General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: Second term

Credits: 4

Teaching staff: 

Judith Turrión Prats
Ester Hidalgo Pastor 

Teaching languages

  • Spanish

The subject will be taught in Spanish with the intensive use of readings, videos, and other materials in English, so that the proportion of languages ​​would be as follows:
Spanish 80%
English 20%
Students will be able to use Catalan in their exhibitions and works presented.


Basic skills
  • B2. 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. .

  • B4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.

Specific skills
  • E2. Apply the basics of marketing and market research.

  • E5. Recognize the particularities of marketing activity in sectors of activity with specific characteristics.

  • E13. Identify the basic tools of e-Marketing.


General competencies
  • G1. 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.

  • G2. Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking.

  • G3. 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
  • T5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.


Social and Event Marketing is becoming increasingly important in any marketing strategy. Brands strive on the one hand, to convey 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 course will also seek to update participants in the main apps that allow dissemination and interaction with 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 using Zoom: Lectures based on the teacher's explanation attended by all students enrolled in the subject.

MD3. Presentations: in multimedia format  

MD4. Video capsules: Resource in video format, which includes contents or demonstrations of the thematic axes of the subjects. These capsules are integrated into the structure of the subject and serve students to review as many times as necessary the ideas or proposals that the teacher needs to highlight in their classes.


Guided learning

MD5. Seminars: Practical class using Zoom with small work groups. These are sessions linked to the theoretical sessions of the subject that allow to offer a practical perspective of the subject and in which the participation of the student is key.

MD7. Case study: Dynamics that starts 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 their students.


Autonomous learning

MD11. Non-face-to-face tutorials: The student will have telematic resources such as e-mail and ESCSET intranet resources.


This subject has methodological and digital resources to make possible its continuity in non-contact mode in the case of being necessary for reasons related to the Covid-19. In this way, the achievement of the same knowledge and skills that are specified in this teaching plan will be ensured.

The Tecnocampus will make available to teachers and students the digital tools needed to carry out the course, as well as guides and recommendations that facilitate adaptation to the non-contact mode.


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 Event Organization

  • 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 using creativity techniques

  • Contextualization: socio-economic factors
  • Target audience: empathy map
  • Brainstorming: conducting a creativity session to generate ideas  
  • Final creative proposal: type of event 
  • Operational definition: Pre-Durant-Post key actions


Item 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


Item 6: Communication plan of the event

  • Transmedia communication plan
  • Ambassadors


Item 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 system of continuous evaluation 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 methodology of event organization studied in the classroom.
A validation exam of the individual research work and the group project.

Summarizing the weight of each activity would be:
SE1 Participation in activities proposed in the classroom 20%

SE3 Presentations 20%

SE2 Individual and group work 30%: 10 indiv. + 20 in groups (Gender perspective: the bibliography must include at least two documents made by women. In addition, among the brands invited to participate, two of them will be led by women).

SE4 Final exam 30%



Barry, Siskind (2007). Event marketing: Key strategies for trade shows, presentations, conferences and other events. Deusto editions.

Cabero Soto, Luisa Cristina (2012). Organization of meetings and events. Editions Auditorium.

Se De la Serna Ramos, María and Escudero López-Cepero, Marta (2017). Guide to the organization of conferences, trade fair events and exhibitions (Ceremonial and Protocol). Ed. Synthesis.

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


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

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