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

Pre-enrollment open

FCRI M RelacionsInstitucionals
  • Modality
  • Languages
    Catalan, Spanish
  • Duration
    1 academic year
  • Credits
  • Date
    October 14, 2024
  • Shifts
    Late afternoon/Evening
  • Planning

    Wednesday and Thursday, from 6 to 9 p.m

  • Places
  • Location

    Blanquerna-URL - Plaça Joan Coromines. 08001 Barcelona

  • Faculty

    School of Communication and International Relations

Who is it for?

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.

Master degree taught with the support of


Great scope for professional growth

The extensive experience of the School's teaching staff and their permanent contact with professional practice have enabled us to constantly update the content of the course

Protocol and event organization techniques

The institutional, business and cultural reality

Legal framework, regulations and uses and customs of the organization of events

If you choose the master's degree in Institutional Relations, Events and Protocol Management at Blanquerna, you choose…

A guaranteed future career.

  • Comprehensive program intended for professional practice.
  • National and international visits taking place throughout the year.
  • Professors and professional speakers at the most important companies and institutions.
  • Career guidance at the end of the course and support from the Blanquerna Alumni network.
Empreses de pràctiques logos paret

Key data


of occupational integration

(general School data, AQU)


agreements with companies


international university agreements


Academic information

alumnes amb parasol


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)


  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:


  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.


  1. Congress of Deputies.

  2. Senate.

  3. Royal Palace.

  4. Royal Theater.

  5. Other.


  1. European Parliament.

  2. Council of Europe.


  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.

Internships in Institutional Relations, Events and Protocol Management

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.

An internship in an environment fully adapted to your interests and availability

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.

Objectives of the internship

  • 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.

Internships at the School of Communication and International Relations

  • 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.

Where can you do your internship?

Abstract Events · AGBAR - Institutional Relations · Aigües de Sabadell · Barcelona City Council - Protocol Technical Management · Barcelona City Council - Barcelona Sports Institute · Salou City Council · Sitges City Council · Tarragona City Council - Protocol · Barcelona Metropolitan Area - Protocol Office · AXA - Auditori · Banc Sabadell Atlántico - External Relations · Barceló Congressos · Bcn Wedding Planners · Bitó Produccions · Spanish Chamber of Commerce in China · Casa Àsia · CASSA - Grup AGBAR · Clippers - Caproig Festival · COMSA · Congreso de la República del Perú · Convergència Democràtica de Catalunya · Depende IV · Diafarm Laboratoris - Communication and IR · DICOM · ET&B Group · Evento Empresa BCN · Evento Plus · Eventos Barcelona · Festival Acústica - PR and Protocol · Festival de Cap Roig - PR and Protocol · Festival de Pedralbes - PR and Protocol · Festival Grec - PR and Protocol · Festival Jardins de Pedralbes · FIBA · "La Caixa" Foundation - Public Relations and Protocol · Futbol Club Barcelona - Department of Institutional Relations, Public Relations and Protocol · Government of Catalonia - Department of the Presidency - Office of External Relations and Protocol · Government of Catalonia - Vice-Presidency - Protocol Office · Government of Catalonia - Department of the Interior - Protocol Office · Government of Catalonia - Department of Education - Protocol Office · Government of Catalonia - Department of Business and Employment - Protocol Office · Focus Group - Event Management · Grupo Hotusa · Grupo Pacífico · Grupo Tragaluz - Hotel Omm · Bellvitge University Hospital - PR, Image and Protocol · Vall d'Hebron University Hospital · Hotel Arts Barcelona · Incatis · Interprofit · McCANN · Mahala Comunicació · Mónt San Benent - Events organization · National Art Museum of Catalonia - Protocol and Public Relations · OMNITEL · Parliament of Catalonia - Institutional Relations · PIMEC - Protocol Office · Reial Club de Polo de Barcelona · RPM Events; Secretaria Permanent de la Unió pel Mediterrani (UpM) · Solsona Comunicación · Sónar - Events organization · Sónar Kids - Events organization · Teatre Nacional de Catalunya - Patronage and marketing of spaces

Master degree thesis

Proposal for the design, development, program and presentation of a major event linked to a real need of a company, entity or institution.

Organizing a major event with real goals, audiences and budgets, facilitated by the participating company or entity.

Students, in groups of up to five members, must carry out the assignment in parallel with undertaking the master's degree program.

It simulates an agency tender working for the same customer, who must decide upon the best proposal among all those submitted.

Each group determines the workload and method and the possible distribution by areas of specialization among the group's members.

During the year, various joint sessions are held to monitor the work, as well as to give the partial proposals submitted viability. Furthermore, individualized tutoring (in groups) is conducted by area of specialization (PR, production, communication and sponsorship).

Each group presents its proposal in writing, before presenting it to the assessment panel, comprising representatives of the company, entity or institution that has made the assignment; by the directors of the master's degree; and by the coordinating professors of each module.

Check the procedure for submitting the master degree thesis here.

Career path

The master's degree in Institutional Relations, Events, and Protocol Management has a broad career path, with a very diverse range of job opportunities.

Grup de Recerca en Pedagogia, Societat i Innovació amb el suport de les Tecnologies de la Informació i la Comunicació

Institutional relations or external relations directors, consultants and technicians

fcri stock

Protocol directors and technicians (business or institutional)

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Event planners and event producers

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Directors of offices of presidency or general management

Companies that trust our students

Alumnes a la Graduació Blanquerna 2019

A direct link to your future career

Our work doesn't finish the moment you graduate. The Alumni department will support you to enable us to achieve an employment rate of 90% of students in the first year after graduation

State-of-the-art equipment at the students' disposal

All the services you need during your time at the school

Members of the Council


Professorat Col·laborador/Convidat

Jacinto Ajram Tares

Fundador i CEO CA Sports

Diana Aparicio Lozano

Events Manager de Dircom Events

Laia Aubia de Higes

Directora de l'Acadèmia del Cinema Català

Daniel Bramon Batlle

Periodista. Cap de la Unitat de l'Estratègia d'Actualitat de la CCMA

Marc Caballé Van Mol

Events Director- Euroleague Basketball. executive Director World Roller Games Barcelona 2019.

Zuzana Capkova Turcanova

Experta consultora en Gastronomia per a Esdeveniments

Sandra Casals Ferrer

Directora de Blanc Produccions

Francisco Castillo Sanchez

Creatiu i professor de Creativitat

Joan Còdol Monsó

Director general de la Divisió d'Esdeveniments del Grupo FOCUS

Manuel Reinerio Fernández Cabal

Director del Departament de Comunicació i Relacions Externes de Corporació Alimentària Peñasanta (Central Lechera Asturiana-ATO)

Oscar Garcia Saldaña

Responsable del Departament d'Actes Públics del PSC

Jordi Gomez Garcia

Director de Relacions Institucionals i Protocol del FC Barcelona

Alonso González Colmenarejo

Direcció d'Actes Oficials i Culturals del Patrimonio Nacional.

Olivier González Fernández

Head of institutional relations and protocol in the Government Delegation in Catalonia

Maria Montserrat Guals Colell

Especialista en imatge personal

Ferran Hidalgo Serra

Responsable de Relacions Externes i Clients Estratègics d'Estrella Damm/Grup Damm (Illes Balears)

Josep Vicenç Mestre Nogué

Doctor. Professor d'Oratòria, politòleg, humanista i historiador

Jose Carlos Morales Martinez

Associate Director Dircom Events, Grupo O

Carlos Moreno Clemente

Head of Customer Experience-Fira de Barcelona

Eric Raphael Mottard

Soci director del Grup Eventoplus

Maria Emma Nadal Bosch

Directora de Comunicació, Màrqueitng i Patrocini. KH Lloreda

Gorka Niubo Doiz

Responsable de Relacions Institucionals i Patrocini. Festival Cruïlla Barcelona

Nadia Quevedo Muñoz

Directora de Relacions Externes d'Equipo Singular

Xavier Ribera Fernández

Head of Communications, Govern Affairs and Sustainability-BASF

Helena Roca Sagarra

Directora de Patrocini, Mecenatge i Esdeveniments del Gran Teatre del Liceu.

Sergio Rodriguez Lopez-Ros

Vicerector de la UAO. Expert en Diplomàcia Cultural, exdirector de l'Institut Cervantes de Roma.

Anna Maria Sagués Marcet

consultora en Comunicació i RRII. Ha estat directora de RRII de COMSA, PFIZER i FC Barcelona

José Maria Sanchis Perales

Director de Producció de l'Orquestra Simfònica de Barcelona i Nacional de Catalunya.

Roger Benito Sarda Castells

Productor i regidor d'esdeveniments, concerts i espectacles.

Mirtcho Savov Pérez

Director d'Operacions de Barceló Congressos

Diana Simón

Responsable de Patrocini del Festival Sonar

Anna Teixidó Audet

Cap del Gabinet de Relacions Externes i Protocol. Gabinet de Presidència de la Generalitat de Catalunya.

Laura Tomas Avellana

Directora de Japonismo.

Susana Vega Gómez

Carla Vidal Dalmau

Events coordinator i Brand Ambassador de Freixenet

Griselda Zaragoza Gonzalez

Sponsorship Manager d'Estrella Damm

Application process

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.


Students will pre-enroll online (by accessing Pre-enrollment | Blanquerna or the pre-enrollment option for each course). You can also pre-enroll in person at the School. During the process, the candidate must submit the required documentation:

  • ID card, passport or NIE residence card.
  • CV

There is no charge for this procedure. When the pre-enrollment process has been completed, you will obtain a receipt with pre-enrollment details and a pre-enrollment code (CIB).​


When pre-enrollment has been completed, the candidate will be offered a date for an interview with the director and/or coordinator of the master degree, who will assess their suitability and resolve any doubts they may have about the course for which they are enrolling. For the selection of candidates the following will be taken into account:

  • Academic transcript
  • Personal interview
  • Professional experience

Once the assessment is complete, the student will be informed of the result of the interview and how to enroll, if admitted. Once admission has been confirmed, the candidate will have to pay €100 as a reservation fee, using the same application via which pre-enrollment was processed. This amount will be considered a reservation fee and will be deducted from the total price of enrollment when it is formalized. Payment is by credit or debit card using a secure, confidential process. The amount paid as a reservation fee will not be refunded under any circumstances, unless the course is canceled.


Enrollment is the final step in the procedure to access the master degree. Students will be informed individually of the enrollment date. When enrollment is complete, with payment of the corresponding fee, the student will have definitively secured a place. If the student leaves the course, the enrollment fee will not be refunded in any case. The School reserves the right to cancel any courses for which the required minimum number of enrolled students has not been reached. In this case, the amount paid for enrollment will be refunded in full.

Documentation to be provided:

  • Certified photocopy of the degree certificate or certified photocopy of the university studies completed.
  • Official academic certification (list of subjects studied with their grade).
  • Current account number for direct debit.

When students enroll, they will have two business days to pay the total cost of enrollment, by bank transfer, credit card or barcode. Studies can be paid in installments, without any interest, by bank transfer. If payment by installment is selected, students will have two business days following completion of enrollment to pay 33.3% of the total cost of the enrolled credits, using their chosen form of payment; this payment cannot be made by direct debit. The remaining 66.4% is split into two monthly installments, in January and March, payable by direct debit using the bank account number provided upon enrollment.

Master degrees in Entertainment Television Programs and in Music and Sound for Gestmusic Entertainment Projects can split payment into 5 installments (50% enrollment fee, 15%, 15% and 10%, 10%). The first receipt is paid at the time of enrollment by bank transfer and the rest is paid in installments from November to February by direct debit.

School alumni are given a 15% discount on the enrollment fee (non-cumulative discount). Distinctions obtained in the fourth academic year of the bachelor degree are not eligible for a discount in own master degrees and graduate studies. Prices are updated each academic year. Once enrollment is complete, the amount paid will not be refunded under any circumstances.​

When a student enrolls, a contract for the provision of teaching services is formalized between the student and the Blanquerna Foundation, which is legally binding from the time of payment. Payment includes the corresponding insurance and, for students under the age of twenty-eight, compulsory academic insurance. If a student declines to take up a place, he/she will lose in full any amount he/she has paid. The student accepts the rules for the use of computer services established by the Blanquerna Foundation. The student's personal data will be included in an automated file under the responsibility of the Blanquerna Foundation, so that this contract can be maintained and fulfilled. Students should note that their data may also be used to inform them about the future activities of the Foundation, or for the institution to send them publications. In accordance with the provisions of Organic Law 15/1999 on the protection of personal data, students have the right to access their data to update, rectify or cancel them, or object to their use, by sending a letter, indicating which right they want to exercise.

This section is a summary of the general conditions for enrollment. It is only for guidance and therefore has no contractual value. In the event of any discrepancy, the provisions of the general conditions for enrollment specified in the receipt generated at the time of enrollment will prevail; this receipt formalizes the contract between the student and the Blanquerna Foundation; students can consult it on the intranet whenever they wish.

Foreign students

The School reserves the right to ask candidates with qualifications obtained outside the EES for a letter from their university, embassy or consulate to certify that their studies enable them to pursue a master degree or graduate studies. Students are responsible for having all the official documentation necessary for their stay in Spain while studying at the School. Applicants can ask for a pre-acceptance document attached to the pre-enrollment receipt to initiate applications for visas or scholarships or carry out any other administrative procedure. Under no circumstances does this document guarantee a place if all the access and admission requirements are not met. Once applicants have been accepted and enrollment is complete, they can request a letter of admission from the Academic Secretary, if required, by paying the corresponding fees.

Contact us

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

We make it easy for you to access the course you choose

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.

Tuition fee for the 2024-25 academic year

Tuition fee for the entire course
Tuition fee per credit
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Scholarships and grants Blanquerna


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