Audience holding cameras at a large concert, an event that could be involved in during the Master Strategic Events Management.

Master Strategic Events Management

Would you like to further specialise in the dynamic, fast-moving, and experience-focused event industry? Let’s meet each other at the Master Strategic Events Management! 

Strategic value creation

Why choose this master at BUas?

  • Recognised by WLO as a World Leisure Centre of Excellence
  • Only master’s programme in Strategic Events Management in the Netherlands
  • Focus on public and business events as a tool for strategic value creation


BUas Quiz

Within five minutes you will find out if our small-scale study environment is the right fit for you!

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Study overview

After discussing the requirements of event managers with industry representatives, we were able to identify the key areas of knowledge development upon which this master’s programme in out event management is founded. Close industry ties like these are typical of our master’s programme. After all, we want to trigger our students to adopt this outlook as well - combining practical experience with our Strategic Value Creation concept to deliver a wide range of value-adding initiatives to individuals, communities, businesses and society at large. 

The professional team of lecturers of our programme will offer students insights into strategy, responsibility, experience design, analysis & marketing, stakeholder management, innovation and strategic value creation. With this knowledge under their belt and upon successful completion of their final graduation challenge, our future event managers should be able to take a holistic view of the value creation potential of events. 

Our master’s programme, which covers 60 ECTS credits, has a total duration of 2 years. The concept of Strategic Value Creation is essential in all modules and therefore the red threat during the entire master’s programme. You can find more information about planning, curriculum and subjects in the complete programme. We will explain below what you can expect in each year.

In the first year you will work on the modules Business Strategy, Innovation & Change, Sustainability & Responsibility, Event Marketing and Experience Design. To further deepen your knowledge and expertise you will be working in the M SEM learning community during the entire programme, starting in the beginning of year 1.

In the second year you will be working on the modules Collaboration & Co-creation and Strategic Value Creation. You will also start with graduation preparation, through a learning community approach, which will lead to the actual graduation phase.

During the graduation phase you will be working on your graduation portfolio and the implementation of your Value Creation Challenge(s). 

Introduction clips on study modules
Would you like to know more about our study modules? Here you can watch an introduction of each module. 

Curriculum Blueprint M SEM – 2 years programme
Click photo to enlarge

The Master Strategic Events Management is a two year, part-time programme. The total study load is 60 ECTS credits. To give you an idea: 1 ECTS credit equals 28 study hours. This amounts to 21 hours of education and self-study per week. You will have classes on campus 1 day a week (8 hours) so that leaves approximately 13 hours self-study per week.

The Master Strategic Events Management offers students a small-scale environment as the number of students admitted into the master’s programme is limited and lecturers are always there to offer help. For questions on the content of the programme, lecturers can be easily reached. For the duration of the master's programme, you will have your own coach who will support you during the entire programme. The programme coordinator is available to help with day-to-day issues. If you wish to discuss personal problems that may be affecting your life as a student, you can contact a student counsellor.

You and your classmates all work in the events industry and you apply everything you learn directly to your own professional work. We collaborate in a learning community of students, events industry professionals, and lecturers. This obviously involves a high study load, but more importantly, it is a chance to gain experience as well as professionalize the events industry in which you will build a network. 

Guest lectures are offered regularly during the master's programme and several field trips are organised as well. Since all Master Strategic Events Management students work in the events industry, fieldtrips are sometimes provided to visit each other's companies.


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 adequately 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.