General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: Second term

Credits: 4

Teaching staff: 

Luz Fernandez Del Rey
Alba Masafrets Cóppulo 

Teaching languages

  • Catalan
  • English

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 a subject that seeks to develop practical skills and theoretical knowledge to design, implement and evaluate marketing strategies in order to generate a positive impact on society and promote significant changes in the community.


Social and Event Marketing is becoming more and more important in any marketing strategy. Brands, on the one hand, strive to convey more socially responsible marketing messages, in line with market trends, to promote positive social changes, encouraging behaviors and attitudes beneficial to society. And, on the other hand, events are increasingly used as a channel and action to interact directly with target audiences, in order to generate greater engagement and loyalty.


Throughout the subject, a practical methodology is deployed on how to organize an event, with its phases, strategic and operational objectives, expected results and forms of measurement. We will explore the different types of events and their classification, as well as the different techniques and tools needed to be able to produce an event. We will also work on creative techniques to design an event that becomes a positive and relevant brand experience.



Topic 1: Introduction to the Organization of events

  1. Brief history
  2. Motivation to do an event
  3. Event concept and typologies
    • Official events
    • Business or corporate events
    • Cultural events
    • Sports events
    • MICE events (Meeting tourism)
  4. X-ray of the sector
  5. Trends in events.

Topic 2: Before the event, creation of the briefing

  1. Phases of the organization of the event
  2. What is an Event Briefing

Theme 3: Social marketing and brand activism:

1. What is the brand?

  • Brand personality
  • Brand value
  • Communication tone

2. Social marketing: Manage messages that create value and preference

3. Event as a communication tool. Brand experience.

Topic 4: Conceptual creation of the event through creativity techniques

1. Creative process of an event

2.Target audience: empathy map

3. Creativity for the generation of ideas:

  • Brainstorming
  • Inspiration Dashboard
  • scamper

4. Essential factors (Idea, thread, rhythm, surprise factor)

5. Sensory techniques (Visual, auditory, …..)

Topic 5: Production and organization of an event 

  1. Plan of the event. Stages of the process in the organization of the event.:
    • Strategic planning
    • Organization
    • Implementation. Production of the event
    • The ladder
    • Budget and Control of results
  2. New technologies at the service of events: current and future trends
  3. Gender perspective in the organization of events.


Topic 6: Communication plan

  1. Phases of the Communication plan for an event
  2. Key communication materials for an event (offline and online material): invitation, accreditation, communication within the space and post-event communication...  
  3. Strategy of a media plan
  4. Transmedia strategy applied to an event

Evaluation system

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

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

  • Carrying out different activities proposed in the classroom, including 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 content worked on.


Summarizing the weight of each activity would be:

SE1. Participation in the activities proposed in the classroom 40%

SE2. Final group work 20%

SE3. Exposures: 10%

SE4. Final exam 30%

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.




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

Fuente, Carlos (2005). Practical manual for organizing events. Editions Protocolo.

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

Soto, Francisco Javier. (2018). Corporate social marketing: strategies to create shared value. Ed. pyramid

Sánchez González, D. (2016). Event organization techniques. synthesis

Rossi, Andrew (Director). (2016). First Monday in May [Film]. Conde Nast Entertainment