Leisure and Event Marketing

For whom

If you are a creative, motivated, flexible, enterprising, goal-oriented and internationally minded person with a curiosity for the leisure industry, then you are the right person for our minor Leisure & Event Marketing!

Entry requirements

To enter this programme, you need a foundation of introductory course(s) in Marketing Management.
Further, you need to have attained English language skills at CEFR level B2. In the first week, you will take a compulsory English proficiency test.


Our Leisure and Event Marketing minor programme gives you the theoretical and practical knowledge you’ll need for a career in this vibrant and growing industry. You will work on topics such as the dynamics of the events sector, composition of teams, developing a programme, strategies and tactics, promotion and communications, and running a business event.

The programme offers you new perspectives on the world of tourism, hospitality, sports and recreation, city marketing and managing a leisure business. Apart from theoretical knowledge we will work with practical cases, training sessions, and field assignments. Guest speakers will be invited and study trips are part of this minor.

Learning objectives

  • Developing creative and new products or services for the leisure industry
  • Learning more about Destination Brand Concepts
  • Making a business plan for a business in the leisure industry


The programme takes place during one semester and contains the following courses:

Course title ECTS
Experience Marketing 5
Tourism & Hospitality 5
Event Marketing 5
City Marketing 5
LEM Business Plan 5
Sports & Recreation 5

Please note that the programme reflects a (logical) bundle of courses/subjects and should normally be followed as such. It is not possible to combine (two or more) programmes in one single period.


You will be assessed in two ways:

  • An examination with open-ended questions.
  • A concrete product (report) in the form of an event plan, and an analysis report of an event of your choice. You will work on these every week with your fellow students.


The following literature will be discussed during the minor. You will receive a definite reading list before the start of the minor.

Albert Boswijk, Ed Peelen & Steven Olthof: Economy of Experiences

Steven Pike: Destination Marketing Essentials


The timetable and the teaching days are not yet known.

Additional costs