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Events Marketing and Management

Code: 43076
Credits: 9
2026/2027
Degree programme Type Course
Management and Organisation of Event Tourism OB 1

Contact lecturer

Name :
María José Aguar Martinez
Email :
mariajose.aguar@uab.cat

Teaching staff

Pere Nicolás Plans
Stefan Felix Hemmen Almazor
Santiago Tejedor Calvo
Manel Vinyals Corney

Teaching staff (external to UAB)

Montserrat Peñarroya
Joan Massanés
Alba Espejo
Rosa Garriga

Group languages

You can consult this information at the end of the document.

Prerequisites

There are no prerequisites

Objectives

1. Delve into the concepts and basic marketing tools applied to the organization of events

2. Analyze events as marketing and communication tools

3. Learn and apply the tools of economic management of events

4. Learn to prepare budgets, closing and balance of an event

5 Learn about civil liability coverage, contingencies and accidents related to the celebration of events

6. Analyze and learn about the role of sponsorship, the structure of a sponsorship plan and its legal considerations

7.- Learn the tools of analysis and application of the Return on Investment of an event

 
 

Learning outcomes

  1. Solve problems in new or little-known situations within broader (or multidisciplinary) contexts related to the field of study.
  2. Communicate and justify conclusions clearly and unambiguously to both specialist and non-specialist audiences.
  3. Apply basic marketing strategies when organising an event: segmentation, targeting, positioning, differentiation and innovation.
  4. Create marketing and online action plans.
  5. Work independently to deploy tools for attracting visitors and converting business contacts into clients.
  6. Master the techniques of sales communication.
  7. Pay attention to one's own communication traits (eye contact, voice, bearing, etc.) in the commercialisation of an event.
  8. Master the application of Return on Investment (ROI) and Return on Objectives (ROO) and the use of their respective measurement techniques.
  9. Display leadership and managerial skills.
  10. Apply the tools of verbal and non-verbal communication.
  11. Plan and organise venues and management interventions on the basis of critical analysis and synthesis.
  12. Acquire teamwork and leadership capacities.

Contents


1.-Economic management I/II/III


2,.Emotional intelligence and management styles

3.-Events marketing techniques I/II

4.-ROI and ROO

5.-Secure events

6.-Digital marketing I/II/III

7.-Economic impact of events and analysis of business tourist demand

8.-Sponsorship marketing plans

9.-Events and corporate communication I



 

Learning activities and methodology

Title Hours ECTS Learning outcomes
Classroom 36 1.44
Attendance events/activities classroom 15 0.6
Tutoring 15.5 0.62
Elaboration works 90 3.6
Resolution directed activities 35.5 1.42

The teaching methodology combines teachers’ lectures with the discussion and resolution of practical cases with students. Moreover, there are discussion sessions on topics which have been presented.The module evaluation exercice aims to set the knowledge developed during the Module.

1.-In-person

  • Teacher's lectures
  • Resolution / discussion of exercises and cases with students, in groups or individually
  • Discussions among students on previously read or explained topics
  • Tutoring sessions

2.- Outside the classroom work with tutored sessions

  • Case studies to work outside the classroom
  • Preparation of module evaluation exercise
Annotation: within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.

Assessment

Continuous assessment activities

Title Weight Hours ECTS Learning outcomes
Oral presentations 10% 7 0.28 2, 6, 7, 9, 10, 11, 12
Discussions-Forums 40% 6 0.24 1, 2, 6, 7, 9, 10, 11, 12
Written module evaluation test 50% 20 0.8 1, 2, 3, 4, 5, 6, 8

To successfully complete the Module, attendance is mandatory to at least 80% of the lectures

Continuous evaluation (attendance, graded observations): 25%

Graded coursework (individual or in-group): 25%

Written tests / module evaluation test: 50%


Thissubject entirely prohibits the use of AI technologies in all its activities. Any submitted work that contains content generated using AI will be considered academic dishonesty; the corresponding grade will be awarded a zero, withoutthe possibility of reassessment. In cases of greater infringement, more serious action may be taken.


Bibliography

Caro, J. L.; Luque, A. y Zayas, B. (2015). Nuevas tecnologías para la interpretación y promoción de los recursos turísticos culturales. Pasos Revista de Turismo y Patrimonio cultural, 13(4), 931-945. Disponible en https://goo.gl/Bc7SCQ

Godin, Set (2011): La vaca púrpura. Gestión 2000. Barcelona

Dwyer, L., Forsyth, P. And Dwyer, W. (2010), “Tourism Economics and policy”, Ed. Channel View Publications

Event Marketing Institute y Freeman XP (2015). The Viral Impact of Events: Extending & Amplifying Reach via Social Media. Disponible en https://goo.gl/is32BM

Fluvià, M., Rigall, R. i Saló, A. (2008), “Protocol d’avaluació de l’impacte econòmic d’esdeveniments i institucions culturals”, Departament de Cultura, Generalitat de Catalunya

Handley, Ann: Everybody writes-To Guide to Creating Ridiculously Good Content (2014). New Jersey, Wiley

Hamso, Elling (2010). \"La Metodología ROI de planificación y evaluación en reuniones y eventos.\" Los eventos: Funciones y tendencias. Bilbao: Estudios de Ocio. Deusto, 2010. 137-166. Impreso.

Kawsaki, Guy (2011): El arte de cautivar. Gestión 2000. Barcelona

Lenderman, Max (2008): Marketing experiencial: la revolución de las marcas. Esic. Madrid

Lenderman, M. (2008) Marketing Experiencial. La Revolución de las Marca. Madrid: Editorial ESIC.

Peñarroya, Montserrat (2020): Guía para crear tu plan de acción on line: 6 fáciles pasos para que tu

organización , por fin, crezca online… Barcelona, 3Isic

Peñarroya, Montserrat y Casas, Helena (2014): Com ser dels primers a Google sense pagar. Barcelona, UOC

Phillips, Jack J.,Myhill, M. y McDonough, James B.(2009) Proving the value of meetings and events. Birmingham, Ala.: ROI Institute, Inc., 2009. Impreso.

Phillips, Jack J., y Pulliam Phillips, P.(2008). Beyond learning objectives: develop measurable objectives that link to the bottom line. Birmingham, Ala.: ROI Institute, Inc., 2008.

Roberts, Kevin (2005): Lovemarks: el futuro más allá de las marcas. Empresa activa

Siskind, Barry (2007) Marketing de eventos: estrategias clave para ferias comerciales, presentaciones, conferencias y otros eventos Deusto. Barcelona.

Scolari, C. A. (2013). Narrativas transmedia. Cuando todos los medios cuentan. Barcelona: Deusto S.A. Ediciones.

Scolari, C. A. (2014). Narrativas transmedia: nuevas formas de comunicar en la era digital. Anuario AC/E de cultura digital, 71-81. Disponible en https://goo.gl/dovFgx

Scolari, C. A.; Fernández de Azcárate, S.; Garín, M. et al. (2012). Narrativas transmediáticas, convergencia audiovisual y nuevas estrategias de comunicación. Quaderns del CAC 38, 15(1), 79-89. Disponible en https://goo.gl/peYnDw

Vanneste, Maarten. Meeting architecture: a manifesto (2009). Turnhout: Meeting Support Institute, 2009. Impreso.

Villena López, Alejandro (2017) Eventos. Herramienta de comunicación y su valor en el Marketing. Sindéresis. Madrid

Software

Within the established calendar, 15 minutes of a class will be reserved for the students to complete the evaluation surveys

Course groups and languages

The information provided is provisional until November 30. After this date, you will be able to consult the language of each group through this link. To access the information, you will need to enter the course CODE

Type of teaching Group Language Semester Shift
(TEm) Theory (master) 1 Spanish first semester afternoon
(TEm) Theory (master) 2 Spanish first semester afternoon