Estudia

• 2G- Saber aplicar els coneixements apresos a l'aula, en el seu treball, amb una marcada capacitat d'adaptació a noves situacions
• 3G- Saber elaborar i defensar arguments i resoldre problemes dins de l'àrea d'estudi, convertint un problema empíric en un objectiu d'investigació i plantejar conclusions
• 4G- Tenir la capacitat de reunir i interpretar dades rellevants per poder emetre judicis que incloguin una reflexió sobre temes rellevants de tipus econòmic, social, científic o ètic
• 8G- Ser hàbil en la comunicació i en les relacions interpersonals, utilitzant i seleccionant les tecnologies de la informació i la comunicació més adequades a cada situació
• 9G- Dissenyar propostes creatives, tenir iniciativa i esperit emprenedor crític i lògic
• 1E- Analitzar el funcionament, gestió i control de les diferents àrees funcionals de l'empresa i els instruments d'anàlisi
• 2E- Comprendre els processos i les funcionalitats d'un sistema de suport per a la presa de decisions, identificant els diferents conceptes i instruments del màrqueting
• 3E- Analitzar la demanda i els criteris de segmentació, diagnosticant els determinants interns i externs del comportament del consumidor i dels compradors industrials

1. Module. The Experience Economy Why events have become one of the most powerful tools for creating attention, emotion, engagement, and memorable brand experiences. AI & Business Applications: How AI is transforming audience insights, personalization, and event discovery.

2. Module. The Evolution of Event Marketing From trade fairs and product demonstrations to immersive, hybrid, and experience-driven marketing strategies. AI & Business Applications: Technology, automation, and AI-driven event innovation.

3. Module. Designing Events with Strategic Purpose Aligning event objectives with business goals, customer journeys, brand positioning, and measurable outcomes. AI & Business Applications: AI-assisted planning, audience segmentation, and predictive event design.

4. Module. Choosing the Right Event Format Understanding corporate, cultural, social, digital, and hybrid events and selecting the right format for strategic objectives. AI & Business Applications: Personalized event experiences and adaptive event formats.

5. Module. Sponsorships, Partnerships & Brand Alliances Building strategic collaborations that create value, strengthen brands, and extend event impact. AI & Business Applications: Data-driven sponsorship evaluation and partnership optimization.

6. Module. Digital Amplification & Event Content Transforming events into content engines through social media, livestreaming, community engagement, and digital storytelling. AI & Business Applications: AI-generated content, social listening, and automated content distribution.

7. Module. The Future of Event Marketing Exploring emerging trends, sustainability, ethics, data intelligence, immersive technologies, and the future role of events. AI & Business Applications: AI agents, predictive engagement, and next-generation event ecosystems.

8. Module. Event Promotion, Advertising & Performance Marketing Designing and executing event marketing campaigns using digital advertising, audience targeting, retargeting strategies, conversion funnels, and performance measurement.

• Cuevas Gutiérrez Christina (2019). Eventos Inteligentes. Circulo Rojo.
• Getz, Donald & Page, Stephen J. (2024). Event Studies: Theory, Research and Policy for Planned Events (5th Edition). London: Routledge..
• Kotler, Philip; Kartajaya, Hermawan; Setiawan, Iwan (2021) (2021). Marketing 5.0: Technology for Humanity. Hoboken, NJ: : Wiley..
• Pine II, B. Joseph & Gilmore, James H. (2019). The Experience Economy: Competing for Customer Time, Attention and Money . Boston: Harvard Business Review Press..
• Prestion Chris, Hoyle Leonard H. Jr. (2019). Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Exposition. John Wiley & Sons.
• Allen, Johnny; O'Toole, William; Harris, Robert; McDonnell, Ian (2022). Festival and Special Event Management ( (8th Edition). Milton: Wiley.
• Cialdini, Robert B. (2021). Influence: The Psychology of Persuasion (Revised Edition). New York: Harper Business.
• Kotler Philip Dr (2022). Marketing Management (16th Edition). Harlow: Pearson.
• Klaric Jürgen (2018). Vende a la mente, no a la gente: Neuroventas. La ciencia de vender más hablando menos. Planeta.
• Lindstrom Martin (2010). Buy-ology, Truht and Lies About Why We Buy. Random House.
• Masterman, Guy (2014). Strategic Sports Event Management . London: Routledge.
• Ramsoy Thomas Z. Dr. (2015). Introduction to Neuromarketing & Consumer Neuroscience.. Neurons Inc;.

Activitats d'avaluació:

Student performance will be assessed through the aforementioned evaluation elements.

CONTINUOUS REGULAR ASSESSMENT:

Student performance will be assessed through the resolution of cases, exercises, and assignments completed during the semester by:

• Case studies, exercises, completion of practical assignments, and in-class quizzes (100% of the grade).

To pass the continuous regular assessment, a minimum grade of five (5.00) is required in the weighted average of all grades.

SINGLE REGULAR ASSESSMENT:

Student performance will be assessed through the resolution of cases, exercises, and assignments completed during the semester. For this assessment, the student must submit all work in a single document and in a single submission.

To pass the single ordinary assessment, a minimum grade of five (5.00) is required on the final grade of the submitted work.

EXTRAORDINARY ASSESSMENT:

Students who do not pass the continuous ordinary assessment must complete a theoretical-practical project that will be assessed on all course content and will account for 100% of their final grade.

Criteris específics de la nota «No Presentat»:
According to the regulations of the University of Girona:
The qualification of "Not Presented" exhausts the qualification call for the purposes provided for in the regulations for Permanence and progression in undergraduate studies of the University of Girona.

Avaluació única:
A single assessment may be requested for one or more subjects when the interested party believes they cannot undergo continuous assessment due to:

b1. Irresistible work conflicts (external internships are not considered).
b2. Long-term health problems.
b3. Serious family reasons.
b4. Significant academic difficulties preventing them from following the continuous assessment of subjects they have not passed and are enrolled in for the second or subsequent exam period.

Interested students must submit their request through the online registrar's office, attaching the relevant documentation. The deadlines are as follows:
First semester subjects: September 28, 2026
Second semester subjects: February 11, 2027

SINGLE ORDINARY ASSESSMENT:

The student's performance in solving cases, exercises, and assignments completed during the semester will be assessed.

To pass the single ordinary assessment, a minimum grade of 5.00 is required on the final grade of the submitted work.

EXTRAORDINARY ASSESSMENT:

Students who do not pass the continuous ordinary assessment must complete a theoretical-practical project that will be assessed on all course content and will account for 100% of their final grade.

Requisits mínims per aprovar:
Minimum requirements to pass: a grade of at least 5.00 points

The tutorials are presented online synchronously and are carried out at Espai coEUM Despatx de Turisme/empresa c/ Consell de Cent, 143. 08015 Barcelona

Communication and interaction with students is carried out over a period of two years with the possible provisions of the educational structures and normative standards of the school, and the functions of the requirements for the specific situation: classrooms, Moodle, email, video conferencing

CURIOSITY and prior knowledge of fluent English are required.


Soft Skills; Gender Perspective and Sustainable Development Goals

The topics in which the acquisition of social skills (soft skills) has been developed are listed in the Soft Skills Table. The training activities that include a gender perspective and parts of the syllabus of particular relevance to the gender perspective are compiled in the Gender Perspective Table. The topics addressing the Sustainable Development Goals are collected in the corresponding SDG Table.

| # | Soft Skill | Topics |
| -- | ----------------------------------- | -------------- |
| 1 | Resilience | Topics 2, 4, 5 |
| 2 | Critical Thinking | Topics 1–8 |
| 3 | Commitment | Topics 1–8 |
| 4 | Integrity | Topics 1–8 |
| 5 | Empathy | Topics 1–8 |
| 6 | Teamwork | Topics 2–8 |
| 7 | Growth Mindset | Topics 1–6 |
| 8 | Continuous and Independent Learning | Topics 1–8 |
| 9 | Communication | Topics 1–8 |
| 10 | Creativity and Innovation | Topics 1–8 |
| 11 | Data Analysis | Topics 3, 7, 8 |
| 12 | Digital Skills | Topics 7, 8 |
| 13 | Courtesy | Topics 2–8 |
| 14 | Flexibility | Topics 1–8 |
| 15 | Professionalism | Topics 1–8 |
| 16 | Responsibility | Topics 1–8 |
| 17 | Work Attitude | Topics 1–8 |
| 18 | Confidence | Topics 1–8 |
| 19 | Leadership | Topics 4–8 |
| 20 | Professional Ethics | Topics 1–8 |
| 21 | Conflict Resolution | Topics 4–8 |
| 22 | Problem Solving | Topics 2–8 |
| 23 | Negotiation | Topics 2–8 |


List of the 23 Soft Skills (translated summaries)
Resilience: Ability to adapt to adverse situations with strength, patience, and calm.
Critical Thinking: Objective analysis and investigation to solve problems and make decisions.
Commitment: Dedication to fulfill assumed obligations with motivation and productivity.
Integrity: Honest behavior and fair decision-making.
Empathy: Ability to understand others' emotions in specific situations.
Teamwork: Working jointly with others toward a shared goal.
Growth Mindset: Willingness to face new challenges with a forward-looking approach.
Continuous and Independent Learning: Ongoing self-driven learning, especially regarding new technologies.
Communication: Clear oral and written expression of ideas, including public speaking.
Creativity and Innovation: Generating new ideas and original solutions.
Data Analysis: Using data to identify opportunities and make decisions.
Digital Skills: Quickly learning new technologies and digital tools.
Courtesy: Behavior rooted in respect and good manners.
Flexibility: Quick adaptation to change and ongoing training.
Professionalism: Skillful, honest, and efficient job performance.
Responsibility: Making decisions consciously and being accountable.
Work Attitude: Diligence, loyalty, punctuality, initiative, and motivation.
Confidence: Inspiring trust in undertaking difficult actions.
Leadership: Inspiring others to work enthusiastically toward shared goals.
Professional Ethics: Acting according to professional values and responsibilities.
Conflict Resolution: Mediating disputes and achieving mutually acceptable solutions.
Problem Solving: Quickly identifying causes of problems and implementing solutions.
Negotiation: Reaching agreements through discussion and compromise.


Gender Perspective Table
Training Activities That Include the Gender Perspective

| Training Activity | Gender Perspective Approach

| Lectures | All classroom activities align with gender perspective competence. The course is designed to show students how competitive market environments are shaped, focusing on recent developments including diversity, environmental protection, and gender perspective. |
| Case Analysis | Based on respect
| Monographic Work | Based on respect
| Assessment Test | Based on respect

Syllabus Sections Relevant to Gender Perspective

| Syllabus Section | Gender Perspective Exposure
| 3. The evolution of Event Marketing | Gender equality among all stakeholder groups (e.g. LGBTQIA+ events, Gay Pride, Kings and Queens League) |
| 6. Sponsorship and Cause-Related Event Marketing | Gender equality among all stakeholder groups (e.g. LGBTQIA+ events, Gay Pride, Kings and Queens League) |
| 7. Different Types of Events | Gender equality among all stakeholder groups (e.g. LGBTQIA+ events, Gay Pride, Kings and Queens League) |


Sustainable Development Goals (SDG) Table

| # | Goal | Topics |
| -- | --------------------------------------- | ---------- |
| 1 | No Poverty | Topics 1–8 |
| 2 | Zero Hunger | Topics 1–8 |
| 3 | Good Health and Well-being | Topics 1–8 |
| 4 | Quality Education | Topics 1–8 |
| 5 | Gender Equality | Topics 1–8 |
| 6 | Clean Water and Sanitation | Topics 1–8 |
| 7 | Affordable and Clean Energy | Topics 1–8 |
| 8 | Decent Work and Economic Growth | Topics 1–8 |
| 9 | Industry, Innovation and Infrastructure | Topics 1–8 |
| 10 | Reduced Inequalities | Topics 1–8 |
| 11 | Sustainable Cities and Communities | Topics 1–8 |
| 12 | Responsible Consumption and Production | Topics 1–8 |
| 13 | Climate Action | Topics 1–8 |
| 14 | Life Below Water | — |
| 15 | Life on Land | — |
| 16 | Peace, Justice and Strong Institutions | Topics 1–8 |
| 17 | Partnerships for the Goals | Topics 1–8 |


List of the 17 Sustainable Development Goals (summarized)
No Poverty: Eradicate poverty worldwide.
Zero Hunger: End hunger and promote sustainable agriculture.
Good Health and Well-being: Ensure healthy lives and promote well-being for all ages.
Quality Education: Provide inclusive and equitable quality education.
Gender Equality: Achieve gender equality and empower all women and girls.
Clean Water and Sanitation: Ensure availability and sustainable management of water and sanitation.
Affordable and Clean Energy: Ensure access to affordable, reliable, sustainable energy.
Decent Work and Economic Growth: Promote su