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! 

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


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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 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 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 will 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, through a learning community approach, will start as early as at the beginning of the master's programme and is closely related to the module of 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 credits. To give you an idea: 1 ECTS credit equals 28 study hours. This amounts to one day of education and two days of 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. What’s more, 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 build a network in the industry that you want to be part of. 


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.