Master Strategic Event Management

Master Strategic Events Management

2-year professional master’s programme | Part-time | English-taught

2 years
Part time

Events as a strategic tool

Do you work in the events sector? Are you ready for the next step? Then the Master Strategic Events Management might be for you.

In the Master Strategic Events Management, you will learn how to use added value to enhance the event and increase its impact. The principle of Strategic Value Creation teaches you how to create meaningful experiences with personal and catchy concepts and how to use events as a strategic tool.

It is a two-year part-time master's programme, in which you combine your work in the events industry with one day of study at our Breda campus, independent study, and working on a graduation assignment that ties in with your work. This allows you to apply your new knowledge immediately.


Why choose the Master Strategic Events Management at BUas?

  • It is a unique master’s, being the only one in strategic event management in the Netherlands
  • It focuses on events as a tool for strategic value creation 
  • BUas is one of the seven World Leisure Centres of Excellence in the world 
Why BUas?
What Strategic Events Management?

'It is all about value creation within the world of events.'

Peter, student

Programme content
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Study overview

Study programme

In close cooperation with the industry, we identified the knowledge and skills that professionals in the hectic and changing events industry need. Based on this, the study programme of the part-time master's programme Strategic Events Management was developed.

That cooperation with organisations in the event industry is characteristic of the master’s programme. Everything is connected, so we teach you above all to always keep making the connection between the theoretical concept of Strategic Value Creation and experiences in practice. Only then will you actually be able to add value with workable and meaningful initiatives for individuals, communities, companies and society at large.

An experienced team of lecturers will give you insights into strategic management, corporate responsibility, stakeholder management, analysis & marketing, innovation, Experience Design, and Strategic Value Creation.

With this knowledge in your pocket, you will graduate with a project that ties in with your own work. Once you have successfully completed this challenge, you will be able to deploy events from a broad (holistic) perspective with the aim of creating (added) value for different target groups.

Course details

The Master Strategic Events Management is a part-time programme (60 ECTS credits) that lasts a total of two years. The concept of Strategic Value Creation is a central theme in the master’s programme.

In the first year, you will work on the modules of Business Strategy, Innovation & Change, Sustainability & Responsibility, Event Marketing, and Experience Design. You will do this in our learning community where you will work together with your fellow students who also work in the events industry. This allows you to quickly deepen your knowledge and expertise.

In the second year, you will work on the Collaboration & Co-Creation and Strategic Value Creation modules. In the learning community, you will start preparing for your graduation. Your graduation will be in the context of your own work environment in the events industry and will eventually lead to a graduation portfolio that is relevant to you.

Introduction clips on course modules

Would you like to know more about our course modules? Click on the course module to open the clip in a  new window.


Study load en coaching

The Master Strategic Events Management is a part-time programme for professionals in the event industry. The master’s programme lasts two years and has a total study load of 60 ECTS credits.  

To give you an idea: 1 ECTS credit is equivalent to 28 study hours. This amounts to a total of 20 hours of teaching and independent study per week. You will have classes on campus one day a week (8 hours). In addition, you will work independently on your studies for about 12 hours a week.

You study in a small-scale environment and lecturers have time and attention for your substantive questions. You can discuss study-related matters with your lecturer, and also with the programme coordinator. If you want to discuss personal matters that might affect your study progress, you can do so with our student counsellor.

All your fellow students work in the events industry. Through intensive cooperation, you strengthen each other and you can learn a lot from each other. We work together in a learning community consisting of event professionals, lecturers and coaches. This requires an active and substantive contribution from you as a master's student. The great thing is that you will expand your network and have the opportunity to further professionalise your work in the events industry. In fact, you will work on innovation processes that you can immediately apply in your own working environment. 

Guest lectures and company visits

Because we find the connection with the professional field important, we organise several guest lectures and company visits during your master’s studies. Sometimes we visit a company or organisation where one of our master’s students work.  


The Netherlands is leading in the electronic music event industry. To keep ahead in the field, we need to educate talented young professionals, especially in the strategic aspects of the work. As a future event manager, for instance, you need to make sure that all stakeholders work together closely and share the same values. This master’s programme will help young professionals to develop the skills to do so.

Martijn van Daalen


Our business demands a next-level generation

Today our business is all about event strategy, business models and return on investment of events - all in a rapidly changing environ ment. It demands a new generation of professionals who embrace the challenge of stepping up to this next level in the leisure industry. I am confident that this master’s programme will help to educate professionals with precisely these qualities and will lead them into this new era.


MICE Sales Director of the Venues Division at GL Events, General Manager at World Forum The Hague

It makes you see the bigger picture

This master’s programme gives you the right framework, it makes you see the bigger picture. It gave me amazing knowledge and insights, and I learned that strategic also applies to small things. After graduating I took up more strategic roles and was really ready to carry on. The fact that all assignments were directly linked to my daily work made this programme so tangible and thus useful for me. Module after module, I could apply everything I learned straight away in my job!


Graduate Master Strategic Events Management


Students are eligible if they hold a bachelor's degree in for example the fields of leisure, events, tourism, sports, hotel, facility, culture, business or economics.

Please check out the full admission requirements


If you meet the admission requirements, you are invited to apply for this programme. Admission is based on selection. Please check out the application procedure.


In the academic year 2024-2025 the statutory tuition fee for this master's programmes is €1,770. In addition to the tuition fee, you will need to take into account additional costs for the purchase of study materials such as textbooks. Read more about study costs.

Your career

The programme of the Master Strategic Events Management focuses on creating strategic value through the use of events. Upon completion you can, for example, take up a career at a festival organisation to ensure that all stakeholder interests are properly considered and served, at a municipality to develop events policies that contribute to an attractive profile, business climate or social cohesion of or in the city, or at a conference organiser to work on the development of new markets. 

After graduation you are entiteld to the Master of Arts degree.