An event is an organized or live experience with a beginning and an end, aimed at a specific target audience to realize a predetermined objective by changing the participants’ perception or behaviour (Straeten, 2017).

In this minor you and your co-students are going to work as a (virtual) event agency. You are going to design and plan one or more events and you will be accountable through a business case.

The minor includes developing an event concept and planning a meaningful event in which the following elements will be addressed:

1 Design: Creating an event concept on a strategic level.

2 Marketing Communication: Marketing communication plan based on concept

3 Event setup:

- a lot of facilities need to be taken into consideration when organizing an event. Think of project management, marketing (communication), logistics, physical location, catering, transportation, experience, technical aspects, security, licences and insurances, sustainability and cleaning services;

- creating a dynamic budget which allows the organizer to be able to think and act in scenarios and impact.

4 Operations:

- transfer from design and setup to operations;

- pro-active attitude towards (unforeseen) scenarios.

5 Evaluation: all events have economic and emotional value. Research on the impact of events is important. A reality check is done during the event

The authentic learning task of this minor is to develop and plan a meaningful (international) event taking into account relevant preconditions.                                              

After finishing this minor successfully, the student will achieve the following learning goals, based on the core event management areas. The overall learning goals for the entire minor are set in this chapter. Specific learning goals will be mentioned per learning task. 

1. The student is able to identify the most important trends and developments in the MICE and public event market and to apply these to an event design.
2. The student is able to design an event, taking into consideration the strategic goals of the client, the needs of a specific target group and taking into account the trends and developments in the event market.
3. The student is able to empathize with the client and various stakeholders.
4. The student is able to create the experience and instructional journey for the stakeholders.
5. The student is able to create meaningful events and memorable connections with participants.
6. The student is able to make a marketing communication and acquisition plan for a specific event.
7. The student is able to transfer the event design into a site plan, taking into account technics, logistics and security plan.
8. The student is able to select, describe and plan the facility services that are needed.
9. The student is able to demonstrate effective business communication with external parties, like suppliers and the client.
10. The student is able to embed sustainability into all aspects of the event setup.
11. The student is able to analyse the financial impact of an event by preparing a dynamic business case (an income statement, a breakeven analysis, and is able to perform a scenario-analysis)
12. The student is able to calculate the Return on Investment (ROI) (financial and non-financial impact).
13. The student experiences real life events (if possible). The student shows professional craftsmanship and behaviour in actual live events or cases.
14. The student is convincing, flexible and able to make decisions taking into account the actual preconditions.
15. The student shows persistence, carries out the professional task, and is able to reflect on it by developing and applying several scenarios.
16. The student demonstrates social and communicative skills in working together and co-creation in the project group.
17. The student is able to conduct research and herewith adds value to the future event.

Target groups: All study programmes

Within this minor, students will be challenged to consult a variety of sources, and thus discover the world of Event Management. The mandatory literature is:

EAN 9781138907058; Events Management, An introduction; C. Bladen, J. Kenell, E. Abson, N. Wilde; Routledge, Taylor & Francis Group

EAN 9789081724906; Event Logistics; M. van Rijn, D.  van Damme; RijnDam

During the minor additional literature will be used from online sources but also available in the library of Zuyd or via http://libguides.bibliotheek.zuyd.nl/Facility-Management

Cost of excursions (if applicable): maximum €25 per excursion

In general the activities will be scheduled from Monday till Friday during office hours. We aim to bundle as many study activities as possible on 2 or 3 days a week.  Occasionally other activities can be scheduled on evenings or during weekends depending on the project and client.

Combination of Tutorial groups /project meetings, (guest)lectures, workshops, excursions and skills training (including supplier negotiations and escape room). 100% attendance is required for (guest) lectures and excursions, 80% for other activities. The student’s professional attitude component will be assessed based on participation and collaboration during the activities.

Oral assessment event management (5 EC, weight 33): Final assessment in which the design, the organization and the impact of an event, scenario thinking and business case thinking is tested and transferred to other situations.

Project results event management (5 EC, weight 33): From the position of an event agency, the student writes an event portfolio. The following partial products are delivered:

- Event concept (30%)

- Event production (25%)

- Marketing communication plan (10%)

- Operational plan (10%)

- Financial business case (25%)

Each partial product must be assessed with a minimum of 5.5.

Reflection on professional attitude event management (5 EC, weight 33): Commitment, attitude, input and degree of team work play an important role. Peer feedback is given within the project group. In addition, the conversation skills with external parties are tested during the account interview. Knowledge and soft skills are tested in the escape room,

For more information about the minor Event Management given by lecturers and students, we advice you to watch this video: https://vimeo.com/570221926/7f6670163e

Furthermore you can send us your questions by email.