important for professional events.

• lectures (60 or 90 minutes)
• progress meetings (PMs) per group with a supervisor (30 to 50 minutes, twice a week)
• expert meetings (EP) per class with an expert (90 minutes, once a week)
• pitches and presentations per class
• three peer evaluations per group (40 minutes)

Teaching methods

• 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
Two books totalling around 80 Euro. Extra materials, articles, etc. are for free. Optional study trip: depending on destination: 300-400 Euro.