Executive Master in Business of Events
Your event that will leave a legacy.
The Executive Master in Business of Events (EMBE) is designed for Sports, Entertainment and Exhibitions Industries. It is a global experience taught over 16 months across 5 cities throughout Europe and the Middle East.
EMBE is a unique program that offers participants with profound exploration of the ecosystems that scaffold the events industry, combining the managerial and entrepreneurial dimensions.
The Advisory Council, global leaders with unique experiences in the field, and the Faculty will discuss theoretical models and empirical examples from leading companies and organizations to unfold and examine different dimensions of the complexity of the industry.
For Academic purposes in collaboration with EMBE
Word from the Director
Who is it for
The ideal candidate has international professional experience preferably in event related organizations (e.g. media companies, sports event organizations, entertainment companies and events agencies) and embraces the multicultural context of the international events industry.
The ideal candidate should also have a strong desire to:
Become an executive in event with enlarged perspectivesfor different industries
Develop a business of events acumen
Generate value drawing on sustainable principles
Experience a top ranked School with connections worldwide
Nurture its proactive mindset and seek out entrepreneurial opportunities
Make a career switch towards the event business
Learn from the Olympic knowledge, heritage and values
Why EMBE
Highlights
Calendar and contents
2nd edition 2025 - 2027
Warm-up | Online
pre-courses:
accounting, data-analysis
Module 1 (Milan) | Designing visionary events and long-lasting legacy
- Concept Design and Creativity for events
- Event Planning and Coordination
- Strategic Planning and Legacy
Module 2 (Paris) | Creating value in event business
- Event Strategic Marketing and Branding
- Media and Commercial Strategies In The Events Industry
- Tourism Management and Territorial Marketing
Module 3 (Lausanne) | Creating value in event business
- Event Budgeting and Controlling
- Workforce Strategy and Volunteers Management
- Event People Management
Module 4 (Rome) | Delivering a sustainable event experience
- Event Experience
- Venue Management
- Event Sustainability
Module 5 (Riyadh) | Fostering stakeholders engagement and communication
- Communication and Social Media Strategies for Events
- Digital Technologies for Venues and Fans
- Data Analytics for Events
Module 6 (Milan) | Leading innovation in the event industry
- Innovation and New Trends In The Events Industry
- Investments In The Events Industry
- Infrastructure
Event project presentations and graduation ceremony
A comprehensive learning experience
Faculty
It’s your time to leave a legacy. You will be challenged to embrace the new trends of the events industry, creating value in a sustainable way and building bridges among different cultures.
Admissions
We seek highly motivated candidates with clear career goals and a commitment to excellence Our rigorous selection process shapes a dynamic, diverse, and high-achieving EMBE class each year, fostering a unique learning experience designed for global leaders in Sports, Entertainment and Exhibitions Industries.
Requirements:
- Degree certificate (in any discipline), transcript of the grades
- Application form
- Professional experience (at least 5 years, not necessarily in the event business), detailed CV
- Proficiency in English
- SDA test
- One reference
- Interview
Fees and scholarships
Our EMBE program requires substantial commitment, but the returns—both personal and professional—are unmatched.
The tuition fee for EMBE 2025-2027 is € 32,000, payable in four installments.
Multiple merit-based scholarships and tuition waivers are available each year to support outstanding candidates.
EMBE: a crossroads of talent
The Executive Master in Business of Events is a launchpad for your managerial career across the events industry.
You’ll gain the strategic know-how and leadership skills to excel in:
- Event management agencies
- Corporate event departments
- Trade fair and expo organizations
- Specialized consulting and service providers
- Marketing and communications firms focused on events
- Nonprofit and government bodies that host large-scale initiatives
By completing EMBE, you’ll position yourself for a diverse range of opportunities, steering high-impact projects and shaping the future of event experiences.
Contact us
Your personalized orientation
Our Guidance & Recruitment team is available to arrange a one-to-one orientation meeting, either on campus or online, or to meet you when we visit your region. These sessions are designed to help you discover SDA Bocconi and its programs, and to provide truly tailored guidance based on your goals and aspirations.
