Master in Event Organization

Program Overview

The Master in Event Organization and Business Tourism is a 9-month, in-person program that focuses on providing a comprehensive understanding of the event industry and business tourism. It equips students with the skills and knowledge to manage various types of events, with a particular emphasis on strategic management, budget management, marketing and communication, logistics, operations, and digitalization. Graduates are prepared for leadership roles in the event organization and business tourism industry, including management positions and entrepreneurial endeavors.

Program Outline

Degree Overview:

The Master in Event Organization and Business Tourism is a 9-month, 100% in-person program offered by IQS Executive Education. It is ranked among the top 5 specialized tourism masters in Spain according to the El Mundo 2021 ranking. The program focuses on providing a comprehensive understanding of the event industry and business tourism, equipping students with the skills and knowledge to manage various types of events, with a particular emphasis on strategic management, budget management, marketing and communication, logistics, operations, and digitalization.

Objectives:

• Develop a comprehensive understanding of the event industry.
• Expand knowledge in marketing and strategic management within the event organization and business tourism sector.
• Enhance strategic decision-making and leadership skills, fostering empathy with clients and team members.
• Strengthen innovative and entrepreneurial spirit.
• Grow professionally in a global economy and a sector experiencing worldwide growth.
• Execute a project related to event organization, from conception to implementation.
• Visit leading companies in the sector, as well as major trade shows and innovative events.
• Participate in Events Managers Forum, periodic meetings with industry leaders in event organization.

Outline:

The program is structured into the following modules:

Introduction to the Event Industry:

• The pre and post-COVID-19 impact on events
• Digitalization
• The importance of communication in events
• The phenomenon of communication through social networks and influencers

Strategy for Event Design:

• "New forms of trade shows" in the present
• New elements in all types of events
• Protocols in venues: execution and implications

Operations and Logistics Management in Events:

• Hybrid events
• Operations in events in the post-COVID-19 era
• The importance of the virtual and digital in events
• Managing uncertainty.
New forms of relationships and contracts

Strategic Management:

• Disruptive digital marketing in the new era of the sector
• New elements of digital marketing in these new times
• How to adapt digital marketing to the new needs of customers

Marketing for Event Design:

• Design thinking in the post-COVID-19 era
• New experiences in new post-coronavirus events
• The humanization of events.
The person is at the center of the event.
• Eminently experiential and immersive events.

Finance:

• Financial management in the post-coronavirus era
• Risk management in events
• Contractual and economic management with suppliers and clients after COVID-19

Human Capital and Organization Management:

• Team management in times of crisis
• Managing doubt/certainty in the post-COVID era
• Leadership in the face of new challenges and new business situations
• Health and safety protocols.

Teaching:

• The program utilizes a practical and experiential approach, incorporating real-world cases and activities.
• The faculty consists of experienced professionals in the event organization and business tourism sector, providing practical insights and operational knowledge.
• The program includes technical visits to major events and companies, as well as the opportunity for professional internships in related businesses.
• The program emphasizes the development of leadership and management skills, fostering a relational and supportive learning environment.

Careers:

• The program prepares students for leadership roles in the event organization and business tourism industry.
• Graduates are equipped to manage various types of events, including conferences, conventions, incentives, trade shows, and other events.
• The program provides a strong foundation for career advancement within the sector, with opportunities for management positions in event agencies, hotels, and other related businesses.
• The program is designed to be compatible with professional work schedules.
• The program is offered in Spanish.