Introduction
This exciting MSc, Master of Business Management, specialized in Event Management, challenges students to study at a high academic standard, combining case studies and research. However, the degree program also has a real practical approach in its design - through project weeks, professional inquiry, and a module of professional-based learning in which students complete a short work placement often linked directly to their final project.
The program offers a combination master of business administration subjects and broader modules in economics and management. Through modules looking at global economics and strategic management, globalization, society & culture students the program will enable students to further develop their deeper knowledge of business management and administration.
Course Content
Semester 1
(Core Modules)
Marketing Management
Globalization, Society & Culture
Research Methods Introduction (Final Project)
The World Economy
Professional Inquiry
(Specialisation Modules)
Critical Perspectives in Event Management
New Media, Marketing and Analytics
Semester 2
(Core Modules)
Research Methods (Final Project)
Micro Economics - Global Perspectives
Strategic Management
Project Module (3 Project Weeks, linked to Final Project)
(Specialisation Modules)
Event Design & Management
Event Theory & Practice
Semester 3 (Work Placement & Graduation)
Professional Based Learning
Final Project
Course Structure
The master program is delivered in a block format, with 2 modules being covered every 6 weeks. Core module classes are inter-disciplinary - you study shared modules with master students from different business management specializations. Due to the rolling entry (6 times a year) groups are dynamic, extremely international, and diverse.
The modules are delivered intensively over consecutive days in the so-called 'block format', which means that each module has 6 days of teaching split into two blocks of 3 days. Teaching methods include group work, case studies, presentations, and live projects. The course is delivered through a variety of approaches including lectures, presentations, tutorials, and case studies, with an emphasis on interactive learning. Each module is taught by two lecturers, often a full-time Wittenborg lecturer and a guest lecturer from a partner university. Modules include regular guest speakers from the industry.
The Industry
The enormous impact of new technology and digitalization combined with the ever-increasing need to develop, nurture, and retain international talent means that business administration is reliant on well trained and knowledgeable managers with a strategic and global vision.
"Adopting a social scientific approach to the analysis of the international event industry, specialist subjects include international event strategy analysis and development, critical issues surrounding risk in modern societies, event project management, and international event marketing, sponsorship and fundraising. Conceptual analysis is applied through the use of a variety of case studies from mega sport and cultural events to more localized cultural, business, or charity events."
the Event Management Industry:
‘Events Management’ is a multimillion-euro industry and, in the case of large organizations, often forms part of a company’s marketing strategy. It is foreseen that the increased nature of global business will make the demand for events even higher. Though technology shrank the world, face-to-face meetings as a way of networking are still highly valued.
In-depth theoretical and practical knowledge as offered by the Master of Business Management in Event will make your application for a job stand out.
Events can be roughly categorized in the following ways:
Leisure: This includes big sports events like the FIFA World Football Cup, festivals like the Glastonbury Music Festival in the UK, or fashion shows in Tokyo or Paris.
Business: Most businesses spend more than 8 % of their budgets on events-based marketing and branding, and from the head of marketing and branding to the most senior PA, Event Management is a constant feature of their business administration field.
Personal: Planning personal events like weddings and anniversaries in a highly organized way and not just ad hoc have become commonplace.
Organizational: This includes small business events like a breakfast meeting to huge conferences attended by thousands of delegates. Also falling under this category would be fundraisers, NGO, and public sector events.
Cultural: This would include celebrations around heritage like the Bastille festivities in France and traditional ceremonies.
Career Prospects
The Master of Business Management specialized in Events is aimed at a range of students and practitioners from different backgrounds. Although the program will be suited to business professionals from a broad range of business administration fields, in all sectors and branches, it has been specifically designed for those who wish to pursue senior management positions within the events industry or as preparation for further study in the field, such as a Ph.D. in the field of events, or in the hospitality management, tourism management or other service sector management areas. WUP was asked to look at specific careers in the events industry for graduates of this Master program and found career areas including:
Policy and planning advisor: Big sports events, festivals, or conferences have a big impact on host communities and can mean big business for countries. Based on your expert knowledge in the field, you advise national, provincial, or local governments on policy, planning, and strategy around these events while adhering to targets.
Project manager of international festival or event: In an increasingly globalized world international events like the Olympic Games, conferences and festivals draw thousands of attendees. As a manager, you have final control and responsibility for everything from finance to operations and logistics - overseeing location, marketing, transport, and accommodation.
Consultant for a service organization: Many organizations in the public and private sector lacks managerial capacity and make use of external consultants in analyzing markets, guiding development, or devising strategies to optimize the benefits of an event and ensure a broad database of suppliers and contractors. You can either work as an independent consultant or as part of a big consultancy firm.
Entrepreneur: As the owner of an events company, your goal is to make every event - whether a small breakfast meeting or an international fashion show - a success. A good reputation is everything in this business if you want to make your company a success. Having in-depth knowledge of the industry, as provided by a master's degree, will give you an edge over your competitors.
Lecturer and trainer: With the growth in the service sector comes to the need for a skilled workforce. Most higher education facilities today require their teaching staff to have a master's degree. Lecturing in the events industry can be a highly fulfilling career.
Graduating from a highly international institute such as Wittenborg University, which places high emphasis on a combination of academic research and company and professional exposure means that the career prospects of graduates from the Master of Business Management, specialized in Events are multiple and global.
Often WUAS graduates aspire to continue their studies, with a DBA or a Ph.D. research degree, however, many students move directly into business, sometimes as a result of their work placement, and their final project which is often company-based.
Examples of companies where alumni work range from leading global companies in banking, consultancy, and insurance to more local specialized companies, NGO’s or government agencies in the Netherlands or elsewhere in Western Europe.
Entry Requirements
The admission requirements (criteria) for the Master Business Management programs (all specializations) are as follows:
a Bachelor degree or equivalent recognized qualification;
Applicants are requested to provide an academic reference from their previous education institute;
It is necessary to have obtained a Bachelor's degree from the domains of business, management, economics, or trade. In their bachelor's degree applicants must have completed an academic piece of work (final project or dissertation) that demonstrates a degree of academic writing and research experience.
no professional experience is required for these master's programs;
English Language Requirements
IELTS 6.5 or TOEFL Equivalent. Click here for an overview of the equivalent scores. The TOEFL Code of Wittenborg is 4889.
The English language proficiency level requirement is ½ a point higher than the minimum national requirements in the Netherlands.
