MBA in Event Management and Experiential Marketing | (2 Years full time which includes 3 months Internship)
Duration: 24 Months which includes 3 Months Internship (4 Semesters).
Eligibility: Graduate from any University.
Awarded by: RGNIYD & Whistling Woods International.
Entrance Process: GAT, Essay & Interview.
The objective of this 2-year, 4-semester course is to give students an advanced learning of the Event Management and Experiential Marketing industry with a focus on creating market ready professional armed with contextual knowledge that can be used to implement projects in the industry. Over the course of their study, the students will be exposed to Management topics; General Education as well as practical and theoretical topics of event management and experiential marketing to gain a holistic perspective of the event management industry and its best practices and methods. A whole array of subjects that incorporate various disciplines of event management practice is taught to the students to create a strong base of understanding and knowledge.
Overview of the Indian Event Management & Experiential Marketing Industry:
The Event Management Industry came into focus in India in the early 90’s, where marketers, advertisers and brands started understanding the need for more immersive and engaging communication tools to connect with consumers.
While conventional advertising still played a key role in brand communication at that time, Event Management, Activations (then known as Below The Line Advertising), Experiential and Live Communication slowly gained momentum as more and more marketers realized the potential of the live engagement and its measurability and efficacy in engaging with consumers.
As per the Ernst & Young Report 2017 the event management industry is currently pegged at INR 10,000 CR+ with a growth rate of 16 % (YOY) Although this is only 0.17 % of the Global Event Management Industry , The Indian Event Market has been growing at 5.7 % more than the global industry, Also this data does not tap into the huge un-organized wedding planning market and the revenues accrued from the Hospitality Industry which also host events and conventions without the use of a regular event management agency. With more and more cities moving towards urbanization, a larger digital footprint, more access to information and trends, the growth of event management industry is slowly percolating to rural India.
The E & Y Report further states that Digital Events, Sports, Intellectual Properties and Personal Events are the next big growth opportunities within the industry with Rural Activations being the biggest sector that will change revenue dynamics and industry focus for a lot of players in the years to come.
The Event Management Industry.
- The biggest impediment to the industry as per the recent E & Y report, is the lack of quality trained manpower. With more than 83 % respondents interviewed in the study, stating this as the no 1 reason that leads to growth impediment.
- Lack of quality training combined with the challenge of retaining best talent (the whole business model is dependent on talent and their use in the industry) and the time that agencies invest in bringing up untrained or semi-trained professionals at par with their business service model, are still a major cost concern that impact profitability for most event agencies.
- Since, there are very few training institutes in the country that offer comprehensive “industry driven” education programmes, and while these churns out around 2000 students per year, however the need of the industry is much more, and expectations of quality training is still sub-par.
- There is no syndicated method or material available or text books that teach the diverse aspects of event management, and given the dynamic needs of each client for various types of events, it is difficult to find a published document or template that could be a thumb rule or a Standard Procedure for execution of similar events. Hence the need for having industry specialists train, teach and hire students for “On the Job” Training is the correct approach to event education which would result in quality manpower for the industry.
- Rising Costs due to onerous regulations and taxation, Inability to demonstrate ROI to clients and Inadequate Infrastructure are some of the other detriments to the industry.
The 2 – Year MBA (Event Management and Experiential Marketing) has been designed to create professionals for the Event Management, Experiential, Live Marketing & Entertainment Industry.
The programme offers students an in-depth study of Integrated Marketing Communications, Media and Entertainment Industry in context to Events, Experiential, Digital Events, Activation, Hybrid Events and Entertainment Commerce.
A detailed study of designing, planning and execution of multiple event scenarios, use of events with respect to corporate communications, personal celebrations, Intellectual properties, product sales and product marketing, sporting events, exhibitions, retail, on ground activation, event marketing, event sales and general event management.
The study programme will engage students on Management topics; Contextual studies (General Education) as well as practical and theoretical topics on event management and experiential thus enabling them to graduate as “industry ready” professionals who are enabled with a thorough perspective on the business of events and experiential and also have a holistic understanding of the business management. A whole array of subjects will be taught to the students to create a strong base of understanding and knowledge.
This 4 semester, undergraduate level course walks students through all areas of event management, teaching them different types of event management scenarios catering to Corporate and Industry, Television and Entertainment, Retail and Product Marketing, Wedding Planning, Celebrity and Artist Management, Digital Events, Sporting Events, Commercial IP’s, Large Format Shows, Exhibitions, Activations and Sales Promotions, Musical Concerts, Virtual Events and Integrating Live & Experiential Events with conventional Advertising and Communication Tools for Brand Marketing. This is a comprehensive programme geared towards creating event management professionals for the Indian Media and Entertainment industry.
Types of Courses: There are courses in this Programme, which cover studies in General Education and Studies in Core subject of Event Management & Experiential Marketing, All subjects across the 4 semesters are mandatory for the students undertaking this course with a Live Project in Semester 4 which covers the learning through the programme in a practical method to evaluate the overall skill acquired and learning of the student.
The course structure and summary is as follows:
- General Education (GE) Subjects:
The GE subjects will offer contextual studies to students, enabling them to understand fundamental skills for communication and use of the English Language, Business Ettiquette, Personal Grooming and Image Management, Strategic Brand Management, Advanced Computer Skills, Enterprise Management and Entrepreneurship These subject cover 14 credits during the entire programme.
- Core (C) Subjects: These courses are mandated courses for all students and deal with core areas of business management, event management and experiential marketing.
General Education Subjects: 22 Credits
Business and Core Subjects: 98 Credits
Total Programme Credits Required for Award of Degree: 120 credits
|MBA (Event Management & Experiential Marketing) Semester Wise Distribution of Credits|
|General Education Subjects||Core Subjects||Summary|
|GE Theory||Hours of Study||GE Practical||Hours of Study||Core Theory||Hours of Study||Core Practical||Hours of Study||Total Credits||Total Hours|
Theory = 1 credit = 15 hours
Practical = 1 credit = 30 hours
|SEMESTER||Sr No||Course Type||Course Code||Course Title||Theory Credits||Theory Hours||Practical Credits||Practical Hours||Total Credits||Total Hours|
|1||GE||EMPG4101||Language, Communication Skills & Personal Image Management -P||2||30||2||60||4||90|
|2||GE||EMPG4102||Strategic Brand Management & Account Planning||4||60||0||0||4||60|
|3||GE||EMPG4103||Advanced Computer Skills & Digital Marketing Strategy||2||30||4||120||6||150|
|4||Core||EMPC4101||Event Marketing & Experiential Marketing Business||2||30||2||60||4||90|
|5||Core||EMPC4102||Event Management Scenarios & Types of Events||0||0||2||60||2||60|
|6||Core||EMPC4103||Event Laws, Taxation, Event Insurance & Business Accounting||2||30||2||60||4||90|
|7||Core||EMPC4104||Event Content and Creative Planning||0||0||2||60||2||60|
|1||GE||EMPG4201||Entrepreneurship and Enterprise Management||2||30||2||60||4||90|
|2||Core||EMPC4201||Event Technicals and Logisitics||2||30||2||60||4||90|
|3||Core||EMPC 4202||Event Sales, Sponsorship & Budgeting||2||30||2||60||4||90|
|4||Core||EMPC4203||Advanced Learning in Show Management||0||0||4||120||4||120|
|5||Core||EMPC4204||Activation & Entertainment Commerce – P||2||30||2||60||4||90|
|6||Core||EMPC4205||MICE and Destination Management – P||2||30||2||60||4||90|
|7||Core||EMPC4206||Sports Marketing & Sports Management – P||2||30||2||60||4||90|
|8||Core||EMPC4207||Government, Festivals & Community Based Events||2||30||0||0||2||30|
|1||GE||EMPG5101||Safety, Wellness and Human Relations Management||2||30||2||60||4||90|
|3||Core||EMPC5102||Virtual and Digital Events||2||30||2||60||4||90|
|4||Core||EMPC5103||Large Format Events & Live Concerts||2||30||2||60||4||90|
|5||Core||EMPC5104||Professional Exhibition Organising and Management||2||30||2||60||4||90|
|6||Core||EMPC5105||Stage Management, Audience Management and Event Access Management||2||30||2||60||4||90|
|7||Core||EMPC 5106||Hotel Based & Catered Events||2||30||2||60||4||90|
|8||Core||EMPC5107||Theatre Based Events||0||0||2||60||2||60|
|1||Core||EMPC 5201||Award Shows & Reward Programmes||2||30||2||60||4||90|
|2||Core||EMPC 5202||Product Launches, Road Shows & Conclaves||2||30||2||60||4||90|
|3||Core||EMPC 5203||PR, Media & Influencer Events||2||30||2||60||4||90|
|4||Core||EMPC 5204||Events in Ambient Media||2||30||0||0||2||30|
|5||Core||EMPC 5205||Global Event Scenarios||2||30||0||0||2||30|
|6||Core||EMPC 5206||Personal & Social Celebrations||4||60||4||120||8||180|
|7||Core||EMPC 5207||LIVE Project – P||0||0||6||180||6||180|