
Executive Master in Business of Events - EMBE
DURATION
12 Months
LANGUAGES
English
PACE
Part time
APPLICATION DEADLINE
Request application deadline
EARLIEST START DATE
28 Sep 2025
TUITION FEES
EUR 32,000 *
STUDY FORMAT
Blended
* to be paid in four installments
Introduction
Your event will leave a legacy.
The Executive Master in Business of Events is designed for the Sports, Entertainment, and Exhibitions Industries. It is a global experience taught through 6 modules in 4 cities throughout Europe and the Middle East.
EMBE is a unique program that offers participants a profound exploration of the ecosystems that scaffold the events industry. The Advisory Council, global leaders with unique experiences in the field, and the Faculty will discuss theoretical models and empirical examples from leading companies and organizations to unfold and examine different dimensions of the complexity of the industry.
Why choose EMBE?
Embrace The Event Mindset
The event mindset is not only a business mindset. It involves a wide range of perspectives. You will develop a set of essential skills, tools, and techniques that can help you navigate the complex world of events.
Develop A Business Event Acumen
The business of events is more than organizing the events. It is about having the right approach for an entrepreneurial and proactive mindset so that you can create additional value for the events you manage.
Access To International, High-Profile Networks
Four countries. Five cities. Endless contacts. the program will connect you to established (Europe) and growing (Middle-East) markets of events and will interconnect you with the network of the key leaders of the industry.
Gain A Comprehensive Perspective Of Events
The program framework combines managerial and entrepreneurial skills across diverse sectors of the industry.
Adopt A Long-Term Vision Of Events
Events should go beyond a moment in time. You will develop specific core competencies and soft skills that will leave a positive impact: a legacy that will last much longer than the event itself.
Ideal Students
Who is EMBE for?
The ideal candidate has international professional experience preferably in event related organizations (e.g. media companies, sports event organizations, entertainment companies and events agencies) and embraces the multicultural context of the international events industry.
The ideal candidate should also have a strong desire to:
- Consolidate and expand event management skills from a business perspective for different industries (sports, tourism, performing arts, entertainment, culture and fashion)
- Develop a business of events acumen
- Broaden his/her perspective on how to generate value drawing on sustainable principles
- Build a proactive mindset and seek out entrepreneurial and creative opportunities in the events industry
- Create a vision of innovation within the events industry, generating value for stakeholders and future generations, in for-profit and non-profit sectors the same
- Use ambition and responsibility to foster a managerial culture of events at organizations
Admissions
Scholarships and Funding
SDA Bocconi has made available thirteen partial merit-based tuition waivers to EMBE candidates with outstanding profiles.
Scholarships/Tuition waivers are awarded by rounds on a merit basis. Please apply for the scholarship/tuition waivers through your online application even though your selection process is still in progress. If you meet more than one requirement, you can apply to multiple ones.
Curriculum
Module 1 (Milan) | Introduction To The Business Of Events
Courses:
- The Business of Events
- Foundations of Event Management
- Event Project Management
- Events Industries
Learning goals:
- Exploring the nature and dynamics of the business of events adopting a creative and entrepreneurial mindset
- Planning, monitoring, and evaluating diverse aspects of event management, together with identifying aims and objectives for executing events
- Conceptualizing the key stages of the event management process
Module 2 (Doha) | Event Operations and Legacy
Courses:
- Facilities Design for Events
- Event Strategic Marketing and Branding
- Venue Management
- Impact Evaluation
- Infrastructures
Learning goals:
- Understanding the characteristics of event marketing and formulating effective strategies to create and mobilize business opportunities
- Creating and promoting a brand for an event, defining suitable commercial and media strategies
- Planning and assessing the sustainability of events, identifying and measuring the different types of risk, and defining strategies for their management
Module 3 (London) | Event Strategic Marketing and Planning
Courses:
- Event Sustainability and Risk Management
- Event Strategic Marketing and Branding
- Media and Commercial Strategies in the Events Industry
- Communication and Social Media Strategies for Events
Learning goals:
- Defining and implementing a suitable and efficient territorial marketing plan through which the event will promote its hosting city/country
- Understanding the international nature of the event workforce and creating suitable plans for building cross-cultural inclusive working relationships
- Comprehending the aim, business plan, and mechanisms of value-creation in the sports, entertainment, and exhibitions industries
Module 4 (Rome) | Event Resource Planning
Courses:
- Tourism Management and Territorial Marketing
- Event Budgeting and Controlling
- Investments in the Events Industry
- Concessions and Hospitality Management
- Organization and Workforce Management in the Events Industry
Learning goals:
- Identifying the significance of event infrastructures and facilities, drawing on public-private partnerships, sustainability, and digitalization
- Understanding the different activities and responsibilities for an integrated venue management
- Defining, planning, and assessing diverse sets of impacts and legacy of events
Module 5 (Online or in-person – Part-time) | in-company Event Project
The participants will develop a project working for their own company or one of the key organizations selected by the EMBE Academic Team.
Learning goals:
- Gaining insights into the role of team dynamics and work culture in enhancing workforce performance
- Effectively allocating and distributing resources throughout the event journey, complying with ever-changing laws and regulations of the events industry and its broader context
- Understanding what kind of investments are typical in the events business and how they can be sustainably managed and controlled
Module 6 (Milan) | New Frontiers in The Events Industry
Courses:
- People and Volunteers Management
- Digital Technologies for Venues and Fans
- Legal Practices in Organizing Events
- Data Analytics for the Events Industry
- Innovation and New Trends in the Events Industry
Learning goals:
- Evaluating the importance of proper training for the volunteers and understanding the main legal challenges in managing major events
- Identifying suitable innovative digital technologies and planning for their application to realize a 360-degree fan experience, while comprehending how to make the most out of data analytics for the success of events
- Implementing innovations in the design of the event, identifying and taking advantage of new trends to transform the business of events
Rankings
- 1st European B-schools Bloomberg Businessweek
- 5th European B-schools Financial Times
- 1st Overall Satisfaction (WW) Global MBA Rankings Financial Times
Financial Times
- #5 European B-School Rankings 2023
- #3 EU - #6 WW Global MBA Rankings 2023
- #3 EU Return on Investment Global MBA Rankings 2023
- #2 WW Environmental impact Global MBA Rankings 2023
- #7 EU - #9 WW Custom Education Rankings 2023
- #13 EU - #14 WW Executive Education Open Rankings 2023
- #8 EU - #10 WW Executive Education combined Rankings 2023
- #13 EU - #21 WW Executive MBA Ranking 2023
The Economist
- #2 EU Full-Time MBA Ranking 2022
- #13 WW Full-Time MBA Ranking 2022
- #3 EU for Faculty Quality Full-Time MBA Ranking 2022
QS - Top MBA
- #10 EU QS Global MBA Rankings 2024 - Europe
- #21 WW QS Global MBA Rankings 2024
- #1 WW Return on Investment QS Global MBA Rankings 2024
- #8 WW QS Executive MBA Rankings 2023: Joint Programmes
Program Tuition Fee
Accreditations
English Language Requirements
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