Master Strategic Events Management
2-year professional master’s programme | Part-time | English-taught
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Networking
Expand your network through contact with professionals and fellow students
Industry partners
You will attend guest lectures and visit industry partners
Small-scale and personal
Lecturers are attentive to you and your development
Why this study programme 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
Study overview
Course content
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.
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.
- Year 1
In the first year, you will work on the modules of Innovation & Change, Business Strategy, 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.
- Year 2
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.
Teaching method
Every Tuesday, you will be expected on campus for a day of education (10.00 to 18.00 hrs). These Tuesdays include interactive lectures, guest lectures, masterclasses, seminars/workshops, and learning community sessions. During the academic year, you will visit several companies. You will regularly present your results to lecturers and jointly evaluate your academic process.
In addition to the on-campus education day, you will have about 12 hours of independent study per week, consisting of studying literature and working on assignments. You will combine this with your job in the events industry. The advantage is that you can often immediately apply the knowledge gained within your workplace.
An experienced team of lecturers will give you insight into strategic management, corporate responsibility, stakeholder management, analysis & marketing, innovation, Experience Design, and 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 students, 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.
- A typical week
Tuesday
- 10.00-12.00 Learning Community session
- 12.00-13.00 Lecture on Megatrends
- 13.00-14.00 Lunch with second-year students
- 14.00-15.00 Lecture on Megatrends
- 15.00-18.00 Transformative Organisations and System Thinking
The remaining days will be dedicated to work and independent study.
Student well-being
BUas encourages and helps you to make the most of yourself, whatever your circumstances. Maybe you have a chronic illness, are a family carer, a competitive athlete, or juggle your studies with running your own business? Our study coaches, student counsellors and student psychologists are here to help. Do you need extra support or advice? Or extra facilities? Then take a look at the options here.
Guest lectures and company visits
Because we consider the connection with the industry important, we organise several guest lectures and company visits during your master's studies. It also happens that we go to a company or organisation where a master's student is working.
What makes this study programme unique
Discover Your Future
At this annual event where students, alumni, professionals and lecturers come together, you gain new knowledge and broaden your business network. You will stay connected with BUas and professionals.
Professionalising the events sector
Throughout the programme, you will play a role in developing the events industry and advancing it further. You will immediately apply the knowledge gained to your own (events) organisation.
Admission & application
What are the admission requirements?
With a bachelor's degree in for example the fields of leisure, events, tourism, sports, hotel, facility, culture, business or economics, you can be admitted to the master's programme Master Strategic Events Management. If you do not meet these requirements, you can have a look at the options available to you.
Information about admission requirements
What does this study programme cost?
For academic year 2025-2026 the statutory tuition fee for this master's programmes is €1,820. In addition, you should take extra costs for software, excursions, etc. into account.
How can I apply?
If you meet the admission requirements, you can apply for this programme. If you do so before 1 May, you can certainly start your studies.
Find out if this study programme suits you
Seeking a master’s programme in tourism, leisure, or imagineering? Take this short quiz to discover the best match for you.
CCO of ID&T
Our business demands a next-level generation
It makes you see the bigger picture
What can you do after your studies?
Upon completion of this master's programme, you will receive the title of Master of Arts and will be able to work for various (events) organisations.
Our graduates work, for instance, for corporate events, public events, companies that use events such as ASML, (e)sports organisations, non-profit charitable organisations, event venues such as World Forum The Hague and Ahoy Rotterdam, or for the (local) government such as a municipality or provincial authority.
Virtual campus tour
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Get inspired!
Read more about projects, research and insights in the leisure industry.
Help with choosing your study programme
Do you want to continue after your bachelor's or further develop your professional skills and are you looking for a master's? Discover, compare and choose your master's programme at BUas.