Master Strategic Events Management

Are you already part of the dynamic, fast-moving and experience-focused event industry or do you want to become part of it? Let’s meet each other at the Master Strategic Events Management where we combine practical aspects of the event industry with theoretical knowledge.

In our part-time Strategic Events Management master’s programme, we want to optimise the connection between students and the event industry by teaching them how to design, personalise and deliver engaging experiences. 

The concept of Strategic Value Creation is therefore at the heart of the Master Strategic Events Management. With personalisation, learning communities, high-impact learning and connectivity as guiding principles, students will work on a final graduation challenge which is relevant to the professional context the student operates in. The industry is at the heart of our education.

Stay informed about the latest developments of this degree programme and visit our LinkedIn page Master Strategic Events Management


After your master

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.

“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, Commercial Director at ID&T

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 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, has a total duration of 18 months which are divided across three semesters.

At the start, in the first semester, you will gain knowledge on Business Strategy, Innovation & Change and Sustainability & Responsibility. After these three competencies we start with the second semester which involves Experience Design, Collaboration & Co-creation and Event Marketing. Finally, in the second year and third semester, you will start your graduation project which involves all of the above-mentioned competencies. The concept of Strategic Value Creation is essential throughout the duration of the master’s programme. It will be the main focus of all competencies, as well as your graduation project.

During the graduation phase you will be working on your graduation portfolio and the implementation of your Strategic Value Creation Plan. Graduation preparation starts already in the beginning of the master in a learning community approach and is closely related to the module Strategic Value Creation. 

The Master Strategic Events Management is a one-and- a half year, part-time programme. The total study load is 60 ECTS. To give you an idea: 1 ECTS equals 28 study hours.

We believe that having personal contact with our lecturers and fellow students is very important, which is why we offer a small-scale environment. Together with industry professionals, we ensure that students are regularly exposed to real-life experiences by visiting multiple leisure venues as well as events that students work for. This obviously involves a high study load, but more importantly, it is a chance to gain experience as well as build a network in the industry that you want to be part of.

For the duration of the master you will have your own coach who will support you during the entire master. For questions on the content of the programme, lecturers can be easily reached. Besides, the programme and operational coordinator are 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.