Study Mode
OnlineNext Intake
September 2025Duration
16 MonthsOverview
This programme is a dynamic and industry-relevant academic journey, that equips students with the cutting-edge skills and knowledge demanded by the rapidly evolving events industry. Rooted in both theory and practical application, our curriculum covers event planning, execution, and evaluation, alongside modules focusing on sponsorship, risk and crisis management.
The postgraduate events course at AHA places a strong emphasis on industry relevance. For those currently or aspiring to be part of the events sector, creating connections within the industry through this course is a valuable opportunity. Cultivating your network in the events industry can pave the way for personal growth and career progression. These relationships with peers and industry professionals can develop your confidence, provide valuable advice and assistance, expose you to diverse viewpoints, and assist in uncovering new job opportunities within the events sector.
Our Advantages
2 stackable professional & academic certifications
100% Distance Learning
(asynchronous and synchronous)
Customized Industry Placements
Mentoring Scheme
and
Industry Professional Networking
Taught in English
International lecturers
Programme Structure
The Programme is comprised of a core 8-month Postgraduate Executive Diploma delivered in an online format and an online Top Up Entrepreneurial Action (Major Project).
Each taught unit is delivered over 4 consecutive weeks, having 2 teaching sessions of 4-5 hours each, over each Saturday and Sunday. Except for Strategic Management which will run for 8 months, having several components.
The Strategic Management unit will include a mentoring scheme and a programme exit interview with a panel of faculty and industry professionals.
Level 7 Postgraduate Diploma
| Course Title | Course Code | UK Credit | Delivery Month |
|---|---|---|---|
| Strategic Planning of Events | D/617/5949 | 15 | December |
| Personal Development for Leadership and Strategic Management in Events | D/617/5952 | 15 | November |
| The Events Industry | Y/617/5951 | 15 | October |
| Risk, Crisis and Strategic Change Management in Events | A/617/5957 | 15 | January |
| Finance for Strategic Events Managers | R/617/5950 | 15 | February |
| International Events Business Environment | J/617/5959 | 15 | March |
| Strategic Marketing for Events | K/617/5954 | 15 | April |
| Strategic Human Resource Management in Events Organisations | H/617/5953 | 15 | May |
The credits for all of these units amount to a total of 120 credits.
*This is a sample program delivery schedule.
MBA Top Up
| Course Title | UK Credit | Delivery Month | ||||
|---|---|---|---|---|---|---|
| Entrepreneurial Action (Major Project) | 60 | September - December |
How you will learn
Course Delivery & Evaluation
Description of Each Unit
- The Events Industry
- Personal Development for Leadership and Strategic Management in Events
- Strategic Planning of Events
- Risk, Crisis and Strategic Change Management in Events
- Finance for Strategic Events Managers
- Event Sponsorship and Fundraising
- Strategic Marketing for Events
- Strategic Human Resource Management in Events Organisations
This course offers a comprehensive understanding of the international events industry, covering its nature, scale, and structure. Students will explore the vast scope and economic significance of the industry on both national and global scales, examining its various segments such as conferences, exhibitions, festivals, and sporting events. They will delve into the intersection of events and tourism, understanding the strategic planning involved and the benefits for attendees and local communities. Additionally, students will learn about current issues and trends shaping the industry, including safety concerns, technological advancements, and sustainability initiatives. Through case studies and discussions, students will gain insights into different event typologies, perspectives, and the impacts events have on political, economic, socio-cultural, and environmental aspects, empowering them to navigate the complexities of the dynamic events landscape.
Course Code
Y/617/5951
UK Credit
15
This course provides a comprehensive exploration of leadership and strategic management in the context of events organizations. Students will delve into the meaning and interrelationship of vision and strategy, understanding their role across private, public, and third sectors. They will acquire essential knowledge and skills required for effective leadership, including visioning, communication, and team development. Additionally, students will learn approaches to developing and communicating organizational vision and strategy, considering factors such as organizational history, culture, and stakeholder engagement. Through personal development planning and reflection, students will cultivate their leadership capabilities, contributing to both personal growth and organizational success.
Course Code
D/617/5952
UK Credit
15
This course delves into the essential elements of developing organizational strategy for events organizations. Students will explore foundational concepts such as organizational vision, mission, and business plans, understanding their interface and differences. They will analyze core organizational values, including ethical and environmental considerations, and examine drivers such as business growth and meeting social objectives. Additionally, students will gain insights into the external environment affecting event organizations, considering factors like stakeholder needs, competitor dynamics, and market trends. Through hands-on exercises and strategic planning techniques, students will learn to review existing strategies, develop strategic options, and create comprehensive strategic plans aligned with business objectives.
Course Code
D/617/5949
UK Credit
15
Course Code
A/617/5957
UK Credit
15
This course offers a comprehensive exploration of the significance of financial data in formulating and executing organizational strategy within events organizations. Students will delve into various sources of financial information, including internal accounting systems and external sources like suppliers and public sector accounting. They will analyze key financial metrics such as profitability, budgeting, and cash flow, understanding their implications for assessing finance requirements, bidding for grants, and managing risks. Furthermore, students will learn to analyze published accounts, conduct comparative and ratio analysis, and evaluate proposals for strategic decisions on capital expenditure, empowering them to make informed financial decisions crucial for organizational success.
Course Code
R/617/5950
UK Credit
15
This course offers comprehensive insights into organizing fundraising events, emphasizing decision-making factors and event scoping techniques. Students will learn to assess when fundraising events are appropriate, considering factors such as target audience, cost, and desired outcomes. They will explore scoping methods, setting objectives, and evaluating event success, covering financial and non-financial measures. Additionally, students will understand the principles of securing event sponsorship, including benefits, challenges, and value exchange. Through practical exercises, students will develop sponsorship proposals and learn relationship management strategies, ensuring effective communication and mutual benefit between event organizers and sponsors. Upon completion, students will be equipped to orchestrate successful fundraising events and manage sponsor relationships adeptly.
Course Code
T/617/5956
UK Credit
15
This course offers a comprehensive understanding of strategic marketing principles tailored to events-related organizations. Students will delve into the role of marketing strategy, its alignment with corporate strategy, and its contribution to achieving organizational aims and competitive advantage. They will learn to conduct strategic marketing analysis, covering internal and external environmental factors and their integration. Understanding events customer behavior and psychology is emphasized, including marketing research methodologies and customer relationship management. Through practical exercises, students will develop and implement marketing plans, focusing on strategy formulation, implementation, monitoring, and contingency planning. By the end of the course, students will be equipped to create effective marketing strategies aligned with organizational objectives and market dynamics.
Course Code
K/617/5954
UK Credit
15
This course provides a comprehensive understanding of human resource management strategies within events-related organizations. Students will explore factors influencing HR strategies, including organizational structure, culture, and government legislation. They will learn how strategic HRM contributes to organizational goals, covering HRM models, functions, and planning techniques. Through case studies and discussions, students will gain insights into preparing HRM strategies, considering factors such as government policies, organizational situations, and potential barriers to implementation. Additionally, students will examine leadership behavior theory and practice, organizational structure, and culture’s impact on organizational effectiveness. Furthermore, students will explore motivation techniques and change management processes to enhance employee efficiency and effectiveness within events-related organizations.
Course Code
H/617/5953
UK Credit
15
The credits for all of these units amount to a total of 120 credits.
How will the Major Project Take Place
Our Faculty
Our expert faculty, a dynamic mix of top academics and senior industry leaders, delivers a solid blend of critical thinking and real-world application.
Shaun Litler
The Events Industry | Risk, Crisis and Strategic Change Management in EventsShaun has taught in Higher Education for over 20 years and regularly delivers event management sessions internationally.
Andrei Stupu
Personal Development for Leadership and Strategic Management in EventsMy life mission is education. I am an entrepreneur, business consultant, trainer, coach, and researcher – PhD Student in Educational Sciences (UBB) with cotutelle in Philosophy (UB).
Pamela Reckert
Strategic Human Resource Management in Events OrganisationsPamela is an international hospitality business management lecturer at Manchester Metropolitan University. She teaches across the programme with foundation, undergraduate and postgraduate students.
Paul Walters
Strategic Planning of EventsPaul Walters is currently the Co-Founder of several companies in sport and events. Alongside that he is also the Programme leader for Business management with Sport at the University of Salford.
Jonathan Sibley
International Events Business EnvironmentJonathan is an experienced Senior Lecturer with a demonstrated history of working in the global higher education industry. His speciality subject areas include Event Operations and Production, Digital Event Technology and Sport Event Management.
Janine Priest
Finance for Strategic Events ManagersJanine is a Senior Lecturer in Events Management, with over 15 years’ teaching experience in Higher Education. She specialises in curriculum innovation, assessment design, and embedding inclusivity into academic practice.
Rob Bagust
Strategic Marketing for EventsRob has 30 years of experience in many diverse roles in the meetings and events industry. With a historical focus on the pharmaceutical, finance, automotive and technology sectors, in both corporate and agency roles, Rob has transitioned to teaching over the last few years.
Connectivity & Employability
The Mentoring Scheme
Event LYNK
Customized Industry Placements
For students with relevant experience
Employment in Senior / Supervisory / Professional Roles
Management Trainee Programs
12m Advanced Training in U.S.
For students with less relevant experience
5m Internship in Events
Project Based Roles
12m Internship in U.S.
Student Experiences
From the very beginning, I was impressed by the quality of the professors, who are not only experts in their fields but also very dedicated to guiding us and offering support. The classes are not only theoretical but also practical, allowing us to apply the knowledge we have gained in real-life scenarios. I highly recommend this master's program to anyone who wants to develop their skills and broaden their horizons, enjoying the advantage of studying online while working at the same time. I am convinced that, thanks to the knowledge and experience I have gained, I will be well-prepared for the career I desire.
Diana Kadar
MBA Events Management Student
As a marketing professional with over 20 years of experience, I have always believed in the importance of lifelong learning. The Events Management MBA program has not only reinforced this belief but has also provided me with invaluable insights and resources that are directly applicable to my career. It equipped me with advanced skills, expanded my network, and provided practical tools that I will carry forward. I highly recommend this program to any professional looking to elevate their expertise in event management, while embracing the continuous education principles.
Oana Petrescu
Enclosures Marketing Operations Leader
Certification
On Successful Completion of Level 7
Level 7 Extended Diploma in Events Management
awarded by ATHE
On Successful Completion of Top-Up Level
Master of Business Administration
awarded by Anglia Ruskin University
Fees & Scholarships
Early Bird & Referral Program
Early Bird
€400
Applies to students who choose to prepay in whole the Postgraduate Diploma part of the program, until July 31st.
Referral Program
€200
A discount of 200€ to the tuition fee will be granted to the American Hotel Academy student who refers our academy to their friends/ family/ colleagues.
1. The discount is only received by the student who refers, not the one who is referred.
2. The discount is earned when the candidate who was referred successfully finishes the postgraduate diploma component of this course.
3. The referred candidate must NOT be in our database already.
4. You can be rewarded for up to 3 referrals per year.
Loyalty Program
AHA Graduates
€200 off!
Applies to all AHA graduates.
FIHR Members
€200
Discount granted to candidates currently under employment with a FIHR member. Other terms and conditions may apply.
Employer Billing Plan
This plan is for you if:
- You are currently under employment with a company which wants to invest in your professional development.
- Your employer agrees to cover your course fees.
Benefits for both:
- Students will have access to affordable higher education.
- Employers can enhance company productivity by investing in employee professional development.
- Employers are eligible to deduct expenses related to employee training.
How does it work?
When completing your application form, please select the “Employer Billing Plan” option. If your application is accepted, the Admissions Office will contact you to finalize the necessary documentation.
Student Loans
Did you ever think that international education is out of reach? Did the costs and expenses scare you? Probably they did, but it’s no longer the case. What if we told you that you can receive top-quality education, at an international level, as affordable as any other in Romania?
There are options for you to invest in your education and focus only on what matters: your study experience.
FINS Student Loans
FINS is part of EDUCATIVA, the largest organization in Romania delivering educational services and products.
○ You can get up to 25.000 EUR
○ Covering of all your educational expenses (tuition fees, accommodation, transportation, medical insurance, etc.)
○ Fair evaluation based on your academy application file
○ Flexibility – you can adjust the loan depending on a need-basis and it will be offered in monthly installments
○ Grace period for the whole duration of your studies and up to 1 year after graduation
○ Up to 10 years repayment period
○ Interest rates comparable with bank loans but with very flexible conditions: interest between 9% and 11%
○ No job, income or co-signer is required to acess this loan
○ In difficult situations, they can temporarily suspend the payment of your loan installments. They will also do their best to help you in other ways so that you can recover as soon as possible.
If you want to learn more about FINS, you can do so by contacting us directly using the info below or directly on their website. (click here).
BRD Study Loans
Use BRD’s calculator to find your best loan option, duration and payment:
○ You can get as much as 130.000 lei (or its equivalents in EUR or USD) without any guarantees.
○ Grace period up to 6 months (without any mortgages) in which you only pay interest, taxes and the initial installment.
○ Benefit from a maximum time of 10 years.
○ Any type and amount of income is accepted – salary, pension, royalties, rent income and income from independent activities.
○ You can get a larger sum if you can bring the salary of 3 other co-debtors.
○ You are safe throughout the whole period of the loan via a life insurance that protects you and your loved ones in case of unemployment, temporary incapacity of work, complete and permanent paralysis of any nature and death of any nature.
○ The contracts are in effect upon signing and for the entire duration of the loan, while the payment is done monthly.
DISCLAIMER
The loan offer mentioned above is not created or in any way associated with American Hotel Academy. It belongs to its respective banking institution. For additional information, please contact the institution mentioned above.
Entry Requirements
Academic Background
Candidates must hold:
- A bachelor’s degree in hospitality, tourism or a business management-related subject from a recognised university, or
- Other recognised relevant qualification at Level 6, or
- Any bachelor’s degree plus a minimum of 5 years of evidenced relevant professional experience.
English Requirements
All students without English as a first language must hold at least IELTS 6.0/ DET 105 or other evidence of competence in English at this level such as a university letter stating the bachelor programme was studied in English.
Interview
All candidates undergo an interview assessing suitability for the programme1.
1 AHA graduates holding either a Level 6 CTH qualification or a bachelor’s degree in Hospitality or Business are exempt from the interview and the English requirements.
Alina Borș
Admissions CounsellorNeed assistance?
If you have questions regarding the application procedure, our educational offerings, or any other concerns, don’t hesitate to ask for support.
Our team is ready to help you from Monday to Friday, between 8:30 am and 5:30 pm.
How to Apply
Ready to take the first step towards an exciting career?Explore Related Courses
Master of Arts (MA) Marketing Management
Hospitality & Tourism – MBA
If you want access to upper-level management within one of them, you need more than a bachelor’s degree.