Universitat Internacional de Catalunya
Event Management, Sponsorship and Protocol
Other languages of instruction: English, Spanish,
Introduction
Corporate events are a public relations strategy increasingly used by entities as they allow the personal relationship with customers, suppliers, and colleagues and to establish bound and experiences that last over time. In this workshop, you will learn to design, organize, and carry out various types of events and to solve the most common problems that arise in their development.
Pre-course requirements
No.
Objectives
- Know the particularities of events as a communication and marketing tool.
- Learn and apply the techniques of event organization.
- Acquire strategic skills for the design, management and planning of events
- Develop the processes involved in the planning of an event
- Know how to raise resources and funding in the organization of events
- Learn how to plan sustainable and safe events.
- Learn how to use AI as a support for the event planner and the specific software for the design of an event
Competences/Learning outcomes of the degree programme
- CN02 - Recognise the textual, graphic and audiovisual expressive and narrative resources used to create effective persuasive messages in advertising and public relations.
- CN03 - Identify the key stakeholders, departments and professional roles within advertising and public relations agencies, understanding their functions in the design and implementation of communication campaigns.
- CN05 - Recognise the principal artificial intelligence tools with applications in advertising, marketing and public relations.
- CN06 - Identify the main models and strategies used in institutional and crisis communication management within the field of public relations.
- CN07 - Identify emerging trends in digital communication, social media and interactive environments for planning advertising and public relations activities in digital and multi-platform contexts.
- CP01 - Work effectively in professional advertising and public relations teams, adapting to multidisciplinary and changing environments.Work effectively in professional teams involved in audiovisual production, adapting to multidisciplinary and changing environments.
- CP02 - Communicate persuasive arguments orally and in writing in Catalan, Spanish and English, demonstrating strong skills in summarising and memorisation.
- CP04 - Manage creative communication projects in advertising and public relations, optimising technical, material and time-related resources.
- CP06 - Manage an organisation's corporate image strategically within advertising and public relations, implementing actions to enhance and protect its intangible assets.
- CP08 - Manage corporate communication budgets and advertising and public relations campaigns, optimising resources and drawing on a broad understanding of the economic context and the advertising and public relations industry.
- HB04 - Design strategic communication and public relations plans that respond to the needs of organisations across different sectors.
- HB05 - Use advertising language and narrative techniques to develop persuasive messages for advertising and public relations campaigns.
- HB06 - Apply the stages of audiovisual production to the development of advertising and public relations campaigns across different media.
- HB12 - Use specialised English terminology in advertising and public relations.
Learning outcomes of the subject
Students will be able to:
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To design innovative public relations strategies for organisations across different sectors.
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To develop planning and leadership skills through event organisation and participation in press offices.
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To design strategic communication plans for organisations across different sectors, including internal communication.
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To recognise the procedures and protocols associated with sponsorship and patronage, as well as the steps involved in managing relationships among all stakeholders.
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To recognise the procedures and protocols involved in managing public affairs.
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To recognise the procedures and protocols involved in managing an organisation’s communication in situations of crisis and risk.
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To recognise the specific characteristics of different platforms and media in order to plan corporate communication and dissemination.
Syllabus
- Review of basic concepts
- Organization of events, design and planning
- Launching an event
- Resources needed to organize an event
- Software for the design and plan an event
- Services needed at events
- Sustainable events
- Safety
- Protocol
- Budget
- Evaluation of results
Bibliography and resources
Comunicar persuasivamente mediante el binomio RRPP-RS en la organización de eventos sostenibles. Una orientación innovadora hacia la Agenda 2030 para el Desarrollo Sostenible en la etapa de pospandemia, donde Barcelona es referencia mundial
Visual Review: International Visual Culture Review / Revista Internacional de Cultura Visual, ISSN-e 2695-9631, Vol. 14, Nº. 1, 2023 (Ejemplar dedicado a: Monograph: "Discourse control. Trends, topics, causes and effects"),
Manual de los cinco sentidos: guía para crear eventos sensoriales
Flávia Gomes-Franco e Silva. 2019, Redmarka. Revista de Marketing Aplicado
Actos y eventos sostenibles en las organizaciones más responsables de España. El seguimiento de los criterios de la ISO 20121 en los eventos de las empresas líderes en el ranking MERCO
Human Review, 2022
Estudio de Mercado 2023 High Touch.
Grupo Evento Plus
Innovar en los eventos: Experiencias mediadas con realidad virtual y video en 360
Bernad Conde, M. S. (2020) Sphera Publica, 1(20), pp. 141–159. Disponible en: https://sphera.ucam.edu/index.php/sphera-01/article/view/388