Master Strategic Events Management
2-year professional master’s programme | Part-time | English-taught
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
Seeking a master’s programme in tourism, leisure, or imagineering? Take this short quiz to discover the best match for you.
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.
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.
- Business Strategy
- Innovation & Change
- Sustainability & Responsibility
- Event Marketing
- Experience Design
- Collaboration & Co-creation
- Strategic Value Creation
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.
CCO of ID&T
Our business demands a next-level generation
It makes you see the bigger picture
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.
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.