Why the Events and Experiential Marketing Sector Is Creating New Demand for Trained Professionals

India’s event and experiential marketing industry has expanded steadily over the past decade, driven by corporate communication needs, large-format conferences, branded experiences, investor summits, public expos and the rapid growth of the MICE segment. Companies across sectors—technology, automotive, FMCG, finance, telecom and retail—now view live experiences as a central component of customer engagement and internal communication strategies.

This shift has increased demand for trained professionals who can manage operations, production, logistics, content planning and on-ground execution with precision. As a result, the sector is moving away from informal hiring patterns and leaning toward structured recruitment from specialised academic programs.

MSEED, affiliated with the University of Mumbai, is part of this transition. Its B.A. and M.A. programs in Event Management focus on developing talent suited for corporate event functions, agency roles and experiential marketing operations. Students train in planning, budgeting, communication, digital integration, production coordination and vendor management—skills that align with current corporate expectations.

The postgraduate M.A. program, positioned at the level of management courses, prepares graduates for supervisory and mid-management roles. With many companies expanding their in-house event and brand experience teams, the need for academically trained managers is growing. Roles commonly filled include operations lead, production manager, client servicing executive, brand experience strategist and project coordinator.

International exposure is another reason companies are paying attention to institutional training. MSEED’s international connects bring global practices into the curriculum, exposing students to formats such as international exhibitions, cross-border conferences, touring shows, global investor events and large-scale public engagements.

Hiring trends in the events ecosystem remain positive. Experiential agencies, event production firms, wedding houses, exhibition companies and corporate communication departments continue to recruit graduates with structured training, especially for roles requiring coordination, stakeholder management and timeline control.

To support this industry pipeline, MSEED has introduced BMAT – Bhavan’s MSEED Aptitude Test, which will take place on December 20 in Mumbai, Nagpur and Delhi, and December 21 in Jaipur, Indore and Kolkata. BMAT serves as the entry assessment for students seeking admission into the B.A. and M.A. programs.

With the events and experiential sector becoming increasingly organised and data-driven, companies are showing preference for graduates who combine technical skills with academic understanding. As the ecosystem matures, structured programs and aptitude-based admissions are expected to play a larger role in meeting industry talent gaps.