Master in Life-long learning in Institutional Relations, Events and Protocol Management - Events Management

It is aimed at current or future professionals in institutional relations, events and protocol who seek to train and at the same time expand contacts thanks to the professors and speakers, all active professionals, and to visits to institutions and companies, both national and international , which take place during the course.

Module 1. Introduction to public relations and its connection to the management of strategic events (2 ECTS)

1. Theoretical framework of public relations, institutional relations, events and protocol.

2. Formalizing relations between institutional opinion leaders.

3. Activities, links and social sphere.

Module 2. Regulatory framework of protocol and events (4 ECTS)

The legal system and application to the protocol. Protocol regulations:

1. Articles of the Spanish Constitution.

2. Articles of the Statute of Autonomy of Catalonia.

3. Royal Decree 2099/1983, of August 4th, approving the general system of precedence in the State.

4. Decree 189/1981, of July 2nd, establishing the Protocol and Ceremonial standards in the remit of the Generalitat de Catalunya.

5. Act 13/2008, of November 5th, on the presidency of the Generalitat and the Government of Catalonia (third repealing provision: repeal of Decree 256/2004).

6. The symbolism of the state: the flag and the anthem.

The figure of the host.

Event classification:

1. Official public events.

2. Unofficial public events.

3. Private events.

Module 3. Fields of specialization in event management (12 ECTS)

Official event management:

1. Conceptualization of the Protocol as a tool for Institutional Relations.

2. Host.

3. Presidencies.

4. Invitations.

5. The order of parliaments.

6. Treatments.

7. Institutional gifts.

8. Techniques for organizing regular official events: hearings and receptions, groundbreaking ceremonies, inaugurations, award ceremonies, signing of agreements, in addition to others.

9. Analysis of case studies by their managers.

Business or corporate event management:

1. Needs and strategy in the organization of business events.

2. Similarities and differences between official events.

3. Presidency and its possible transfer to an authority.

4. Precedence of business positions.

5. Guest of honor.

6. Possible arrangements of the guests.

7. Precedents of union and employer representatives.

8. Gifts.

9. Techniques for organizing regular business events: high-level meetings, business forums, meals, general shareholders' meetings, inaugurations of headquarters and buildings, signing of agreements, groundbreaking ceremonies.

10. Analysis of case studies by their managers.

Cultural event management:

1. Host and precedence of cultural institutions.

2. Greetings and salutations.

3. Inaugurations of cycles, seasons, shows and other events.

4. Music festivals.

5. Location of the authorities and guests of honor at the headquarters of the main spaces in which cultural events are held.

6. Rental of spaces for non-cultural events.

7. Practical sessions at the Gran Teatre del Liceu, the Auditori de Barcelona, the Sala Oval of the National Art Museum of Catalonia, the Palau de la Música Catalana and the Teatro Real in Madrid, in addition to others.

8. Analysis of case studies by their managers.

Management of sporting events:

1. Regulations governing sporting events, according to each specialty.

2. Sports federations and their rules.

3. Top sports awards

4. Award ceremonies and correct use of official anthems.

5. Organization of sports competitions featuring public participation: races, sports marathons and other events.

6. Sponsorship of sporting events and their conditions.

7. Olympic protocol: invitations, accreditations, Olympic flag, Olympic flame, opening ceremony, award ceremony, closing ceremony.

8. Analysis of case studies by their managers.

MICE event management (Meetings, Incentives, Conferencing, Exhibitions): meeting tourism sector analysis:

1. Associative market.

2. Corporate market.

3. Government market.

4. Advice and planning.

5. Tasks of the Technical Secretary.

6. Tasks of the Scientific Secretary.

7. Tasks of the Exhibition Secretary.

8. Hiring services and logistics.

9. Services offered by travel agencies.

10. Trends in the congress market.

Module 4. Conceptualization, design, planning and production of events (8 ECTS)

Introduction to event production. Conceptualization of events: strategy and creativity.

The value of the message: turn it into an experience.

Celebration space as a strategy for an event (with practical visits to the spaces where major events are held).

The executive processes of event production:

1. Narrative.

2. Content work.

3. Scripts.

4. Steps and timing.

5. Program.

6. Budget control.

Use of public roads for holding events.

Effective invitations and communication materials connected with events:

1. Offline material: logo, basic stationery, invitations, envelopes, posters, brochures, programs, minutes, PPT presentations, badges and accreditations, merchandising, video…

2. Online materials: mailing, banners, newsletters, web, social media…

New technologies to serve events: current and future trends.

Comprehensive security at events.

Accessibility of people with disabilities to events.

Gastronomy, hospitality and tourism at the service of event management:

1. Gastronomy.

2. Choice of dishes.

3. Menu.

4. External meal service (catering).

5. Assembly, type and distribution of tables.

6. Oenology.

7. Choice of wines.

Recruitment of celebrities and brand ambassadors for events.

Module 5. Media relations with event management (6 ECTS)

Similarities and differences between institutional language and media language.

Introduction to success or failure of communication.

The keys to the language of audio-visual media

1. Texts.

2. Audios.

3. Images.

4. Script.

5. How can we be attractive?

Case study: the keys to audio-visual media at an event.

1. How does a newsroom work?

2. Media relations.

3. Conflict of communicative interests.

   1. When do we go out to the media?

   2. The search for opportunities.

   3. Crisis management.

   4. Event coverage.

   5. Event retransmission.

Analysis of actions to reach the media:

1. Press communication.

2. Press release.

3. Press conference.

4. Press kit.

5. Informal contacts.

6. Other formulas.

The rights and duties of the media and the rights of viewers:

1. Veracity vs. truth.

2. The right to rectification.

3. Lawsuits and legal actions against the media.

Corporate and institutional press offices:

1. Organization and objectives.

2. The keys to its operation.

Audiences and consumption. Internet and social media, the fastest growing medium. The case of Instagram.

Module 6. Institutional relations: public diplomacy, corporate social responsibility, patronage, and event sponsorship (6 ECTS)

Diplomacy:

1. General considerations.

2. The Vienna Convention on Diplomatic Relations.

3. Diplomatic representations.

4. The Vienna Convention on Consular Relations.

5. Common communications.

6. Official visits and state visits

7. Representativeness.

Public diplomacy.

International institutional relations: effective relations, common events, and protocol in different cultures:

1. Arab world

2. Japan

3. China

4. United Kingdom

Corporate Social Responsibility.

How companies and consultancies manage public affairs.

Stakeholder strategy.

Event sponsorship and patronage:

1. Introduction.

2. Sponsorship management.

3. New platforms, the future of sponsorship.

4. Building of a brand territory: territory, culture and music festivals.

5. International sponsorship and the activation of digital sponsorship.

6. Tax sponsorship.

7. Patronage.

Module 7. Cross-cutting application tools (4 ECTS)

Oral expression:

1. Time management.

2. Speeches.

Protocol and etiquette:

1. Strategic management of personal image.

2. Gestures.

3. Etiquette in public and private events.

4. Table etiquette.

Trips and practical visits to institutions, companies and the media:

Catalonia

1. Montserrat Abbey.

2. Barcelona Auditorium.

3. Government Delegation in Catalonia.

4. FC Barcelona.

5. Fira de Barcelona.

6. Gran Teatre del Liceu.

7. Palace of the Government of Catalonia.

8. Palace of the Parliament of Catalonia.

9. Palau de la Música Catalana.

10. Sala Oval of the National Art Museum of Catalonia.

11. Televisió de Catalunya.

12. Other.

Madrid

1. Congress of Deputies.

2. Senate.

3. Royal Palace.

4. Royal Theater.

5. Other.

Brussels

1. European Parliament.

2. Council of Europe.

Rome

1. Vatican Secretary of State.

2. Embassy of Spain to the Holy See.

3. Headquarters of the FAO (Food and Agriculture Organization of the United Nations).

4. Headquarters of the Sovereign and Military Order of Malta.

Module 8. Master degree thesis (12 ECTS)

The master's degree thesis is based on the learning-by-doing training method, which, within the framework of the European Higher Education Area (EHEA), facilitates harmony between the university and the business world in order to optimize student learning and facilitate their entry into the professional world.

At the start of the course, the master's degree management invites a company, entity or institution, which presents a real case that students, grouped in teams of up to 5 members, have to solve by applying the tools of institutional relations and the organization of a large event.

At the end of the course, each group has to present its proposal to the assessment panel, comprising representatives of the company, entity or institution that has made the assignment and by the directors of the master's degree and other professors.

In previous editions, the following have participated in the master's degree thesis, presenting a case for our students: AGBAR, Gran Teatre del Liceu, CAPSA (Central Lechera Asturiana - ATO), Carburos Metálicos, Intermon, ABERTIS, the Red Cross and the Government of Andorra.

Module 9. Elective courses

To meet each student's needs, the master's degree curriculum offers two options of elective courses, which the student must choose when enrolling:

1. Curricular internship (12 ECTS)

   1. For students who do not have experience in the sector, or who want to expand their experience in areas other than their own, the master's degree offers internships in sectors that may be of interest to them.

   2. These are internships directed and supervised by their own coordinator. The master's degree offers a personalized follow-up for each student in order that the internships they take are the ones that best suit their interests. You can find the agreements signed up to the current year on the master's degree website.

   3. To enroll in this elective course, the student will be asked to be available in order to follow the curricular practices correctly and, simultaneously, attend the master's degree sessions.

2. Individual project (12 ECTS)

For students with professional responsibilities preventing them from undertaking curricular internships, the master's degree offers the individual project. Students must present a project to improve the management of institutional relations, events or protocol of an entity, company or institution with which they have links. The project will be constantly advised and directed by the director of the master's degree.

The payment of the studies is made in installments and without any type of interest. The payment of the total price will be made as follows: a percentage at the time of enrollment, and a second and third installment in January and March.

To access the master degree and/or university specialization diplomas, you must hold an official Spanish university degree, or a degree from another country in the European Higher Education Area. These studies are also open to students with a degree issued by an education system outside the European Higher Education Area, who do not need to have it approved, provided that the level of training is equivalent to that of an official Spanish degree and that, in the country of origin, the degree gives access to graduate studies. However, admission does not in any case imply the convalidation of the degree or any other type of recognition beyond allowing the student to access master and graduate studies at the University. Furthermore, these courses are open to people who do not have a degree but who, due to their professional or personal background, are considered qualified to take them. In these cases, the degree they will obtain will be a university extension.

For any doubts or queries about the pre-enrollment or enrollment process, please contact the School's Student Information and Orientation Service.
[email protected]

External internships at companies and institutions are a key part of the learning process. Through them, students have direct contact with the professional world, where they will be able to apply the knowledge acquired at university. Internships provide the student with an overview of the communication and operating dynamics of the medium, company, or institution where they are gaining work experience. The School has agreements with upwards of 1,200 companies, where students are prepared to enter the working world.

Based on interviews with students, each academic year we establish new agreements for cooperation with companies and organizations directly related to the professional field of the master degree. The internship will be customized to the characteristics of each student, taking both academic aspects and availability into account.

• Discover the reality of working in the field of institutional relations, events and protocol.
• Apply the knowledge acquired in the master degree to real cases.
• Build a network of contacts in the sector.

• The master degree ensures that each student will be able to do an internship within a company in a position related to their sector.
• Each student will have an advisor who will ensure they comply with the internship's objectives and take full advantage of the experience.