Executive Master in Exhibitions and Events: How to Choose When You Already Have Experience in the Industry
Executive Master in Exhibitions and Events: How to Choose When You Already Have Experience in the Industry
After a few years working across projects, suppliers and stakeholders, the question changes: no longer “how do I enter the industry?”, but “how do I move into roles where I make decisions about budgets, teams and strategy?”. A guide to the criteria for choosing an executive Master’s programme in exhibitions and events, with a concrete example: EXEM, the Master’s programme offered by ALTIS Università Cattolica in partnership with Fondazione Fiera Milano and Fiera Milano S.p.A.
12 October 2026
KEY TAKEAWAYS
- Professionals who already have experience in exhibitions, events and congresses need a different kind of Master’s programme from those looking to enter the industry: less about “how to organise an event” and more about “how to manage budgets, people and strategy”.
- Five criteria can help evaluate an executive Master’s programme: target participants, managerial skills, a format compatible with work, connection with the industry and immediate applicability.
- EXEM is designed for professionals with at least 3 years of experience in the industry who want to move from operational roles to decision-making positions.
- The programme lasts 12 months, with a blended, part-time format, 9 modules covering strategy, finance, leadership and innovation, a final Project Work and 60 ECTS credits.
Why professionals already working in the industry choose a Master’s programme differently
In the exhibitions, events and congresses industry, many careers are built through hands-on experience: professionals start in operational roles, learn how to manage a project and build relationships with suppliers, exhibitors and partners. At a certain point, however, the decisions that matter most change: which events to invest in, how to build and control a budget, how to measure the impact of an event, and how to lead a team.
This is when the search for further education begins, and comparing executive education with Master’s programmes designed for those starting from scratch quickly reveals their limitations. For an experienced professional, three things matter above all:
- the level of the content: not the operational organisation of an event, which they already understand, but the ability to interpret the business as a whole;
- time: taking a year off is not an option; education needs to fit alongside work;
- the return: what is learned must be immediately applicable in the workplace, not at some point “in the future”.
Five criteria for choosing an executive Master’s programme in exhibitions and events
1. Who it is really designed for
An executive Master’s programme should clearly state the minimum level of seniority required. If the programme is open to participants with very different profiles, the content will inevitably be more general. A useful question to ask is: will my future classmates have a similar level of experience to mine? Peer-to-peer exchange is part of the value of the learning experience.
2. What skills it develops
The programme should speak the language of decision-makers: strategy, finance and financial control, team leadership, innovation and sustainability. If the modules focus primarily on organisational techniques, the programme is probably designed for people who are still building the foundations of the profession.
3. How the programme is delivered
Format (online, in person, blended), number of classroom days, attendance requirements and schedule: these details determine whether the Master’s programme is truly compatible with work. It is worth checking them before applying.
4. How closely it is connected to the industry
Partners, real-world cases, faculty and network matter just as much as the programme itself. A Master’s programme developed together with professionals who organise exhibitions and events every day brings real challenges into the classroom and creates valuable relationships that can continue beyond the duration of the course.
5. What you gain from it
The qualification awarded, academic credits, a Project Work based on a real case, and the roles the programme prepares participants for: these are the elements that make it possible to assess the investment in terms of professional growth.
Master’s programmes for entering the industry and for career growth: three programmes compared
Accademia Fiera Milano offers programmes designed for different stages of a professional career. Here is how they differ:
| Programme | Who it is for | What it focuses on |
|---|---|---|
| PROGEA | Bachelor’s and Master’s graduates who want to build a career in event management, exhibitions and congresses. | Event management and project management skills applied to complex events, through classes, project work and an internship. |
| MEED | Those who want to specialise in the design of events, exhibitions, retail spaces and trade fairs. | Event and exhibition design, with a design thinking approach applied to management, marketing and communication. |
| EXEM | Professionals with at least 3 years of experience in the industry who want to progress towards roles with greater responsibility. | Strategy, finance, leadership and innovation, to move from operational roles to decision-making positions. |
EXEM – Executive Master in Exhibitions & Events Strategic Management
The executive university Master’s programme offered by ALTIS Graduate School of Sustainable Management (Università Cattolica del Sacro Cuore), designed for professionals in the exhibitions, events and congresses industry, in partnership with Fondazione Fiera Milano and Fiera Milano S.p.A.
- Duration: 12 months, from March 2027 to March 2028
- Format: executive blended, part time, in Italian
- Structure: 9 modules, three intensive in-person sessions, final Project Work
- Qualification: First-Level University Master’s degree, 60 ECTS credits
Who EXEM is designed for
EXEM is designed for junior executives with at least three years of experience in the exhibitions, events and congresses industry who currently work in managerial or operational roles and want to take on greater responsibility for budgets, teams and strategic decisions. In other words, it is for professionals who feel ready to move from executing to decision-making.
Admission requirements
- A Bachelor’s or Master’s degree in any discipline.
- Professionals without a university degree who have significant professional experience may also participate: upon completion, they will receive a certificate of attendance and participation, but not the Master’s degree or ECTS credits.
- Good knowledge of English, as some classes may be delivered in English.
- Selection through an application and motivational interview with the Master’s Programme Management; maximum of 40 participants.
Professional functions involved
Project management, operations, marketing, business development, sustainability and logistics: EXEM is designed for professionals working for exhibition organisers, agencies, exhibition venues and congress centres, as well as professionals within companies who organise events and participate in trade fairs.
Do you recognise yourself in any of these situations?
- You work in the industry and feel that, in order to grow, you need a broader and more strategic view of the business.
- You are increasingly involved in complex decisions concerning financial planning, suppliers, stakeholders and environmental and social sustainability (ESG).
- You want to move from managing activities to leading projects, people and results.
- You want to have a stronger voice in your organisation’s decisions and in discussions with top management.
- You want to build a stronger and more recognisable profile in the job market.
The skills developed by EXEM: the 9 modules
The programme is structured into nine modules covering the main managerial areas of the industry. Grouped by area of expertise, they build a comprehensive professional profile:
| Area of expertise | Modules | What it enables you to do |
|---|---|---|
| System perspective and strategy | Economics and strategy of exhibitions and events; Strategic marketing for events and exhibitions | Understand business models and competitive dynamics, position the offer, and generate value for exhibitors and visitors. |
| Finance and economic sustainability | Finance and financial management of events | Build budgets, control costs and assess the financial sustainability of projects. |
| People and leadership | Leadership and team management | Coordinate, communicate and lead in complex environments. |
| Innovation and impact | Technology, AI and sustainability for events; Events as platforms for content and relationships | Use digital innovation and impact measurement as drivers of competitiveness; design experiences and communities. |
| Context, regulations and local development | Legal and regulatory aspects; Public policies and local development; Infrastructure, logistics and hospitality | Manage contracts and risks, engage with institutions and local stakeholders, and design spaces and services for high-performance events. |
The common thread is an integrated approach: exhibition and event management are addressed together to design events capable of generating value for exhibitors, visitors and organisations.
How to study while working
The executive blended format is designed to be compatible with professional commitments. The learning experience combines:
- synchronous online classes, to explore content in greater depth and engage with faculty and other participants;
- asynchronous video lessons, to be completed independently;
- three intensive in-person sessions, each lasting three days: the opening of the Master’s programme, the Bootcamp and the Field Trip;
- exercises, business cases, and individual and group work;
- a Project Work, developed throughout the programme with the support of an academic or corporate tutor and presented in person at the end of the Master’s programme.
Attendance is mandatory for at least 75% of the scheduled activities. Teaching activities and the Project Work presentation continue until March 2028; Graduation Day is scheduled between April and May 2028.
After the Master’s programme: career opportunities
EXEM prepares participants to consolidate or develop managerial roles in the industry, including:
- Event Project Manager
- Event & Operations Manager
- Exhibition Manager / Event Portfolio Manager
- Corporate Event Manager
- Business Development Manager – Exhibitions & Events
- Event & Experience Manager
- Sustainability / ESG Coordinator for Events
The programme is also suitable for professionals already working in the industry who want to move from a specialist or operational role to responsibilities involving coordination, management and strategic development.
What to check before applying
| Master’s programme start date | 18 March 2027 |
| Application deadline | By 4 March 2027; applications are assessed in the order in which they are received |
| Places available | Maximum 40 participants |
| Tuition fee | €9,500 (VAT exempt), payable in four instalments |
| Reduced fees | €8,550 for early applications submitted by 11 November 2026; discounts are also available for multiple enrolments, partner companies, affiliated organisations and alumni |
| Qualification | First-Level University Master’s degree, 60 ECTS credits |
| Information | ALTIS Educational Advisor: exem.altis@unicatt.it |
Would you like to find out whether EXEM is the right programme for this stage of your career?
On 13 October 2026 at 6:00 PM, ALTIS is hosting a presentation webinar for the EXEM Master’s programme: an opportunity to learn more about the programme and ask questions.
Discover the EXEM Master’s programme on the ALTIS website
FAQ
What is an executive Master’s programme in exhibitions and events?
It is a university Master’s programme designed for professionals already working in the industry, with a format compatible with professional commitments and content focused on strategy, financial management, leadership and innovation, rather than primarily on operational event organisation techniques.
Which Master’s programme should I choose if I already work in the exhibitions and events industry?
It is worth evaluating five elements: the level of seniority required, the managerial skills developed, the learning format, the connection with the industry and the qualification awarded. An executive Master’s programme such as EXEM, designed for professionals with at least three years of experience, is intended for those who want to move from operational roles to decision-making positions.
Who is the EXEM Master’s programme designed for?
It is designed for junior executives with at least three years of experience in the exhibitions, events and congresses industry who work in managerial or operational roles and want to take on greater responsibility for budgets, teams and strategic decisions.
What degree is required to enrol in EXEM?
A Bachelor’s or Master’s degree in any discipline is required. Professionals without a university degree who have significant professional experience may also participate; they receive a certificate of attendance and participation but not the Master’s degree or ECTS credits. A good knowledge of English is required.
What skills does the EXEM Master’s programme develop?
Strategy, finance, leadership and innovation, through nine modules ranging from the economics and strategy of exhibitions and events to strategic marketing, event finance, team leadership, technology, AI and sustainability, legal aspects, public policies and logistics.
Can I attend EXEM while working?
Yes. The programme follows an executive blended, part-time format: synchronous and asynchronous online classes, three intensive in-person sessions of three days each, and a final Project Work. Attendance is mandatory for at least 75% of the activities.
What is the difference between PROGEA and EXEM?
PROGEA is the First-Level University Master’s Programme in Exhibition, Event and Congress Design and Organisation, designed for recent graduates who want to enter the events and exhibitions industry, including a company internship. EXEM is an executive Master’s programme for professionals with at least three years of experience who want to progress towards roles with strategic responsibility.
What roles can you pursue after EXEM?
The Master’s programme prepares participants to consolidate or develop roles such as Event Project Manager, Event & Operations Manager, Exhibition Manager, Corporate Event Manager, Business Development Manager for exhibitions and events, Event & Experience Manager and Sustainability/ESG Coordinator for Events.
How much does EXEM cost and what is the application deadline?
The tuition fee is €9,500 (VAT exempt), payable in four instalments, with reduced fees available depending on the enrolment date and applicant category. The Master’s programme begins on 18 March 2027 and applications close on 4 March 2027.