After completing the first year you have the opportunity to choose one of the following tracks:
International Event Management
Events are important to brands. Brands are doing everything they can to engage their customers and to set themselves apart from their competitors. This provides opportunities for the event industry - just think of events such as product presentations in the car industry, networking and business meetings and trade shows. Events themselves can also be or become strong brands, such as Tomorrowland. There hardly seem to be any limits to the opportunities for developing new event concepts in an ever changing environment. There is a strong need for a new generation of event managers who are capable of responding to these developments.
Attractions & Theme Park Management
The attraction and theme park industry is rapidly growing and changing. Museums and science centres no longer focus exclusively on education, but are adding entertainment and experiential elements to their offerings in the form of themed exhibitions, interaction and attractions. Zoos are building climbing parks; shopping centres are adding value to the shopping experience by means of, for instance, aquariums and simulation games. At the same time, major attraction parks are evolving into holiday resorts, featuring hotels, entertainment centres and water parks. Gaining an edge over their competitors is now more important than ever for all these attractions. As a result, young professionals with creative ideas and market knowledge are in growing demand.
Social Innovation involves people or organisations working together towards creative solutions to problems. In this process, clever use is made of existing resources and people’s enthusiasm. The website ‘Couchsurfing’ is a good example of this. On this website, travellers all around the world offer each other a free place to sleep in their homes in order to save money on accommodation. Not only is it a cheap way to travel, but it is also an easy way to make international contacts. The strength of social innovation often lies in the fact that solutions are not created for people, but with people. As a result, new ideas are easily embraced and the results will be lasting. Social innovation is not only interesting from a social point of view, but also from a commercial perspective. Not uncommonly, it leads to surprising, new business opportunities. Amsterdam, for instance, wanted to do something about its littered canals. The organised litter clearances became so popular that they have grown into major events and sought-after team-building activities.
International Leisure Management
This broad-based track addresses various leisure industry sectors. The starting point is that the different elements, such as events, cultural venues, multifunctional leisure locations (e.g. Amsterdam Arena) and attraction parks are interconnected rather than separate from each other. Knowledge development, solutions to problems, and innovations will therefore always be generated by interrelationships between sectors.