BBA in Event Management and Experiential Marketing  | (3 years)

Programme Overview

The 3 years, 6 semesters Bachelor’s degree in Event Management and Experiential Marketing is designed to provide a thorough understanding of Event Management, Experiential Marketing, Live Marketing & Entertainment Industry.

The programme offers students an in-depth study of the Integrated Marketing Communication tools and Media and Entertainment industry with a focus on Event Management and Experiential Marketing. The aspect of creating, organising, conducting various events and experiential scenarios will be a part of the course study besides other contextual studies on general business administration, allowing them to graduate as ‘industry-ready’ practitioners who are equipped with a comprehensive and experiential perspective on event business and have a holistic understanding of business administration. Students will also learn the use of events and experiential marketing for corporate communication, personal celebrations, sales, marketing, and managing Intellectual Events and Experiential properties with conventional Advertising and Communication Tools for Brand Marketing. To build a strong foundation of understanding and knowledge, the students will be taught a whole range of subject areas.

This is a comprehensive program aimed at creating Event Management professionals for the Indian media and entertainment industry developed and taught by experts from the event industry and is awarded by the Tata Institute of Social Sciences — Deemed University under section 3 of the UGC Act, 1956.

Salient Features of the Programme :

The programme covers Core Theory and Practical training in Conceptualising, Designing, Sales, Planning, Administration, Production and Execution of:

  • Corporate and Institutional Events
  • Weddings and Personal Celebrations
  • Meetings, Incentive Travel based Events
  • Exhibitions and Experiential Displays
  • Large Format Concerts and Music/ Cinema Based Events
  • Sports and Opening Gala Ceremonies for Sports Events
  • Artist and Celebrity Driven Events and Brand Endorsements
  • Retail and Lifestyle Events
  • Fashion and Art-Based Events
  • Digital, Influencer Marketing and IT-Based Events
  • Intellectual Properties
  • OTT and OOH Based Events
  • Rural Events
  • Festivals
  • Activation and Experiential

Masterclass on Event Planning Software, Venue Planning Software, Event Technical Software conducted by technical experts from the industry.

Workshop on Lighting Design, Sound Reinforcement, Video Display Technologies, Special Effects, Rigging and Trussing, Power Management, Ticketing and Gate Management, Backstage and Floor Management conducted in a simulated environment to give first-hand knowledge and experience of event technical and production.

Volunteering and On-the-job Training at Live Events.

Fire Side Chats, Town Halls and Panel Discussions with National and International Industry Experts on Emerging Trends, Topics and Case Studies that have made an impact on the Event Management Industry.

Assessment via Group Discussions, Paper Presentations and Simulated Project Submissions along with Theory Examination as part of overall credits leading to the award of the degree.

Eligibility: 10+2 or equivalent from any recognised Board.

Entrance Process: General Aptitude Test, Creative Aptitude Test, Statement of Purpose, & Interview.

*All the content of this website is subject to change at the discretion of the management.

Semester I Course Structure

Course Type Course Code Course Title Theory Credits Practical Credits Total Credits Total Hours Number of Lecs (3 hours)
GE FMGE 1101 English Language 2 0 2 30 10
GE FMGE 1101 History & Evolution of Entertainment 2 0 2 30 10
GE EMBG 1102 Human Psychology, Health & Wellness 2 2 3 90 30
GE EMBG 1103 Computer Skills 0 2 2 60 30
GE EMBG 1104 Environmental Studies 2 0 2 30 10
Business MCBG 1105 Economics 2 0 2 30 10
Business MCBG 1104 Business Mangement Fundamentals 2 0 2 30 10
Core EMBC 1101 Event Management Fundamentals 6 0 6 90 30
Core EMBC 1102 Event Management Business and Human Relations 2 0 2 30 10
Summary Semester 1 Credits Hours
GE Theory 8 120
GE Practical 4 120
TOTAL GE 12 240
Core & Business Theory 12 180
Core & Business Practical 0 0
TOTAL CORE 12 180
TOTAL CREDITS 24 420
TOTAL LECTURES (of 3 hours) 140

Semester II Course Structure

Course Type Course Code Course Title Theory Credits Practical Credits Total Credits Total Hours Number of Lecs (3 hours)
GE FMGE 1117 English Language 2 0 2 30 10
GE MCBG 1106 Introduction to Communication Theory 2 0 2 30 10
GE MCBG 1109 Global Politics 2 0 0 30 10
GE Fundamental (Written and Spoken) Foreign Language – Choose any 1 (French/ German/Simple Chinese) 2 1 3 60 20
Business MCBG 1205 Accounting 2 0 2 30 10
Business MCBG 1204 Fundamentals of Marketing 2 0 2 30 10
Business EMBG 1201 Business Etiquette and Personal Imaging 0 2 2 60 20
Core EMBC 1201 New Media and Digital Marketing 2 2 4 90 30
Core EMBC 1202 Event Production and Technical Overview 0 2 2 60 30
Core EMBC 1203 Understanding Use of Alternate Media to Market Events 0 2 2 60 30
Summary Semester 2 Credits Hours
GE Theory 8 120
GE Practical 1 30
TOTAL GE 9 150
Core & Business Theory 6 90
Core & Business Practical 8 240
TOTAL CORE 14 330
TOTAL CREDITS 23 480
TOTAL LECTURES (of 3 hours) 160

Semester III Course Structure

Course Type Course Code Course Title Theory Credits Practical Credits Total Credits Total Hours Number of Lecs (3 hours)
GE MCBG 1207 Media & Culture – B 2 0 2 30 10
GE EMBG 2101 Music and Art 2 1 3 60 20
GE DSBG 1101 Introduction to Design Culture 2 0 2 30 10
Business EMBC 2101 Media Buying and Account Planning for Alternate Media to promote Events 0 2
Business EMBC 2102 Business Law, Risk Management, Event Insurance, Procurement and Financial Planning and Taxation 2 2 4 90 30
Core EMBC 2103 Digital Promotions and Web Tools Marketing 0 2 2 60 20
Core EMBC 2104 Event Design and Conceptualising 0 2 2 60 20
Core EMBC 2105 Event Management Software – Fundamentals, Understanding and Operations 0 2 2 60 20
Core EMBC 2106 Event Sales, Sponsorship and Marketing 0 2 2 60 20
Summary Semester 3 Credits Hours
GE Theory 6 90
GE Practical 1 30
TOTAL GE 7 120
Core & Business Theory 2 30
Core & Business Practical 12 360
TOTAL CORE 14 390
TOTAL CREDITS 21 510
TOTAL LECTURES (of 3 hours) 170

Semester IV Course Structure

Course Type Course Code Course Title Theory Credits Practical Credits Total Credits Total Hours Number of Lecs (3 hours)
GE MCBG 2112 Production Design 2 1 3 60 20
GE EMBG 2201 Photography and Video Fundamentals 0 2 2 60 20
Core EMBC 2201 Event Management and Planning- Corporate and Business Organisations 2 0 2 30 10
Core EMBC 2202 Event Management and Planning – PEO 2 0 2 30 10
Core EMBC 2203 Event Management and Planning – Institutions, Govt Bodies, Associations & Charitable/ Not for Profit Organisations 2 0 2 30 10
Core EMBC 2204 Event Production & Technicals – Lighting, Sound Reinforcement and Video Display Technologies and Special Effects 0 2 2 60 20
Core EMBC 2205 Event Production & Technicals – Staging, Set Design and Venue Construction 0 2 2 60 20
Core EMBC 2206 Event Production & Technicals – Power Management, Backstage Management, Stage Management 0 2 2 60 20
Summary Semester 4 Credits Hours
GE Theory 4 60
GE Practical 3 90
TOTAL GE 7 150
Core & Business Theory 6 90
Core & Business Practical 6 180
TOTAL CORE 12 270
TOTAL CREDITS 19 420
TOTAL LECTURES (of 3 hours) 140

Semester V Course Structure

Course Type Course Code Course Title Theory Credits Practical Credits Total Credits Total Hours Number of Lecs (3 hours)
Business EMBC 3101 Destination Management, Tour and Travel Planning, Ticketing, Hotel Reservations, Group Incentive Travel Management (Inbound and Outbound) 2 1 3 60 20
Core EMBC 3102 Multi Discpline Pitch Techniques – I 0 2 2 60 20
Core EMBC 3103 Pre Production Planning and Budgeting for Multi Discplines of Events – I 0 2 2 60 20
Core EMBC 3104 Show Direction, Show Scripting and Show Management 0 2 2 60 20
Core EMBC 3105 Personal Celebrations – Wedding Planning, Facilitation and Management 0 4 3 120 40
Core EMBC 3106 Artist Management, Endorsements, Brand Representations, Contracting, Legal and Technical 2 0 2 30 10
Core EMBC 3107 Large Format Events, Concerts & Televised Events 0 3 3 90 30
Core EMBC 3108 Sporting Events, Sports Management and Sports Based Intellectual Properties 2 2 4 90 30
Core EMBC 3109 Retail, Luxury, Fashion, Lifestyle, Religious, Political, Socio Political Events 2 1 3 90 30
Core EMBC 3110 Global Event Management Industry 2 0
Summary Semester 5 Credits Hours
GE Theory 0 0
GE Practical 0 0
TOTAL GE 0 0
Core & Business Theory 10 150
Core & Business Practical 17 510
TOTAL CORE 27 660
TOTAL CREDITS 27 660
TOTAL LECTURES (of 3 hours) 220

Semester VI Course Structure

Course Type Course Code Course Title Theory Credits Practical Credits Total Credits Total Hours Number of Lecs (3 hours)
Business EMBC 3201 Entrepreneurship and Event Enterprise Management and Strategic Planning 2 0 2 30 10
Core EMBC 3202 Multi Discpline Pitch Techniques – II 0 2 2 60 20
Core EMBC 3203 Pre Production Planning and Budgeting for Multi Discplines of Events -II 0 2 2 60 20
Core EMBC 3204 Rural Marketing, Urban Activations and Out of Home Experiential 0 2 2 60 20
Core EMBC 3205 Meeting Planning, Conference Management, Incentive Travel, Exhibition Organising/Management & Booth Building and Design 0 2 2 60 20
Core EMBC 3206 Intellectual Properties 2 0 2 30 10
Core EMBC 3207 Infrastructure Management – Resorts, Venues, Stadiums, Banquet Halls, Facilities/td> 0 2 2 60 20
Core EMBC 3208 Live Project 0 4 4 120 40
Summary Semester 6 Credits Hours
GE Theory 0 0
GE Practical 0 0
TOTAL GE 0 0
Core & Business Theory 4 60
Core & Business Practical 14 420
TOTAL CORE 18 480
TOTAL CREDITS 18 480
TOTAL LECTURES (of 3 hours) 160