CETT - Barcelona School of Tourism, Hospitality and Gastronomy

Master in Business Tourism Management - Events Management Specialization

The Events Management specialization of the CETT-UB's Master's Degree in Tourism Business Management aims to improve your knowledge of creating, planning, and managing events for companies and institutions.

The master’s focuses on four profiles:

• Executives, managers, and professionals who hold business management positions: Professionals in the sector who need to update their knowledge and professional skills
• Entrepreneurs and business owners in the tourism sector: Chief Executive Officers (CEO) who need to update and improve their techniques and tools for the design of strategies that allow for proper management, positioning, and increased competitiveness
• Entrepreneurs: People interested in developing business projects in the tourism sector. Knowing the keys to business success, and its risks and deepen the management of the administration and management of companies.
• University graduates: People with a university degree and a minimum of two years of professional experience who wish to focus their careers and expand their professional contacts in the tourism business field.

The CETT-UB Master's Degree in Tourism Business Management is divided into two blocks. The first comprises a set of common subjects that lay the foundations of business leadership in the tourism sector. The second block allows specialization in business management through three areas, in this case, Events Management, which focuses on the planning, development and management of various types of events. Among them, are those associated with the MICE sector (Meetings, Incentives, Conferences, Exhibitions) and sporting and musical events. Through Experience Management or Operations Management, all this integrates innovative methodologies such as design thinking or meeting design.

How is the methodology of the Events Management specialization taught in English?

Our learning model is designed to facilitate your analysis and understanding of all aspects of business management through your active participation in classes, challenges and projects.

It is based on five pillars.

PBL

Thanks to Project-Based Learning (PBL), you will develop comprehensive projects that respond to specific existing problems in the tourism sector. Thus, working in a real context, you will acquire collaboration, problem-solving, and critical thinking skills.

Our students have already developed projects with the Diputació de Barcelona, the environmental protection association Trenca, and the event organization company Evento Plus.

CBL

This study system is based on Challenge-Based Learning (CBL). During the course, you will face real challenges posed by teachers and organizations that are part of the CETT-UB partner network.

Institutions such as La Roca Village, La Pedrera, Barcelona City Council, or the event #4YFN of the Mobile World Congress have contributed to the master's by posing challenges to be solved by our students.

Gamification

Gamification is a fun and friendly experiential learning method with which you will learn to solve complex problems in a given time. Gamification generates an environment in which there is no fear of error but the possibility of reaching goals and achieving objectives.

Our master focused on the direction and management of tourism companies and applied gamification through different software to solve cases by playing, such as Kahoot, Touristfy! or Socrative.

Design Thinking

Design thinking is a 100% user-oriented methodology to find solutions in a specific area or sector. This methodology will allow you to work on creativity providing innovative and disruptive solutions in a short time. This methodology that encourages your creativity and your ability to work in a team is implemented in various subjects of the Master, including core Marketing Management in Tourism Companies. In this subject, design thinking occupies a fundamental place for the approach and development of Marketing Plans, or in some speciality subjects such as Sustainable Experience Design, Web Design, or Experience Management.

Case Study

You will visit different companies and institutions in Barcelona in event management, the application of digital marketing, and sustainability. You will learn and apply concepts acquired from the presentation and exposure to real company situations presented in situ by their managers.

What objectives will you achieve with the Events Management?

The general objective of the Events Management specialization of the Master's Degree in Tourism Business Management of the CETT-UB is to provide you with the necessary tools to apply the following areas in all types of formats and events:

• Strategic management
• Economic and financial management
• Marketing and communication
• The execution and design of unique experiences

The specific objectives are:

• To possess a global and comprehensive vision from different management perspectives on creating, planning, and managing events, both internally and externally.
• Acquire the necessary tools to implement the generation of value in events and achieve their attendees' satisfaction and loyalty.
• Exploit the potential of the latest trends in events and their relationship with the tourism industry, among others, through the organization and management of major sporting and musical events. This scenario attracts millions of tourists annually.
• Apply the most innovative techniques in the planning, development, and management of events. All this to face new realities, especially in new formats such as virtual events or hybrid events, currently in full growth.
• To implement the appropriate mechanisms to incorporate competitiveness and sustainability criteria in tourism organizations and companies, consider the social and economic perspectives.

The principal competencies you will develop throughout the degree are:

• Apply the political, legal, and institutional framework that regulates companies and tourism activities and projects.
• Plan, coordinate, and control the organizational and service processes in all areas of an event.
• Manage the quality of tourism products and services, using the different tools, systems, and quality and environmental standards available.
• Design and implement commercial and communication strategies that respond to the new business opportunities emerging in the sector.
• Optimize the management of economic and financial resources of the tourism projects undertaken.
• Establish sustainable development strategies in tourism companies and destinations, with the incorporation of environmental variables.
• Identify, pose or solve a problem in a relevant and creative manner.
• Be business-oriented.
• Undertake innovative projects.
• Exercise leadership.
• Work in teams and multicultural environments.
• Develop the ability to adapt to change.
• Have an ethical commitment.

Professional areas

This specialization, with a practical and professional approach, will allow you to develop your career in the following work areas:

• Companies specialized in event management (EMC).
• Communication companies.
• Event organization departments in large corporations
• Public administration.
• Fairs, congresses, and conventions.
• Festivals of different types.
• Congresses, conferences, and seminars.
• Ceremonies and commemorations.
• Cultural institutions.
• Sports institutions.
• Musical institutions

Job opportunities

The main job opportunities in the field of events are:

• Managers of event management and production companies
• Professionals and entrepreneurs in the organization and management of events
• Consultants in event design, marketing, production, and communication strategies
• Specialists in the management and production of sporting, cultural, musical, or corporate events