General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: Second term

Credits: 4

Teaching staff: 

Luz Fernandez Del Rey

Teaching languages

The subject will be taught in Catalan with the intensive use of readings, videos, and other materials in English, so that the proportion of languages ​​would be as follows:

Catalan 80%

20% English

Students will be able to use Spanish in their exhibitions and presented works.


Basic skills
  • CB2. That students know how to apply their knowledge to their work or vocation in a professional way and possess the skills that are usually demonstrated through the elaboration and defense of arguments and the resolution of problems within their area of ​​study. .

  • CB3. That students have the ability to gather and interpret relevant data (usually within their area of ​​study) to make judgments that include reflection on relevant social, scientific, or ethical issues.

  • CB4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.

Specific skills
  • CE2. Apply the principles of marketing and market research

  • CE5. Recognize the particularities of marketing activity in sectors of activity with specific characteristics.

  • CE13. Identify the basic tools of e-Marketing.

General competencies
  • CG1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.

  • CG2. Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking.

  • CG3. Integrate the values ​​of social justice, equality between men and women, equal opportunities for all and especially for people with disabilities, so that the studies of Marketing and Digital Communities contribute to training citizens for a a just, democratic society based on a culture of dialogue and peace.

Transversal competences
  • CT5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.


Social and Event Marketing is becoming more and more important in every marketing strategy. Brands strive, on the one hand, to transmit more socially responsible marketing messages, in line with market trends in defense of sustainability and healthy consumption habits. On the other hand, events are increasingly being used as a means of interacting directly with their customers, generating greater engagement and loyalty.

A practical methodology is deployed on how to organize an event, its phases, strategic and operational objectives, expected results and its forms of measurement.
The subject will also seek to update the participants in the main Apps that allow the dissemination and interaction with the participants in an event.


Learning outcomes

Design the marketing strategy through the use of advanced and innovative techniques, understanding and applying the specific elements of Marketing in the company to adapt the organization to the new environment of digital communities

Develop a practical methodology for organizing events.

Apply a sponsorship and patronage strategy that gives events a more social approach.

Working methodology


During the development of the subject the following teaching activities will be applied:


Theoretical sessions


MD1. Master class: Expository class sessions based on the teacher's explanation attended by all students enrolled in the subject.

MD3. Presentations in multimedia format


Guided learning

MD5. Seminars: Practical class with small working groups. These are sessions linked to the theoretical sessions of the subject that allow offering a practical perspective of the subject and in which the student's participation is key.

MD7. Case study: Dynamics that start from the study of a case, which serves to contextualize the student in a specific situation. The teacher can propose different activities, both individually and in groups, among his students.


Autonomous learning


MD11. Non-face-to-face tutoring: The student will have online resources such as e-mail and resources on the ESCSET intranet.


The classroom (physical or virtual) is a safe space, free of sexist, racist, homophobic, transphobic and discriminatory attitudes, either towards students or teachers. We trust that together we can create a safe space where we can make mistakes and learn without having to suffer the prejudices of others. 


Topic 1. The brand: Manage messages that create value and preference

  • What is a brand?
  • Brand personality and tone of communication
  • Event concept: events as a tool for interaction/notoriety/brand awareness.
  • Communication Plan
  • Trends

Topic 2: Introduction to the Organization of events

  • Brief history
  • Motivation to make an event and typologies
  • X-ray of the sector
  • Trends in events.

Topic 3: Before the event, creation of the briefing

  • Brand presentation
  • Target audience
  • Definition of objectives
  • Description of the type of event
  • Budget and timing.

Topic 4: Conceptual creation of the event through creativity techniques

  • Contextualization: socio-economic factors
  • Target Audience: Empathy Map
  • Brainstorming: carrying out a creativity session for the generation of ideas
  • Final creative proposal: type of event
  • Operational definition: Pre-Durant-Post key actions

Topic 5: Legal and financial evaluation for the viability of the event

  • Legal requirements applied to events
  • Financial control in event management
  • Location criteria
  • Calendar
  • Sponsorship Plan
  • Co-branding

Topic 6: Event communication plan

  • Transmedia communication plan
  • Ambaixadors

Topic 7: Action plan

  • Supplier Management
  • Preproduction, timing, training of workers
  • Planning the assembly and disassembly of the event, organization and responsibilities
  • Results, balance sheet and ROI calculation

Learning activities

AF1. Theoretical sessions

AF2. Seminars

AF3. Work in group

AF4. Individual work

AF5. Personal study

AF7. Face-to-face tutorials

Evaluation system

The subject will be eminently practical, for this reason its evaluation system reflects this purpose.

The continuous evaluation system will be followed and will include the following actions:

  •  The individual development of a case study of a real event.
  • The development of a group project to apply the event organization methodology studied in the classroom
  •  A validation exam of the contents worked on


Summarizing the weight of each activity would be:

SE1. Participation in the activities proposed in the classroom 10%

SE2. Individual and group work 40%

SE3. Exposures: 10%

SE4. Final exam 40%

It is essential to pass all parts of the assessment with a grade of 5 to pass the course.

Only the final exam can be recovered and not the parts of the continuous assessment. The student who does not appear for the final exam will not be able to take the make-up exam.




Barry, Siskind (2007). Marketing of events: Key strategies for trade fairs, presentations, conferences and other events. Deusto ediciones.

Cabero Soto, Luisa Cristina (2012). Organization of meetings and events. Ediciones Paraninfo.

Cuadrado Esclapez, Carmen and Rodriguez Cuadrado Ruth (2015) The ABC in the organization of events. FC editorial

De la Serna Ramos, María and Escudero López-Cepero, Marta (2017). Guide to organizing congresses, fair events and exhibitions (Ceremonial and Protocol). Ed. synthesis

Panizo Alonso, Julio and Jiménez-Morales, Mónica (2017). Events and protocols: the strategic management of corporate and institutional events. UOC Publishing.


Gisbert, Paco (2015). 50 Sports events. Grijalbo.

Barranco Saiz, Francisco Javier (2005). Corporate social marketing: The social action of the company. Pyramid.