Program Overview
The Advanced Postgraduate Diploma in Business Tourism at Universidad Europea in Valencia provides students with the skills and knowledge to lead in the growing business tourism sector. Through a practical approach, including internships and real-world case studies, the program covers various aspects of business tourism, such as event management, incentives, and conference management. The program is taught in English and offers career opportunities in areas such as corporate event management, consulting, and tourism company management.
Program Outline
Degree Overview:
The Advanced Postgraduate Diploma in Business Tourism at Universidad Europea in Valencia is a 6-month program designed to equip students with the knowledge and skills needed to lead in the ever-growing tourism sector. The program focuses on and analyzes in detail the different types of business events, their main clients, and the entire ecosystem that turns business tourism into an economic and development driver for different destinations. The program emphasizes a practical approach to learning, with students spending time in companies within the tourism sector and working on real cases with leading experts in the industry.
Outline:
The program is structured into 9 modules, each covering a specific aspect of the business tourism industry:
- Module 1 - Context and evolution of business tourism (3 ECTS): Introduces the fundamental concepts of MICE tourism, its historical analysis, participant profiles, value chain elements, and challenges and opportunities in the post-COVID-19 context.
- Module 2 - Actual trends in corporate events (3 ECTS): Explores global business tourism trends, including bleisure, sustainability, and the Sustainable Development Goals (SDGs).
- Module 3 - Key stakeholders in meetings industry (3 ECTS): Analyzes the roles of Convention Bureaus, Conference Centers, Destination Management Companies (DMCs), Professional Congress Organizers (OPCs), INcore, Agencies, Bidding Processes, Competitions, and Economic Profitability.
- Module 4 - Corporate meetings management and protocol (5 ECTS): Focuses on corporate meetings, including types, corporate protocol, meeting design using the Canvas model, communication in corporate meetings, and associationism through organizations like MPI and ICCA.
- Module 5 - Incentives and motivation in the meetings industry (3 ECTS): Delves into incentives, including definitions, psychology and social psychology related to incentives, incentive designs, the impact of the COVID-19 pandemic on company-workforce relationships, and associationism through Idemice.
- Module 6 - Convention and conference management (3 ECTS): Examines conferences and congresses, including definitions, differentiation between academic conferences and those organized by associations, associationism in the MICE industry, and the role of Professional Congress Organizers (PCO).
- Module 8 - Transversal aspects in the meetings industry (4 ECTS): Addresses cross-cutting aspects, including event security, volunteering, sponsorships, multiculturalism in team management and attendee adaptation, technology in the post-COVID-19 era, and strategic suppliers like interpretation and translation services.
- Module 9 - Practical vision of meetings industry infrastructure (3 ECTS): Offers practical visits to relevant sector fairs and prominent venues in Valencia, allowing participants to apply their knowledge and establish key contacts in the MICE field.
Teaching:
The program utilizes a practical approach to learning, with students working on real cases and spending time in companies within the tourism sector. The program also features renowned speakers, including Rob Davidson, author of reference works in the business tourism sector and responsible for the trend report of the IBTM trade fair in Barcelona. Other speakers include presidents of leading associations in the sector (MPI, AEVEA, OPC, IDEMICE) and leaders in interrelated sectors like hotels, congress centers, fairs, DMCS, Convention Bureaus, and more.
Careers:
The program offers a wide range of professional opportunities in different areas of the business tourism sector, including:
- Director of corporate events
- Director of the events and communication department
- Consultant in areas related to marketing, events, sustainability, or management of tourism companies
- Consultant for companies
Other:
The program is taught entirely in English, ensuring an international focus and preparing students to excel in a globalized environment. This bilingual approach helps improve language skills and ensures a competitive advantage in the job market. The program is offered in Valencia, a key city for Spanish tourism and one of the most important countries worldwide in terms of tourism numbers.
