MBM (MSc) with specialisation in the Events Industry

This exciting MSc, Master of Business Management specialised in the Events Industry, challenges students to study at a high academic standard, combining case studies and research. However, the degree programme also has a practical approach in its design - through project weeks, professional enquiry and a module of professional based-learning in which students complete a short work placement often linked directly to their final project.

The programme offers a combination of master of business administration subjects and broader modules in economics and management. Modules on global economics and strategic management, globalisation, society, and culture will enable students to further develop their deeper knowledge of business management and administration.

Semester 1

(Core Modules)

• Marketing Management
• Globalisation, 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

The master's programme 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's students from different business management specialisations. 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 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 industry.

The enormous impact of new technology and digitalisation 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 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 use of a variety of case studies from mega sport and cultural events to more localised cultural, business or charity events."

The Event Management Industry: 

Event Management is a multimillion euro industry and, in the case of large organisations, 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 specialised in Events, will make your application for a job stand out.

Events can be roughly categorised in the following ways:

• Leisure: This includes big sport 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 organised way and not just ad hoc have become commonplace.

• Organisational: This includes small business events from 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.

The Master of Business Management specialised in Events is aimed at a range of students and practitioners from different backgrounds. Although the programme 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 PhD in the field of events, or in the hospitality management, tourism management or other service sector management areas. Wittenborg was asked to look at specific careers in the events industry for graduates of this master's programme, and found career areas including:

Policy and planning advisor: Big sporting 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 globalised world, international events like the Olympic Games, conferences and festivals draw thousands of attendees. As 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 organisation: Many organisations in the public and private sector lack managerial capacity and make use of external consultants in analysing markets, guiding development or devising strategies to optimise 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 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 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, that 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 specialised in Events are multiple and global.

Often WUAS graduates aspire to continue their studies, with a DBA or a PhD 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 specialised companies, NGOs or government agencies in the Netherlands or elsewhere in Western Europe.

The admission requirements (criteria) for the Master Business Management programmes (all specialisations) are as follows:

• A bachelor's degree or equivalent recognised 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 programmes.

English Language Requirements

IELTS 6.5 or TOEFL equivalent. Click here for an overview of the equivalent scores.
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.

Selection procedure

There is no specific selection criteria for students wishing to enter the Master programmes at WUAS, however all students are interviewed and must demonstrate motivation. Students will be advised of their suitability prior to signing an initial study agreement as a pre-requisite to obtaining admission (offer letter).

Non-EU students requiring sponsored visa for study.

Non-EU (visa) students are “screened” according to their background, in order for the institute to be able to guarantee their immigration status.

The screening comprises of an interview, collection and correlation of all IND required documents, including proof of sufficient funds, taking into account any scholarships provided by Wittenborg (Orange Tulip Scholarship, for instance) or by third parties (NUFFIC, EU, etc).

Details on Scholarships at Wittenborg can be found at http://www.wittenborg.eu/wittenborg-financial-assistance.htm

Applicants are required to provide a motivation letter in which they describe the reasons for choosing Wittenborg’s programme, as well as the reason for wanting to study in the Netherlands (international students). Student motivation is important as the programmes are demanding and especially for international students there is a criteria that they complete at least 50% of all their credits in a year.