MBA in Event Management & Experiential Marketing

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 downside:

• 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.

Course Structure:

• 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

Academic qualification: 10+2 or equivalent from any recognized Board.

Entrance Process:

• MECAT (Media And Entertainment Common Aptitude Test) – MECAT, an online General Aptitude Test by Media And Entertainment Skills Council, assesses students’ logical reasoning, language skills, and knowledge of Media and Entertainment businesses, covering Film, Broadcasting, Advertising, Marketing, Animation etc. Candidates can appear for this test at a time of their choosing from a venue of their choice. This score needs to be attached to their application.
• CAT (Creative Ability Test) – The Creative Ability Test evaluates course-specific skills by faculty of the program the candidate has applied to. Admission Counsellors will provide test details, including any requirements such as materials to bring, technical preparation etc.
• SOP (Statement of Purpose) – The SOP for college admission should introduce your personal motivation for choosing the program and institute while telling us a little about yourself. It is essential to highlight your academic and professional interests, if applicable. Please highlight your fit with the institute and convey personal qualities that make you a valuable candidate to the institute. Your SOP, in text format, must ensure clarity, interest, and a personal approach to align with your chosen course and institution. The SOP must be submitted on the platform at least 72 hours before the date of the on-campus interview. For some courses, a portfolio could be a component of the SOP and will be specified to the candidate in advance.
• PI (Personal Interview) – The personal interview will cover academic achievements, motivation and goals, strengths and weaknesses, extracurricular interests, individual experiences, and problem-solving capabilities of the candidate. For specific courses, their work experience and portfolio will be a topic of discussion. It offers applicants a chance to demonstrate their character, experiences, and alignment with the college’s culture and values. The interviews will also provide an opportunity for candidate to ask questions about their academic suitability.