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.

Organise your own event
This minor focuses on co-creating events with a variety of stakeholders, alongside students from different academies. Key elements and competencies covered include strategy, concept design, branding, city marketing, marketing and media, hospitality (including food concepts), event logistics and crowd control. A big part of the programme involves setting up and organising your own event for a real-life commissioner.

Work with students and lecturers from various disciplines and academies
This minor believes that events are a powerful strategic marketing tool that can help to empower brands. We will explore all the relevant aspects of these events, whether they are green, entertaining, innovative, commercial or generate social development. Students and lecturers from various (BUas) academies work together on this programme, so your experience and knowledge could have a real impact!

1.        Learning about the different types of events, such as public/private and free/paid-entry.
2.        Marketing events and using events as a marketing tool, including developments in transmedia and social media.
3.        Event design, including the use of professional instruments such as the experience and touchpoint model, customer journey, value research, and various imagineering tools.
4.        Creating awareness of process design and crowd management concepts for all types of events.
5.        Gaining 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.

Competencies: Event marketing, branding, concept design, media management, event logistics and hospitality management.

This minor will be of most benefit to you if it complements your field of study and/or your professional profile, is at an appropriate level, and does not overlap with your major.

In borderline cases related to entrance level: First-come first served: so no intake / selection, whoever registers first is admitted until the max is reached.

• Appropriate level of English, both written and spoken
• Propaedeutic certificate obtained

Two 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 via Brightspace or in class.

Division of the 30 EC (European Credits):

Theoretical assignments (group reports and presentations): 13 EC
- Strategy and Design: 5 EC
- Logistics and Crowd Control: 4 EC
- Hospitality: 4 EC

Real-life assignment (group reports, presentations, execution): 17 EC
- Plan of approach (incl concept, sector analysis, mystery visit): 5 EC
- Execution and end report (including media chapter): 12 EC

Language of instruction
Hybrid form:
- Lectures are all in English.
- Workshops are in Dutch and English, depending on whether you are in a Dutch or English group.
- Progress/group meetings will be in Dutch or English, depending on your group.
- Deliverables are in Dutch and English, depending on your group.

Topics and Structure of the minor

Topics:

• Typology of events
• Facts & figures about the 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
• 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:

• A theoretical part: Three assignments/blocks: Strategy & Design, Media, Logistics & Crowd Control, and Hospitality.
• A practical part involving the preparation and organisation of your own real-life event (September–December), including media workshops.

In three blocks (Strategy & Design, Logistics & Crowd Control, and Hospitality), we will develop the skills and knowledge mentioned in the learning goals. In class and group meetings, we will focus on the multidisciplinary aspects that are important for professional events.

Lectures: 60 or 90 minutes
Progress meetings (PM): 30–50 minutes, twice a week
Expert meetings (EP): 90 minutes, once a week
Pitches and presentations in class
Three peer evaluations: 40 minutes

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