EXEM

Executive Master in Exhibitions & Events Strategic Management

START: MARCH 18, 2027

EXEM HP
OVERVIEW

EXEM is the executive university master's program designed for professionals in the exhibitions and events industry who want to take a meaningful step forward in their careers

Over 12 months, you will develop practical skills in strategy, finance, leadership, and innovation that can be applied immediately in your work, improving the quality of your business decisions, the effectiveness and financial sustainability of your projects, and your professional positioning.

Gain direct insight into the industry and access an international network of companies and stakeholders, expanding your professional connections and strengthening your ability to build strategic relationships when they matter most.

  • 2023 Salone del Mobile (39)
  • LINEAPELLE 2022 (45)
  • 2023 Salone del Mobile (1)

Academic Program

The EXEM Master's program runs from March 2027 to March 2028 and is delivered in an executive blended format, designed to fit around full-time professional commitments while maximizing the value of the time invested. Its structure enables participants to balance work and study, combining flexibility, direct interaction, and practical application of newly acquired skills.

The program combines live online classes, scheduled throughout the course to explore key topics and encourage discussion with faculty and peers, with self-paced video lectures that allow participants to organize their study with greater flexibility. It also includes three intensive on-campus sessions, each lasting three days (the program opening, the Bootcamp, and the Field Trip), complemented by practical exercises, business cases, and individual and group assignments to progressively apply the tools and knowledge acquired. The program concludes with a Project Work, developed throughout the course and presented in person at the end of the learning experience.

The curriculum consists of 9 academic modules covering the core managerial areas of the exhibitions and events industry.

COURSE MODULES

Exhibitions and Events Economics and Strategy

Analysis of business models, competitive dynamics, and the evolving landscape of the exhibitions and events industry in Italy and internationally

Strategic marketing for Exhibitions and Events

Positioning, value creation for exhibitors and visitors, and offering development

Technology, AI, and Sustainability for Events

Digital innovation and impact measurement as drivers of competitiveness

Finance and Financial Management for Events

Budgeting, performance control, and assessment of financial sustainability

Leadership and Team Management

Team coordination, effective communication, and leadership in complex environments

Events as Platforms for Content and Engagement

Experience, community building, and the cultural value of events

Public Policy and Regional Development

The relationship between events, institutions, and regional economic development

Infrastructure, Logistics, and Hospitality

Venues, services, and customer experience for high-performing events

1500

blended learning hours

10

days of on-campus classes

3

minimum industry experience

How to apply

Requirements

EXEM is designed for junior executives with at least three years of experience in the exhibitions, events, and congress industry who currently hold operational or managerial roles and are looking to advance into positions with greater responsibility for budgets, teams, and strategic decision-making.

The program is ideal for professionals ready to move from execution to leadership, gaining the tools needed to understand the business as a whole and make a tangible impact on organizational performance.

Applicants are required to hold a Bachelor's or Master's degree in any discipline.

Candidates without a university degree may also apply if they have significant professional experience. They will receive a Certificate of Attendance and Participation upon successful completion of the program.

EXEM is the right program for you if you:

  • work in the exhibitions, events, and congress industry and feel that advancing your career requires a broader strategic understanding of the business;
  • are increasingly involved in complex decisions related to management, financial planning and control, suppliers, stakeholders, and environmental and social sustainability (ESG);
  • want to move from managing day-to-day activities to leading projects, people, and business results;
  • aim to strengthen your professional credibility and play a more influential role in your organization's decision-making processes and in discussions with senior leadership;
  • want to build a stronger, more competitive, and more distinctive professional profile in the job market.

Career

EXEM Career

Career Opportunities

A Valuable Opportunity for Your Professional Growth

EXEM is a strategic investment for professionals who want to accelerate their career in the exhibitions and events industry. The Master's program equips participants to strengthen their current role or advance into positions such as:

  • Event Project Manager
  • Event & Operations Manager
  • Exhibition Manager
  • Corporate Event Manager
  • Business Development Manager
  • Event & Experience Manager
  • Sustainability / ESG Coordinator for Events