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The Events sector has been in recent years one of the sectors that has contributed most to the development of the Tourism industry. In this sense, the Events sector has notably changed, not only through the diversification of different types of events but also because of their growing complexity, global scale, and impact on overall marketing strategies.
In this context, companies from a wide variety of sectors have become aware of the potential of this industry and, consequently, are increasingly making use of events as a new promotional tool and as a key in building brand recognition. The impact of these new contexts forces the sector to continuously transform itself in order to maintain competitiveness and evolve in line with new industry trends.
This master’s program strives to successfully lead the participants across the world of Tourism & Events to understand not only the keys to development, planning and management of different types of events, but also to optimize their potential as a marketing and communication tool.