Minor Strategic Event Management
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 Event Management will help you to develop a strategic professional view of event management.
Come and meet us
Choosing a minor is an important decision. That's why we will help you make your choice.
Why choose this minor?
- It will bring you closer to a career in the events industry
- You will undertake three projects simultaneously: organising an event, designing a concept, and analysing a strategic event
- You will work for real-life clients within a diverse team of students
About this minor
This minor equips you to work on real-life projects for actual clients, requiring a highly professional attitude and strong self-management skills. You will take responsibility for your own learning process while attending workshops, guest lectures and field trips that explore the role of events in shaping brands and cities.
Working in teams of five or six, you will complete three different projects for real clients in the events industry. From September to January, you will design and deliver these projects from scratch, gaining hands-on experience in event management alongside practical workshops.
Key topics include placemaking and branding, partnerships and stakeholder engagement, events as a powerful marketing tool, bidding and pitching, and assessing the economic, social and cultural impact of events.
More information:
- Language of instruction
Dutch.
- Admission requirements
Admission requirements for BUas students:
- Propaedeutic certificate obtained
Admission requirements for external students:
- Propaedeutic certificate obtained
- Learning outcomes & competencies
Learning outcomes:
- 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)
- 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)
- Teaching & assessment
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.- Required study material
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- Additional costs
The cost of the field trip is around €300.
- Minor coordinator
Dorothé Gerritsen: [email protected]
After this minor
You are ready to embark on your graduation project or career in one of the fields of event management. You understand your skills and interests and how they align with the event industry. Additionally, you will have a network of event professionals through real-life commissioners.
Practical information
When
Monday 31 August 2026 – Friday 31 January 2027
Where
All classes and meetings will take place on the BUas campus in Breda.
Teaching method
In the Project Factory you work on projects with real-life commissioners. You take part in meetings, guest lectures, workshops and fieldtrips.
How to apply?
You can choose this minor if you study at BUas, but students from other higher education institutes are also warmly invited to join. This makes for a diverse and inspiring classroom!
- How to apply: BUas students
For BUas students, the application option in Osiris opens from 23 to 27 March 2026 (fall semester) & 5 to 9 October 2026 (spring semester). When you apply in Osiris you can indicate two preferences, these can be two different minors at BUas, but you should also indicate if you prefer to take an external minor. For more detailed information please visit the Minor Desk page on the student portal.
Please note that applicants will be accepted on a first-come, first-served basis or via a selection procedure as mentioned at the admission requirements on this page.
- How to apply: non-BUas students
All information regarding the minors for 2026 -2027 is available on Kies op Maat. From 2 February to 15 May, the application option and thus the download of the learning agreement will be open on Kies op Maat.
The full step-by-step plan:
- Download the learning agreement on Kies op Maat. Ask your own university of applied sciences to sign the learning agreement for approval.
- Start your application via Studielink – this is possible until 26 June. Go to the Study Programmes tab and click 'add new enrolment application'. Then click at 'Educational institution' on Breda University of Applied Sciences and enter 'Minor' or 'KOM' as search term. A list of BUas KOM minors per academy will appear. Make sure you apply for the right minor. Check the learning agreement to see where your minor belongs to. After registering in Studielink you will receive two emails: one confirming your registration with BUas and immediately afterwards an email containing the login codes for and the link to Osiris Registration from BUas. If you do not receive the second e-mail, check your spam first and otherwise send an e-mail to [email protected].
- Receive access to My Online Application. Here you can complete – and keep track of – the next steps of your application.
- Upload the signed learning agreement in My Online Application (note: the learning agreement must be signed by your own university of applied sciences and yourself before uploading it on My Online Application)
- Since you are coming to BUas temporarily for a minor, it is important that you arrange payment in a correct manner via the following steps to arrange your proof of payment, a so-called BBC (Bewijs Betaald Collegegeld).
- Arrange the payment at your own institution
- Go to Studielink and request a BBC for BUas. Click here to go to the correct webpage (search on this page for the "Request for proof of paid tuition fees") for the step by step plan.
Make sure you complete all steps on time, as mentioned there are deadlines for downloading the learning agreement and starting your application. Once you have made a start in My Online Application, you have until 1 September / the start of the minor at the latest to complete your steps. Please note:
- Some minors have limited numbers of places available. Students will be admitted in order of application.
- If you are a student of an institution affiliated to Kies op Maat, the rules and agreements of Kies op Maat apply. The costs of the minor will be settled between BUas and your home institution. As a student, you won’t notice anything about this.
- If you are a student from a government-funded institution that is not affiliated to Kies op Maat, we will make separate arrangements about financing the minor before the start of the minor.