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? This minor will help you to develop a strategic professional view of event management.

The minor will teach you how to work on real-life projects for actual clients. Therefore, a highly professional attitude is required. You will be responsible for steering your own learning process. In addition, you will attend workshops, guest lectures and field trips focusing on the significance of events for brands and cities.

What is it all about?
Using events as a tool to achieve objectives. You will work in groups of five or six students on three different projects for real clients in the events industry.
You will design your own projects from scratch. From September to January, you work on three projects simultaneously. In addition, you will attend workshops (see below) and gain practical experience in event management.

What’s in it for me?
You will gain an analytical view and practical experience of events for real commissioners. You will learn from guest speakers and attend workshops led by experts, combining this learning with practical experience in events on which you will need to reflect.

• Developing a conceptual model for a client
• Organising a stakeholder meeting (human dimension)
• Mastering the competencies of stakeholder management, design, 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)

Competencies:

• Design and marketing (concept development)
• Research and analysis
• Events (analysis and execution)

• 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

Project Factory:
Supervised meetings, guest lectures and field trips. All with real-life commissioners. Small and large projects with different timelines.
The course includes guest lectures and workshops, a portfolio, an oral exam, project assessments and video reflection.

Teaching hours:
Two 2-hour lessons per week for the whole semester.
In addition, during six weeks: One-and-a-half-hour guest lectures and two-hour workshops.
Field trip for three days in October/November.
Meetings and visits to commissioners of the three projects.

Language of instruction
Dutch

Topics and Structure of the minor
One semester
Supervised meetings twice a week, as well as additional meetings depending on the projects (real-life commissioners), and a three-day field trip abroad.
There will also be guest lectures and workshops during the five-week programme.

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

Additional costs
The cost of the field trip is around €300.