Master in Event Management, Protocol and Business Tourism
- October 2026
- 10 months
- Spanish
- Full Time
The Master in Event Management and Organization is a postgraduate programme that prepares you to design, produce and manage corporate, institutional and cultural events from a 360-degree perspective, covering everything from strategy and budgeting to production, protocol and results measurement.
You will learn to define brand objectives, create experiences that connect with audiences and justify the investment to clients or management committees. The programme has been developed in collaboration with active professionals from the MICE industry (Meetings, Incentives, Conferences & Exhibitions).
Upon completion, you will be prepared for positions such as Event Manager, Brand Experience Manager, Project Manager at MICE agencies, Event Marketing Manager, Public Relations Manager or Protocol Manager.
Is This Master’s Degree Right for You?
This master’s degree is designed for professionals who:
- Lead experiences that connect brands, companies and audiences.
- Coordinate national and international projects and manage teams.
- Develop brand positioning and engagement strategies.
- Lead event management departments or agencies.
- Are looking for practical, up-to-date training aligned with market demands.
Why Study Event Management and Organization?
The Master in Event Management and Organization prepares you to enter the MICE industry (Meetings, Incentives, Conferences & Exhibitions) and lead experiences that connect brands, companies and audiences around the world.
The programme combines a solid foundation in production and protocol with a contemporary perspective on how brands use events to communicate. It also gives you access to a growing industry: in 2025 alone, Barcelona hosted 1,992 meetings, attended by 684,000 delegates and generating an estimated economic impact of €1.24 billion.
This master’s degree prepares you to:
- Develop a strategic perspective to design and manage high-impact events.
- Analyse communication and marketing needs and propose tailored solutions.
- Manage projects from the initial concept through to final production.
- Apply protocol, communication and public relations tools.
- Manage teams, budgets and resources efficiently and creatively.
Why EAE Barcelona?
EAE Barcelona is a business school committed to driving professional growth through executive education connected to the realities of the business world. Our approach combines academic rigour, a global perspective, and a methodology designed to turn learning into real-world impact.
Programme structure
The study plan for the Master’s in Protocol and Event Management comprises 60 ECTS over 10 months. You will learn about event strategy and conceptualisation, marketing and communication, protocol and ceremonial procedures, production and logistics, and financial management. The programme also includes a Master’s Final Project in which you can apply everything you have learned to the events industry.
- Comprehensive event conceptualisation
- Clearly defining an event’s objectives
- Creating events with a distinctive identity
- Event planning and execution
- Event management and production
- End-to-end event management
- Management skills required by event planners and organisers
- Negotiation
- Event Marketing: Brand Building and Management
- Brand value
- Brand identity
- Storytelling and branding
- Branding strategies
- Online branding
- Event Communication: Social Media and Online Events
- Event communication
- The media: different types and how they work
- Creating an effective communication message
- Tools for working with the media
- Next-day headlines
- Communications agencies and in-house communications departments
- Crisis situations
- Performance measurement
- Social Media and Online Events
- Strategic and data intelligence
- Reputation, positioning and crisis management: reputation building, measurement and solutions
- Content, distribution channels and tools: social media, websites, blogs and management tools
- Paid Media: Social Ads, SEM, display advertising and an introduction to programmatic advertising
- Digital event communication: distributing and promoting an event through digital tools and streaming
Finance, Talent Management, Innovation and Creativity
Finance and Budgeting
- Developing and managing an event budget
- Financial statements: analytical review of a tourism and events company
- Variance analysis
- Investment decisions
Talent Management
- People management
- Communication
- Content, distribution channels and tools: social media, websites, blogs and management tools
- Defining objectives
- Creativity as a driver of innovation
- Emotional intelligence
- Motivation
Protocol, Public Relations and Institutional Relations
Corporate and Social Protocol
- Introduction to protocol
- Order of precedence and seating arrangements
- Courtesy and etiquette
- Scripts, programmes and written protocol
- Corporate protocol and its application to digital environments
Public Relations
- Disruptive events
- Charity events
- Event impact and media relations
- Presence at other events: sponsorships, trade fairs and conferences
- Digital PR: social media and online events
Institutional Relations
- Institutional relations: organisational framework, functions and tools
- Protocol: public, institutional and corporate events
- Stakeholder management: corporate strategy and institutional relations plan
Themed Events
- Music events
- Food and wine events
- Sporting events
- Wedding planning
- Conferences and symposiums
- Television and film events
- Fashion and beauty events
- Corporate events
Development of a project that applies what you have learned to a real-world case with a tangible business impact.
Degree
Upon completion of the programme, you will receive a triple qualification, an academic recognition that certifies your training and the skills you have acquired, endorsed by the three participating institutions.
- EAE Business School’s own Master’s Degree in Continuing Education in Event Management and Organization
- Ostelea – Tourism Management School’s own Master’s Degree in Continuing Education in Event Management and Organization
- Master’s Degree in Continuing Education in Event Management and Organization from the Universitat de Lleida (UdL)
Advanced Specializations
Boost your master’s degree. Define your path.
Advanced Specializations are certified tracks that allow you to personalize your master’s program and incorporate professional competencies that truly differentiate you in today’s market. Design a flexible master’s experience, connected to the most in-demand digital professions and strengthened by our partnership with Mobile World Capital Barcelona.
Choose between two focus areas:
Here, you define your path. Barcelona and Mobile World Capital amplify it.
Develop the leadership that the digital world demands: one that integrates technological agility, designs forward-looking strategies, and makes decisions with a positive impact. More than just skills, you will adopt the mindset that enables you to lead transformation—not just be part of it. It is the bridge from professional to industry-leading expert.
- IA & Machine Learning
- Innovation Strategy
- Project Management & Agile
- Data-Driven Business Analytics
- Emprendimiento
- ESG & Sustainability
Designed to deepen expertise in strategic areas and strengthen your technical profile. Become a go-to professional who solves the most complex industry challenges and makes a difference in high-impact projects.
- Digital Business Transformation
- International Markets
- Product Management
- Fintech
- Big Data Tools & Applications
- Business Analytics & Data Science
- DEI Strategy
- Marketing Digital Avanzado
merco
Our reputation has been recognised by merco through mercoTALENTO, mercoTALENTO UNIVERSITARIO, mercoRESPONSABILIDAD ESG and mercoEMPRESAS. These reputation monitors assess areas such as the ability to attract talent, perceptions among university students, commitment to sustainability and overall reputational excellence
Times Higher Education (THE)
Times Higher Education is one of the world’s leading references for evaluating higher education institutions. Its rankings recognise academic excellence, teaching quality, research, international outlook and the impact of universities and business schools.
Positive Impact Rating (PIR)
The Positive Impact Rating assesses business schools according to their contribution to society and sustainability, based on feedback from their students. This recognition highlights the institution’s commitment to positive impact, social responsibility and the development of leaders committed to a sustainable future.
Master in Event Management, Protocol and Business Tourism Career Opportunities
Develop the skills required to design, manage and lead high-impact events, opening the door to professional opportunities in a dynamic and constantly evolving industry.
Where our students work
Graduates build their careers in event and communication agencies, brand marketing departments, MICE agencies and companies such as Tripadvisor, Booking.com and Cabify.
Faculty
The faculty of the Master’s in Event Management in Barcelona comprises active professionals from the events industry, including agency directors, producers, institutional protocol managers and brand marketing specialists. Their experience in corporate, institutional and cultural events ensures that the content, tools and formats you work with reflect current industry practice.
Carlos Crehueras
Director of External Relations and Head of Institutional Relations and Corporate Events at Grupo Planeta.
Student support
The Master’s in Event Management combines a practical methodology and personalised support with production workshops and simulations, masterclasses led by events industry professionals and guidance from the Career Development department to help you define your professional profile.
Admissions process
Requirements
General admission regulations and procedures
The regulations and procedures governing admission to UdL master's programmes are detailed in the following link:
More information
Admission criteria and procedures for the programme
The general admission requirements and procedures for this University Master's degree are established in the Regulations on access, admission, and enrolment for university master's programmes at the EAE Barcelona University Centre:
More information
Criteria for credit recognition and transfer
The regulations and procedures governing the recognition and transfer of credits for UdL master's programmes are detailed in the following link:
More information
Financial Aid and Scholarships
At EAE Business School, we believe in talent and want to help you achieve your goals. That is why we offer different types of scholarships for students who demonstrate excellence, leadership, and commitment.
Preguntas frecuentes del Máster en Dirección y Organización de Eventos
A Master’s Degree in Event Management is a postgraduate programme that prepares professionals to plan, produce and manage corporate, institutional, cultural and sporting events. It covers event conceptualisation, budgeting, production, protocol and communication, as well as post-event performance measurement.
A master’s degree in protocol focuses on the rules governing official, institutional and ceremonial events. This programme includes training in these areas but integrates it into a broader perspective encompassing brand strategy, production, budgeting and event marketing. Protocol is one component of the programme rather than its central focus.
MICE stands for Meetings, Incentives, Conferences & Exhibitions. It is the business tourism segment encompassing meetings, incentive travel, conferences and trade fairs. This is the professional field in which many of the largest-budget events take place and an area on which the programme focuses a significant part of its training.
No. The programme is designed to build a solid foundation from the outset before progressing towards management skills. It is therefore suitable for both recent graduates and professionals from marketing, communication, tourism or hospitality backgrounds.
You will receive a triple qualification: a Master’s Degree in Continuing Education in Event Management and Organization from EAE Business School, the same qualification from Ostelea – Tourism Management School, and a Master’s Degree in Continuing Education from the Universitat de Lleida (UdL).
The programme covers the formats currently demanded by the market: conferences and conventions, corporate and business events, brand activations and consumer experiences, institutional and protocol events, and cultural and sporting events. Each format involves different production, budgeting and protocol requirements.
The master’s degree is taught in Spanish, in a full-time, on-campus format at the Barcelona campus. It lasts 10 months and begins in October 2026. The face-to-face format enables students to engage with Barcelona’s events ecosystem through visits, workshops and direct contact with industry professionals.
Graduates can progress into event management and leadership positions at agencies, brands, venues and institutions. Potential roles include Event Manager, Brand Experience Manager, Project Manager at a MICE agency, Event Marketing Manager, Public Relations and Protocol Manager, or Event Content and Production Specialist.
