Master in Public Relations and Event Marketing

The programme covers a wide range of key areas, including:• Communication Strategies: You will explore effective communication strategies for events, including message planning and crisis management.

• Event Marketing: You will learn event-specific marketing tactics, from advertising to digital marketing.

• Social Media and Digital Marketing: You will master the management of social media platforms and online marketing to increase event visibility.

• Brand Image Management: You will develop skills to effectively build and maintain brand image at events.

• Public Relations and Crisis Communication: You will learn how to manage public relations and communication in crisis situations.

• Evaluation and Analysis: You will gain knowledge on how to measure the impact of marketing and public relations strategies at events.
Syllabus:

Module 1: Introduction to public relations and event marketing
• Submodule 1.1: Fundamentals and key concepts
• Submodule 1.2: Strategic role in the events industry
• Submodule 1.3: Current trends and evolution

Module 2: Strategic planning for events and marketing
• Submodule 2.1: Audience analysis and objectives
• Submodule 2.2: Development of communication strategies
• Submodule 2.3: Integration of marketing in event planning

Module 3: Identity and brand management in events
• Submodule 3.1: Development of visual identity
• Submodule 3.2: Branding strategies for events
• Submodule 3.3: Reputation management in events

Module 4: Effective communication in events
• Submodule 4.1: Verbal and non-verbal communication strategies
• Submodule 4.2: media and press relations
• Submodule 4.3: social media and digital marketing

Module 5: Relations with stakeholders and collaborators
• Submodule 5.1: identification and management of stakeholders
• Submodule 5.2: collaboration with sponsors and partners
• Submodule 5.3: alliance and cooperation strategies

Module 6: Customer experience at events
• Submodule 6.1: designing memorable experiences
• Submodule 6.2: managing expectations
• Submodule 6.3: feedback and continuous improvement

Module 7: Marketing strategies for events
• Submodule 7.1: traditional marketing vs. Experiential Marketing
• Submodule 7.2: Promotion and Advertising Strategies
• Submodule 7.3: Content Marketing for Events

Module 8: Measuring Results and Impact Evaluation
• Submodule 8.1: Key Metrics in PR and Marketing
• Submodule 8.2: Impact Evaluation Tools
• Submodule 8.3: Return on Investment (ROI) Analysis

Module 9: Innovation and Trends in Event Marketing
• Submodule 9.1: Use of Emerging Technologies
• Submodule 9.2: Virtual and Hybrid Events
• Submodule 9.3: Sustainability and Social Responsibility in Event Marketing

Module 10: Case Studies and Successful Practices
• Submodule 10.1: Analysis of Real Cases in the Industry
• Submodule 10.2: Lessons Learned and Best Practices
• Submodule 10.3: Practical Application of strategies in simulated situations

Module 11: Developing marketing strategies for different types of events
• Submodule 11.1: Specific strategies for corporate events
• Submodule 11.2: Marketing for sporting events
• Submodule 11.3: Marketing strategies for cultural and social events

Module 12: Master’s final project
• Submodule 12.1: Research and development of the final project
• Submodule 12.2: Presentation and defence of the project
• Submodule 12.3: Evaluation and conclusions
• Submodule 12.4: Preparation for a professional career
• Submodule 12.5: Ethics and responsibility in event management
• Submodule 12.6: Graduation and celebration of success