Launched in 2005 as one of the first of its kind in the city and across the region, the Bachelor of Science in Tourism Event Management programme at UTM has grown over the past two decades in tandem with the development of the hospitality industry and Macao’s transformation into a global events and entertainment hub. Accompanying this journey is Dr. Ubaldino Sequeira Couto, who now serves as the programme’s coordinator.
Since joining UTM in 2006, Dr. Couto has worked closely with other faculty members to shape the programme’s curriculum. “The programme had barely reached its second year when I arrived. Many of the original courses were still in development — we were building from the ground up,” he said.
“For a bachelor’s degree in event management, UTM was genuinely among the first in the region, and indeed the world, to launch such a programme in 2005,” he added. “Over the years, we’ve shared our experience in event education with other parties through conferences and workshops in Macao and elsewhere.”
This dynamic, industry-aligned academic offering does more than teach the fundamentals of event organisation—it cultivates strategic thinkers, creative collaborators and capable leaders. While theoretical foundations remain essential, the programme places a strong emphasis on hands-on learning. For instance, students are required to plan and execute at least two public events during their studies, one in their second year and another in their third.
From weddings and government ceremonies to corporate showcases and cultural festivals, students are challenged to transform abstract concepts into real-world experiences. “I often tell them,” Dr. Couto noted, “event practitioners are like wizards who turn a client’s imagination into reality. Over four years, they learn the magic of event management: planning, visibility analysis, budgeting, marketing, logistics, risk management, and more.”
The programme aims to equip students with a broad set of competencies essential in the people-centric world of events. “Our graduates must know how to communicate, how to work within a team, and, most importantly, they must be well-organised and sharp,” he said. “They don’t need to be experts in a single area, but they must be jacks of all trades. That kind of versatility is vital in this industry.”
Dr. Couto often quotes William Shakespeare’s “Hamlet” to his students: “There is nothing either good or bad, but thinking makes it so.” It’s a philosophy he uses to encourage young practitioners to view setbacks as learning opportunities and to interpret challenges through a broader lens.
In tandem with latest trends
Over the past two decades, the programme’s curriculum has undergone changes to align with Macao’s shifting social and economic context. Initially focused on producing talent for the city’s tourism and MICE (Meetings, Incentives, Conventions and Exhibitions) sector, the programme has since evolved to also reflect Macao’s economic diversification.
Moreover, apart from the bachelor’s programme, UTM also launched two new postgraduate programmes in the 2024/25 academic year: the Master of Philosophy in International Hospitality and Tourism Management (with a specialisation in Events Management) and the Master of Science in International Events Management.
This shift reflects a broader change in perception: event management is no longer viewed as gig work or a side hustle, but as a legitimate career path with long-term prospects. “Our focus used to be very practical. It was about helping students get a job,” Dr. Couto said. “Now, it’s about building a career.”
Dr. Couto sees teaching event management as fundamentally different from other academic disciplines. “We’re not just giving lectures but we’re learning, participating, and co-creating the events alongside our students,” he said. “What keeps it exciting for me is that every semester is different — new students, new themes, new ideas, and sometimes even wonderfully mad ones.”