Executive Program in Strategic Management of Event Companies

The content of the master’s program covers a wide range of key areas, including:Event Planning and Design: From conceptualisation to execution, you’ll learn how to plan events that exceed client expectations.

Event Marketing and Promotion: You’ll explore effective marketing and promotion strategies specific to events.

Financial and Budget Management: You’ll gain skills in managing budgets, securing sponsorships and controlling costs.

Business Strategy in Events: You’ll study setting up and managing event companies, as well as expanding businesses in this sector.
<br<Human Resource Management: You’ll understand how to lead and manage teams in an event context.

Ethics and Sustainability in Events: You’ll explore the importance of ethics and sustainability in the events industry.

Technology and Emerging Trends: You’ll keep pace with the latest technologies and trends in events.

Curriculum: Introduction to the Events Industry
I. Fundamentals of Management and Administration

1. Principles of Business Management

History and evolution of business management.
Schools of administrative thought.
Contemporary management models.

2. Accounting and Finance for Executives

Financial and management accounting.
Interpretation of financial statements.
Profitability and cost-benefit analysis.
Capital structure and financial planning.
Financial risk management and insurance.

3. Economics Applied to Business Management

Microeconomics for managerial decision making.
Macroeconomics and its impact on companies.
Market and competition analysis.
Globalization and international economy

4. Strategic Marketing

Segmentation, targeting and positioning.
Market analysis and consumer behavior.
Digital marketing strategies.
Branding and corporate reputation management.
Planning and control of marketing campaigns.

II. Strategic Management of Event Companies

1. Fundamentals of the Event Industry

History and evolution of the event industry.
Classification and typology of events.
Key players and organizational structures in events.
Current and future trends in event management.

2. Strategy and Event Planning

Strategic analysis in the event industry.
Event design and planning.
Project planning methodologies (PMI, Agile, Lean).
Management of stakeholders and sponsors.
Analysis of feasibility and profitability of events.

3. Operations and Logistics in Events

Planning and logistical management of events.
Design and assembly of temporary infrastructure.
Management of human resources in events.
Coordination of services and suppliers.
Strategies for mitigating operational risks.

4. Customer Experience Management

Design of memorable experiences.
Customer service and loyalty.
Complaint management and conflict resolution.
Consumer psychology in events.
Using technologies to improve the customer experience.

III. Innovation and Technology in Events

1. Digital Transformation in the Events Industry

Impact of technology on event planning and execution.
Digital tools for event management.
Digital marketing and social media in events.
Hybrid and virtual events: trends and challenges.

2. Innovation and Creativity in Events

Techniques and methodologies for innovation.
Creativity in event conceptualization.
Design of interactive and multisensory experiences.
Application of virtual and augmented reality in events.

3. Big Data and Analytics in Events

Data analysis for strategic decision making.
Measuring ROI in events.
CRM tools and their application in events.
Personalization of events through the use of data.

IV. Sustainability and Ethics in Event Management

1. Sustainability in the Event Industry

Sustainability concepts and principles.
Sustainable event design.
Strategies to reduce the carbon footprint in events.
Sustainability certifications and regulations.

2. Corporate Social Responsibility in Events

Social and economic impact of events.
Inclusion and diversity in event planning.
Corporate reputation management and business ethics.
Case studies of socially responsible events.

V. Leadership and Organizational Development

1. Strategic Leadership

Leadership theories and styles.
Development of effective leadership skills.
Change management in event organizations.
Coaching and mentoring for event leaders.

2. Organizational Culture and Talent Management

Design and development of organizational culture.
Talent management and retention strategies.
Training and development of high-performance teams.
Managing diversity in event teams.

VI. International and Global Competencies

1. International Event Management

Cultural differences in event management.
International standards and regulations.
Multicultural event management.
International logistics and customs.

2. Negotiation and International Communication

Advanced negotiation techniques.
Intercultural communication and conflict resolution.
Management of international relations and strategic alliances.
Protocol and etiquette in international events.

VII. Final Project and Professional Internships

1. MBA Final Project

Development of a business plan for an event company.
Research and analysis of a practical case in the events industry.
Implementation of innovative strategies for a real event.
Presentation and defense of the project before an evaluation committee.

2. Professional Internships

Integration into national or international event companies.
Development of professional skills in a real environment.
Continuous evaluation and feedback during the internships.
Practice report and final evaluation.

VIII. Specialized Seminars and Workshops

1. Seminars on Trends and New Technologies

Workshops on new digital tools for events.
Seminars to update industry trends.
Conferences with experts from the events sector.

2. Soft Skills Development Workshops

Workshops on effective communication and presentation.
Training in crisis management and decision making.
Development of negotiation and persuasion skills.