Do you want to know the latest trends in Event Organization? Enroll and progress with the best teachers in the industry”

This Hybrid Master's Degree is aimed at professionals in Marketing, Communication or Journalism who wish to face new challenges in the field of Event Organization. Leadership skills, planning and resolution of any unforeseen event will be essential to achieve a successful event. However, all of this requires a broad knowledge of the organization itself and the target sector.

Events have evolved leaving behind the traditional format with the presence of people to give way to virtual events with 100% of attendees in digital environments, or hybrid events in which some members connect through digital platforms while the rest are in a physical space. This course will allow students to learn the latest trends in event organization and obtain as a final result the development of their own business model, both as an Event Planner and with the creation of their own event agency.

During the 12 months of this program, students will be guided by a team of experts in the field who will help them to be able to organize any event from start to finish and to master the latest techniques in the fields of Marketing, Finance, Strategy, Communication, Organization, Planning, Operations and Logistics. It is essential for the professional to take into account the need to give all these disciplines equal importance if optimum results are to be obtained.

The content of this program has been prepared by experts in the field, who are currently working professionally and who have a broad background in business and academia. In this way, the students of this Hybrid Professional Master's Degree have the guarantee of receiving a quality education with up-to-date knowledge.

In these 1,500 hours of learning, students will take a theoretical phase taught 100% online. During this stage, all the material of the syllabus will be available for downloading and viewing at any time. This freedom makes it easier for students to combine their personal obligations with an education that will allow them to grow in their professional field. Also, at the end of this phase, students will have a 3-week Hybrid Master's Degree with professionals of the sector in a company responsible for the organization of different events.

Acquire a deep knowledge about digital events and apply them to your next events”

This Hybrid Master's Degree in Event Organization contains the most complete and up-to-date program on the market. The most important features include:

• Development of more than 100 cases presented by event organization professionals
• Its graphic, schematic and eminently practical contents, with which they are conceived, gather technical and in-depth information on those disciplines that are essential for professional practice
• The development of case studies presented by experts in Communication, Marketing and Event Organization
• Practical exercises where self-assessment can be used to improve learning
• Its special emphasis on innovative methodologies
• Theoretical lessons, questions to the expert, debate forums on controversial topics, and individual reflection assignments
• All of this will be complemented by theoretical lessons, questions to the expert, debate forums on controversial topics, and individual reflection assignments
• Content that is accessible from any fixed or portable device with an Internet connection
• In addition, you will be able to do an internship in one of the leading companies in event organization

We provide you with all the knowledge in marketing, planning and organization for you to lead any event management”

In this Hybrid Professional Master's Degree proposal, of a professionalizing nature and blended mode, the program is aimed at keeping up to date professionals event organizers who develop their functions for public and private entities, and who require a high level of qualification. The contents are based on the latest scientific evidence, and oriented in a didactic way to integrate theoretical knowledge in the practical performance of the organization of cultural, political, social, economic or environmental events, among others.

Thanks to their multimedia content developed with the latest educational technology, they will allow the professional event organizer a situated and contextual learning, that is, a simulated environment that will provide an immersive learning programmed to prepare for real situations. This program is designed around Problem-Based Learning, whereby the professional must try to solve the different professional practice situations that arise throughout the program. For this purpose, the student will be assisted by an innovative interactive video system created by renowned experts.

Do you have in mind to create your own event agency? Take the leap after completing this Hybrid Master's Degree and succeed"

Combine your personal obligations with a 100% online Hybrid Master's Degree in its theoretical phase"

The syllabus of this Hybrid Master's Degree has been designed to address the key points in the organization of any event. Thus, the students have in this degree 10 modules with an eminently practical and experiential approach that will provide an expanded and up-to-date vision of the sector. The video summaries of each topic, the real cases provided by the teaching team and the Relearninglearning system, based on the reiteration of content, will be essential for the understanding of the entire syllabus and its implementation in the professional area.

Access all the theoretical content from the first day so that you can view it whenever you want. This Hybrid Master's Degree adapts to you. Enroll now”

Module 1. The Industry of Business Events and Tourism

1.1. The MICE World

1.1.1. What Is the MICE Sector?
1.1.2. Who Do They Include?
1.1.3. Where Does It Operate?

1.2. Stakeholders and Sector Overview. Economic Impact

1.2.1. Economic Impact of the Sector in Spain
1.2.2. Number of Events and People Moved Annually
1.2.3. Expectations for Growth in the Post- COVID Reality

1.3. Congresses, Conventions, Incentives

1.3.1. What Is a Convention, a Congress and an Incentive?
1.3.2. Main Differences of These Events
1.3.3. Types of Conventions, Congresses and Incentives

1.4. Fairs

1.4.1. Main Characteristics of the Fairs
1.4.2. Types of Fairs
1.4.3. The Trade Show

1.5. The Role of Convention Bureaus

1.5.1. What Is a Convention Bureau?
1.5.2. Purpose of Convention Bureau
1.5.3. Coordination between Public and Private Entities

1.6. Destination Marketing

1.6.1. Strengths and Weaknesses of the Destination
1.6.2. Threats and Strengths of the Destination
1.6.3. Differentiation and Competitive Advantage

1.7. Cultural Events

1.7.1. The Cultural Events Market
1.7.2. Types of Cultural Events
1.7.3. How to Manage Profitable Cultural Events

1.8. Musical Events

1.8.1. Market Study of Major Concerts in Spain
1.8.2. Importance of Ticketing
1.8.3. Concert Merchandising and Sponsorship

1.9. Social Events

1.9.1. The Wedding Market in Spain
1.9.2. The Role of the Wedding Planner
1.9.3. Celebrations and Other Parties

1.10. Sporting Events

1.10.1. Major Sporting Events
1.10.2. Regulations for Sporting Events
1.10.3. Sponsoring

Module 2. Event Design

2.1. Project Management

2.1.1. Gathering Information, Project Start-Up: What do We Need to Know?
2.1.2. Study of Possible Locations
2.1.3. Pros and Cons of the Chosen Options

2.2. Research Techniques. Desing Thinking

2.2.1. Stakeholder Maps
2.2.2. Focus Group
2.2.3. Bench Marking

2.3. Experiential Design Thinking

2.3.1. Cognitive Immersion
2.3.2. Covert Observation
2.3.3. World Cafe

2.4. Defining Target Audience

2.4.1. Who the Event is Aimed at
2.4.2. Why we do the Event
2.4.3. What is the Purpose of the Event

2.5. Trends

2.5.1. New Trends in Staging
2.5.2. Digital Contributions
2.5.3. Immersive and Experiential Events

2.6. Personalization and Design Space

2.6.1. Adaptation of the Space to the Brand
2.6.2. Branding
2.6.3. Brand Manual

2.7. Experience Marketing

2.7.1. Living the Experience
2.7.2. Immersive Event
2.7.3. Fostering Memory

2.8. Signage

2.8.1. Signage Techniques
2.8.2. The Attendant's Vision
2.8.3. Coherence of the Story. Event with Signage

2.9. The Event Venues

2.9.1. Studies of Possible Venues. The 5 Why's
2.9.2. Choice of the Venue According to the Event
2.9.3. Selection Criteria

2.10. Proposed Staging. Types of Scenarios

2.10.1. New Staging Proposals
2.10.2. Prioritization of Proximity to the Speaker
2.10.3. Scenarios Related to Interaction

Module 3. Event Planning

3.1. Timing and Organization of the Program

3.1.1. Time Available for the Organization of the Event
3.1.2. Duration of the Event
3.1.3. Event Activities

3.2. Space Organization

3.2.1. Number of Expected Attendees
3.2.2. Number of Simultaneous Rooms
3.2.3. Room Formats

3.3. Speakers and Guests

3.3.1. Choice of Speakers
3.3.2. Contact and Confirmation of Speakers
3.3.3. Management of Speakers' Attendance

3.4. Protocol

3.4.1. Range of Invited Guests
3.4.2. Disposition of the Presidency
3.4.3. Parliamentary Organization

3.5. Security/Safety

3.5.1. Access Control: the Security Perspective
3.5.2. Coordination with Security Forces
3.5.3. Internal Control of Spaces

3.6. Emergencias

3.6.1. Evacuation Plan:
3.6.2. Study of the Needs in Case of Emergency
3.6.3. Creation of Medical Assistance Point

3.7. Capabilities

3.7.1. Assessment of Capacity
3.7.2. Distribution of Attendees at the Venue
3.7.3. Maximum Capacities and Decisions to Be Made

3.8. Accessible

3.8.1. Study of the Number of Accesses
3.8.2. Capacity of Each of the Accesses
3.8.3. Timing  Calculation for Entry and Exit for Each Access

3.9. Transport

3.9.1. Assessment of Transportation Possibilities
3.9.2. Transportation Accessibility
3.9.3. Personal or Public Transportation Pros and Cons

3.10. Locations

3.10.1. How Many Locations Does the Event Have?
3.10.2. Where Are They Located?
3.10.3. Ease of Access to Venues

Module 4. Creating Event Nominations

4.1. Choice of Destination

4.1.1. Study of Destination
4.1.2. Destination Possibilities. Strengths
4.1.3. Infrastructure of Destination

4.2. Advantages of Destination

4.2.1. Transport and Access Facilities
4.2.2. Accommodation and Venues
4.2.3. Tourism Offer

4.3. Destination Capacity

4.3.1. Type of Event That Can Be Hosted
4.3.2. How Many Flights, Highways, Trains Does It Have
4.3.3. Conference Centers, Venues  and Hotel Services

4.4. Cultural and Activity Offer of the Destination

4.4.1. Gastronomic Offer of the Destination
4.4.2. Cultural and Leisure Offer of the Destination
4.4.3. Activities Available at the Destination

4.5. Accommodation

4.5.1. Study of Hotel Supply
4.5.2. Study of the Supply of Apartments, Campsites and Others
4.5.3. Student Housing Options

4.6. Transport

4.6.1. Ease of Access to the Destination
4.6.2. Access and Transportation to the Venue
4.6.3. Destination's Internal Transportation Services

4.7. Universities and Research Centers

4.7.1. Know the Number of Universities in the Destination
4.7.2. How Many Research Centers Are There
4.7.3. Resume or Prestige of the Universities and Research Centers

4.8. Sports and Cultural Facilities

4.8.1. How Many Sports Facilities Are Available at the Destination
4.8.2. How Many Cultural Facilities Are Available at the Destination
4.8.3. Capacity of the Facilities and Possibilities of Use

4.9 Gastronomy, Architecture and Art

4.9.1. Gastronomic Offer of the City Michelin Star Restaurants
4.9.2. Museums Available
4.9.3. Recognized Architects or Singular Buildings of the Destination

4.10. Congress and Sports Venues

4.10.1. Number of Congress and Convention Centers
4.10.2. Number of Sports Halls and Pavilions
4.10.3. Infrastructure Possibilities of Congress and Sports Centers

Module 5. Finance Management

5.1. Event Budget

5.1.1. Event Budgeting
5.1.2. Budget Timing
5.1.3. Budget Presentation

5.2. Revenues

5.2.1. Types of Revenues
5.2.2. Revenue Confirmation Possibilities
5.2.3. Revenue Payment Facilities

5.3. Expenses

5.3.1. Types of Expenses: Fixed and Variable
5.3.2. Possibilities for Action Based on Expenditure
5.3.3. Supplier Payment Agreements

5.4. Contingency Plan

5.4.1. Actions to Be Taken in the Face of Increased Expenses
5.4.2. Actions to Be Taken in the Face of Declining Revenues
5.4.3. Percentage of Unforeseen Expenses

5.5. Income Statement

5.5.1. Preparation of the Income Statement
5.5.2. Use of the Income Statement
5.5.3. Actions to Be Implemented Based on the Income Statement

5.6. Benefit Management

5.6.1. Purpose of the Event and Its Proceeds
5.6.2. Management of Scholarships and Grants
5.6.3. Investment Possibilities

5.7. Cash Flow

5.7.1. What Is Cash Flow?
5.7.2. Cash Flow Contributions
5.7.3. Actions to Be Taken Based on Cash Flow

5.8. Taxation

5.8.1. Taxation of Profits According to Use
5.8.2. VAT and Its Impact (National and International)
5.8.3. Difference between a Corporation and a Not-for-Profit Company

5.9. Commission Management

5.9.1. Determine the Number of Commissions Achieved
5.9.2. Customer-Based Commission Management
5.9.3. Commission Agreement with the Supplier

5.10. Amortization. ROI

5.10.1. Calculate the Return of Investment
5.10.2. Timing of Investment Recovery
5.10.3. Amortization of Investment(s)

Module 6. Marketing and Communication Management Strategies

6.1. Strategic Communication

6.1.1. Strategic Event Communication
6.1.2. The Importance of Environment in the Strategy
6.1.3. Brands Betting on Long term return

6.2. Consumer Behavior

6.2.1. New interpretation of Maslow's pyramid
6.2.2. Psychology of Today's Consumers
6.2.3. Google Claims a New Model of Behavior

6.3. Brand Purpose

6.3.1. Current Importance of Brand Purpose
6.3.2. Finding the Value and Purpose of the Brand
6.3.3. Integration or Coexistence of Purpose with CSR

6.4. Sustainability as a Strategy

6.4.1. Discovery and Practice of Sustainability
6.4.2. Communication of Sustainable Development Goals
6.4.3. Implementation of the SDGs at Events

6.5. Global Communication Challenges

6.5.1. International Marketing Theories
6.5.2. Cross - Cultural Marketing and Application
6.5.3. Moving Brands and Messages to Other Countries

6.6. Advertising and Marketing

6.6.1. Traditional and Digital Advertising
6.6.2. Creativity: Art or Science
6.6.3. Event Actions and Tools

6.7. Analysis Models

6.7.1. Internal Analysis: SWOT and CAME
6.7.2. Strategic Analysis: Boston and Ansoff
6.7.3. External Analysis: Porter's 5 Forces and PESTEL

6.8. Media Relations

6.8.1. Press Conferences, Press Releases and Other Tools
6.8.2. Spokesperson Training
6.8.3. Crisis Communication

6.9. Agency Relationships

6.9.1. Competitions, Contracts and Other Practices
6.9.2. Project Management and Implementation
6.9.3. Project Measurement and Results

6.10. The Communication Plan

6.10.1. The Communication Plan
6.10.2. Development of the Tactical Part of the Communication Plan
6.10.3. Implementation and Follow-Up of the Communication Plan

Module 7. Marketing Management and Digitalizing Events

7.1. Event Digitization

7.1.1. New Communication Technologies
7.1.2. Digital Events
7.1.3. Big Data. Metrics and Analytics

7.2. Digital Segmentation

7.2.1. New Audiences and Types of Users
7.2.2. New Segmentation Variables
7.2.3. The Buyer Persona and Development

7.3. Digitization of Information

7.3.1. Thinking and Communicating Digitally
7.3.2. New Knowledge Management Models
7.3.3. Fake News  and Other Enemies of Digitalization

7.4. Digital Reputation Management

7.4.1. Personal Brand
7.4.2. Social Listening
7.4.3. Inbound Marketing

7.5. Digital Branding

7.5.1. Branding 
7.5.2. Event Branding
7.5.3. Actions to Be Taken Based on the Income Statement

7.6. The Benchmarking Process

7.6.1. Purpose of the Event
7.6.2. Competitive Analysis
7.6.3. Benchmarking of Results

7.7. Event Campaigns

7.7.1. Brainstorming 
7.7.2. Internal and External Part of the Campaign
7.7.3. Campaign Implementation and Follow-Up

7.8. Digital Tools

7.8.1. Setting Objective and Strategies
7.8.2. Channel and Platform Selection
7.8.3. Optimizing Results in Real Time

7.9. Social media

7.9.1. Knowledge and Use of Social Networks
7.9.2. Most Important Uses for an Event
7.9.3. Livestreaming an Event on Social Networks

7.10. Marketing and Communication Team Management

7.10.1. Leadership Skills
7.10.2. Keys to Pragmatic Management 
7.10.3. Day-to-Day Management

Module 8. Event Operations and Logistics Management

8.1. Operations and Logistics of Activities

8.1.1. Study of the Activity Needs
8.1.2. Projecting the Necessary Operations
8.1.3. Know the Needs of the Operation's Staff

8.2. Transport and Access Logistics

8.2.1. Logistics According to the Type of Transport of the Event
8.2.2. Logistics Based on Access
8.2.3. Capacity at Access and Transport Points

8.3. RR Management HH of the event

8.3.1. Type of HR available for the event. HR available for the event
8.3.2. Internal Communication
8.3.3. Hierarchies and Chains of Command

8.4. Supplier Management

8.4.1. Communication Policy with Supplier
8.4.2. Management of Each Supplier's Operations
8.4.3. Adaptability and Needs of Each Supplier

8.5. Speakers and VIP Guests Operation

8.5.1. VIP Contact Protocol
8.5.2. Manage VIP Guest Needs (Access Areas, Security, Transportation, etc.)
8.5.3. Management of VIP Support and Assistance Personnel Lecturer

8.6. Accessibility Management

8.6.1. Manage Event Accessibility Tasks to Perform
8.6.2. Inclusive and Respectful Gastronomy
8.6.3. Inclusion Programs for Assistants with Difficulties

8.7. Sustainability Management

8.7.1. Local Gastronomy
8.7.2. Event Waste Management
8.7.3. Selection of Sustainable Materials and Products

8.8. Internal Transfers Operation

8.8.1. Guest Transfer Management Protocol
8.8.2. The Difficulty of the Airport and Its Operations
8.8.3. Incident Management and Resolution

8.9. Attendant Service Operation

8.9.1. The Hospitality Desk
8.9.2. Segmentation of Service Areas
8.9.3. Management of Special Incidents

8.10. Event Set-Up and Dismantling

8.10.1. Timing  and Personnel Calculation for Set-Up
8.10.2. Assembly Logistics Requirements
8.10.3. Event Dismantling Logistics

Module 9. Event Sponsorship

9.1. Sponsorship Planning and Strategy:  Target Group Selection

9.1.1. Aspects to Analyze of the Sector to Be Sponsored
9.1.2. Selection of the Best Sponsors
9.1.3. What to Sponsor and Reasons for Sponsorship

9.2. Sector Policies. Code of Ethics. Compliance

9.2.1. Code of Ethics for Each Sector
9.2.2. Sponsor Data Management
9.2.3. Compliance Departments and Their Importance

9.3. Generating Sponsorship Dossiers . Introduction

9.3.1. Introduction
9.3.2. Identification
9.3.3. Objectives

9.4. Generating Sponsorship Dossiers . Technical Data

9.4.1. Identification of Endorsements and Guarantors
9.4.2. Historical data
9.4.3. Sponsorship Opportunities

9.5. Sales Price Management

9.5.1. Calculate Sponsorship Selling Prices
9.5.2. Individual Sale by Concept
9.5.3. Group Sales of Different Sponsorships

9.6. Floor Plans and Locations of Exhibit Areas

9.6.1. Creation of the Stands Map
9.6.2. What Should Be Included
9.6.3. Attendee Traffic Flow

9.7. Exhibition Area Planning

9.7.1. Visualization
9.7.2. Notoriety
9.7.3. Volume Equity

9.8. Marketing Policies

9.8.1. Where to Sell Sponsorships
9.8.2. How to Sell Sponsorship
9.8.3. Payment Terms and Penalties

9.9. Management and Follow-Up of Sponsorship Sales

9.9.1. Sponsorship Execution and Forecasting
9.9.2. Viability study
9.9.3. Achievement of Objectives or Restatement

9.10. Sponsorship Loyalty

9.10.1. Sponsor Loyalty Actions
9.10.2. Services to Provide
9.10.3. Improvements or Innovations

Module 10. Digitalizing Events: How to Develop Digital Events

10.1. Events during the COVID-19 Pandemic

10.1.1. Import Aspects to Know
10.1.2. Constant Follow-Up Government Health Standards
10.1.3. Timing to Make Decisions

10.2. Planning Digital Events Scale

10.2.1. Creation of the Schedule
10.2.2. Components to Consider in the Schedule
10.2.3. Aspects to Reflect in the Schedule Priorities

10.3. Supplier Selection

10.3.1. Choice of Technology Partner 
10.3.2. Requirements to Be Requested from the Supplier
10.3.3. Supplier Selection Price Factor vs. Value Factor Experience

10.4. Network and Internet Management

10.4.1. Aspects of Network Management to Be Considered
10.4.2. Contracting Internet Services
10.4.3. Network Stress and Saturation Tests

10.5. Scope Objectives. Audience

10.5.1. Determine Your Target Audience
10.5.2. Rebroadcast in Other Languages
10.5.3. Rooms to Broadcast

10.6. Interaction of the Attendees. Voting

10.6.1. Implementation of the Interaction System
10.6.2. Elements to Be Taken into Account in the Interaction of Attendees
10.6.3. Forms and Procedures for Developing Interaction

10.7. Introduction Videos. Kyrons Music

10.7.1. Kyrons
10.7.2. Importance of the Instructions
10.7.3. Resources to Consider

10.8. Onsite and Digital Coordination. Onsite and Remote Speakers

10.8.1. Contact with Speakers
10.8.2. Delivery of the Action Program to the Speakers
10.8.3. Timing and Organization of Speakers Rules to Follow

10.9. Creating Virtual Sets

10.9.1. Chroma
10.9.2. Rear
10.9.3. Led Screen

10.10. Virtual and Hybrid Event Management

10.10.1. Follow-Up of the Event through Management
10.10.2. Schedule and Order of Broadcasting
10.10.3. Live Incident Resolution

This course will allow you to advance in your professional career in a simple and convenient way”