Netherlands, Utrecht

Event Design: Designing and Managing the Value of Experiences

when 6 August 2012 - 17 August 2012
duration 2 weeks
credits 3 EC
fee EUR 895

This course gives an introduction in strategic event management. Over the last years, the number of cultural and business events has been increasing, involving small and large groups of people in congresses, festivals etc. Events bring people physically together in a shared experience. Events can have various goals, varying between entertainment in leisure time to clear and distinct commercial objectives.

In the current complex economy events are increasingly considered a valuable instrument to reach and engage audiences (stakeholders) in the long run. A strategic design of a shared experience can be a means to change behavior or attitudes, build communities, transfer knowledge (for instance about sustainability) in accordance with a pre set message.

In this course you learn to strategically design an impactful experience with long term value. The concept of event-thinking is introduced. You will study creativity theory and motivation theory and learn to make use of expertise from the arts domain (aesthetics, game design, theatre making processes). As a starting event designer you are going to make full use of your creativity and learn to develop and experiment with your concepting talents (story, empathy, meaning, design, symphony, play). You will be trained in the communication with commissioners negotiating appropriate commissions.
Gabrielle Kuiper MA is owner of event company "GaB", and author of BA and MA-level books on event management, experiential design and imagineering. Gabrielle is course leader of the BA Event Management course at Utrecht School of the Arts. As lecturer in Creativity & Innovation she researches creativity theory, motivational theory, transformational design processes, design processes and the use of imagination in solving managerial issues.

Students will receive a course reader at the start of the course.

Course leader

Thera Jonker

Target group

Management students who want to discover a new dimension of their profession Students in humanities; art students

Course aim

Students will experience public and business events with a new insight in how things can work behind the scenes. They will be able to strategically design a concept for an event with a pre-set message.

Credits info

3 EC
Certificate of Attendance

Fee info

EUR 895: Course + course materials + housing

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