Event Management and Marketing

The CU uses a theoretical-practical apprLOch to ensure that students understand the fundamental concepts of event management and
marketing, while developing practical skills relevant to the job market.
TLM1 Theoretical-practical classes: These classes introduce fundamental concepts, such as strategic planning, logistics management and
event marketing. They are accompanied by practical examples and discussions of real cases, allowing students to consolidate theoretical
knowledge (LO1, LO2).
TLM2 Workshops: Workshops are focused on the application of digital tools, such as event management platforms, evaluation metrics and
digital marketing strategies, promoting practical experience (LO3, LO5).
TLM3 Case studies: Real events are presented for critical analysis, where students identify good practices, problems and solutions,
especially in areas such as sustainability and multicultural impact (LO3, LO4).
TLM4 Group work: Students develop collaborative projects that include the planning, marketing and evaluation of simulated events. This
methodology reinforces the practical application of concepts and the ability to work in a team (LO2, LO5).
TLM5 Expert Seminars: Industry guests share experiences on emerging trends such as hybrid events, experiential branding and success
metrics. These seminars encourage discussion and critical reflection (LO5, LO6).
TLM6 Analysis of articles and reports: Students explore academic literature and case studies, developing analytical and investigative skills
that enable them to integrate theory with practice (LO6).
These methodologies guarantee the integration of theoretical concepts and practical experiences, ensuring that students are prepared for
professional challenges in event management and marketing.

Learning Objectives (LO)
LO1 Define the fundamental concepts of event management and marketing and their strategic application
LO2 Plan events aligned with organizational goals and marketing campaigns
LO3 Evaluate and implement ethical and sustainable practices in event management
LO4 Create branding and communication strategies to maximize experiences
LO5 Use digital tools and metrics to promote, monitor and evaluate the impact of events
LO6 Analyze digital marketing and experiential branding trends in in-person, hybrid and digital events
Skills/Abilities/Aptitudes (S)
S1 Create event plans aligned with organizational objectives (LO2)
S2 Manage financial, logistical and human aspects of events (LO2)
S3 Apply good protocol and etiquette practices in multicultural contexts (LO4)
S4 Use technologies and metrics to promote and evaluate events (LO5)
S5 Create creative strategies for sustainable and innovative events (LO3, LO6)

Fundamentals of Event Management and Mk
1.1 Definition and typology of events
1.2 Importance of events as a strategic mk tool.
1.3 Sustainability and social responsibility in events
2 Event Planning and Organization
2.1 Defining objectives and target audiences
2.2 Financial, logistical and promotional planning
2.3 Audience segmentation and strategic positioning.
2.4 Branding and identity creation for events
2.5 Raising sponsorships and partnerships
3 Operational Management and Multiculturalism
3.1 Team coordination and technical resource management
3.2 Etiquette, protocol and cultural diversity
3.3 Pre and post-event communication strategies and digital marketing campaigns
4 Digital and Hybrid Events
4.1 Digital platforms and emerging technologies
4.2 Personalization and engagement in digital events
4.3 Digital analysis and metrics tools
5 Evaluation and Results
5.1 Performance indicators and success assessment
5.2 Disclosure of results to stakeholders

NAO