Want to learn how to come up with ideas for an impactful event - be it economic, social or cultural impact? An event you can use as a strong marketing tool? The minor in Strategic Events Management will help you to develop a strategic professional view of event management.

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 attend workshops and guest lectures, and take part in field trips 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)

Three years of a bachelor’s programme within the domain of tourism, leisure or events and related domains. Please contact us to check.

Propaedeutic certificate obtained

Gerritsen, D. & Olderen, R. Van (2017). Het Event als Strategisch Marketing Instrument. Coutinho. 

Or the English edition:

Gerritsen, D. & Olderen, R. Van (2020). The Event as a Strategic Marketing Tool. CABI.

Portfolio, oral exam, project assessments and video reflection

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

Topics

• 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
One semester

Supervised meetings twice a week and many extra meetings depending on the projects (real- life commissioners) and a two- day field trip abroad.

Guest lectures and workshops along the way during, in total, five weeks

Teaching methods
Project factory:

Supervised meetings, guest lectures, field trips. All with real- life commissioners. Small and large projects with different time lines.

Course: guest lectures and workshops

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

Costs
n/a. Field trip fee: about 150 euro