Brand Experience & Event Design

  • Exchange programme
  • Full time
  • Spring and Fall

Do you see a future for yourself as a brand manager or do you want to work in the field of brand activations? Do you want to learn how to emotionally engage people with your brand, or even make them fall in love with it? Then the exchange programme Brand Experience & Event Design is the right choice for you!

Welcome to HU

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Students sitting on the grass at HU Campus

Building brand equity is the goal for any brand that wants to grow. Brand experience and brand events are strategic marketing tools you can employ. Through these customer-centric strategies, you’ll go one step further than just showing customers what your brand is about. You’ll become an expert in creating fans that help enhance brand awareness and long-term brand performance.

Useful to know

Start moment February, September
Number of ECTS 30 Dutch Education System
Programme level Minor
Programme code MC-BREXED-22
Language of instruction English
Year of study Year 3 or 4
Practical Matters Housing and Immigration
Location Utrecht Science Park

Course content

What do you need to enter this programme? And what can you expect when you apply? In this section you'll find all you need to know!

Are you a creative, motivated, flexible, enterprising, goal-oriented and internationally oriented person with curiosity for branding and experience marketing? The Brand Experience & Event Design exchange programme provides insight into the variety of this amazing sector of industry. The leisure industry is a growing business and an area of many opportunities.

You will learn how to design brand experiences and events that not only allow (future) customers to experience what the brand is about, but encourage those customers to engage with the brand and ultimately fall in love with this brand. You'll become an expert at creating brand ambassadors and brand fans, driving brand awareness and long-term brand performance through a customer-centric strategy. The focus in this programme is on the use of brand experience and brand events as a strategic marketing tool for the building of brand equity.

The programme takes place during one semester with a total of 30 ECTS. There are no separate courses, exams or other summative tests. Read below what programmatic assessment means for this programme. The programme includes the following subjects, skills training and workshops:

Experience marketing & experiential marketing
Event marketing
Destination marketing
Customer-centric marketing
Branding & brand strategy
Market research & creative research
Design thinking & prototyping
Creativity & innovation

Programmatic assessment

During the entire minor you will put together an individual portfolio consisting of completed assignments and challenges, and feedback from peers, experts and teachers, in which you demonstrate that you have acquired the necessary competences, knowledge and skills. This individual portfolio serves to determine whether you have met the desired learning outcomes. As such, there is no decision moment based on a single assessment; the decision is made based on rich information on your entire learning process.

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

In our Course Guide you can find all relevant information about the programme in one practical document. Download it here for your convenience.

To enter this programme, you need a foundation of introductory course(s) in Marketing Management.

English CEFR level B2. You have to be fluent in English writing and speaking.

Please note: If your English language ability proves to be insufficient to participate actively in (parts of) the courses you have chosen, we cannot be bound to the Learning Agreement, neither can we guarantee to offer you the required amount of study load (EC’s). Teachers might request you to take a diagnostic test at the start of the course to check if your English language ability is sufficient to successfully participate in that specific course. In all cases it is up to the programme manager to decide if your English language ability is sufficient to be eligible for the programme/course.

For excursions and field work, expect additional costs of € 250.

Practical information

When you move to a different country to study, there are lots of things to arrange. For instance, where will you live, how much are the costs? Visit our practical information page to help you prepare your stay. It is also important to start arranging a living space as soon as possible. Our housing pages will help you on your way. A student living in the Netherlands needs about € 800 - 1000 a month to cover living expenses, such as housing, food and transportation. This includes insurances – health insurance is mandatory.

Find out how to apply

Ready for an international adventure?

Why choose hu?

  • Inspiring international setting

    HU supports your ambitions. Our lecturers will tutor and assist you in making the most of this international programme. During your time in Utrecht, you will meet students from all over the world and make connections to last a lifetime.

  • Utrecht Science Park Campus

    Studying at HU University of Applied Sciences Utrecht means you get to enjoy all the benefits of our modern campus, Utrecht Science Park (USP). A miniature city with the universities' buildings, student housing, restaurants, cafés, a sports centre, and much more, it enjoys excellent transport links to Utrecht and beyond.

  • Vibrant university city Utrecht

    Beautiful Utrecht has lots of young people and excellent facilities for student life. It has a mediaeval city centre which is small enough to explore by foot or bicycle. Enjoy a drink next to the quaint canals or dine in one of the converted wharf cellars.

International students enjoying the campus.

Interested in our Brand Experience & Event Design programme?

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