IM innovates with a hyper-specialization course in Events 2.0
Posted: Sat Apr 19, 2025 10:45 am
At IM, we like to offer our students all the resources they need to achieve their goals as digital marketers. Therefore, when we realized that the existing training in event planning (a fundamental part of marketing) was still far from taking advantage of all the opportunities offered by the digital environment , we got to work.
IM's Academic Director, Marta Raventós, tells us how the need to create the Advanced Technical Course in Digital PR and Events 2.0 arose :
"Since 2014, we've been holding monthly Masterclasses; we've had around 100. Every time I do a Masterclass, I think about the fact that all those people are gathered in that room because they're interested in learning Digital Marketing , and I'm not fully taking advantage of that circumstance to connect the needs of each of those people with the need for IM.
If they want to learn Digital Marketing and we offer Digital Marketing training, what's missing in that equation for them to study with us?
Since I started with events, I've been looking for information on how to enhance the recall of an event, how to obtain valid feedback, how to improve the experience , how to get closer to them... and, after much fruitless searching, I can confirm that the world of events in Spain still lacks good digital expertise.
You only have to think chile mobile database about when you attend a conference: you use hashtags, you take photos, you take... pens or merchandising, maybe even in the end you join WhatsApp groups. But it's clear that these are loose elements that don't really constitute a new way of creating experiences based on harnessing the full potential of new technologies .
From there, the need to create a training program from scratch arose. It's the first training program that exists that unites and brings together the best practices in Digital PR and Events 2.0 . And we say this because we searched all the universities and business schools in the world and there's no training program that addresses the topic of digital events in such a specific and exclusive way ."
To lead this course, the IM Academic Department has chosen a leading professional in the events sector, the event creator and communicator, Rosa Castells . Castells has worked for TVE, Barcelona City Council, and La Fura dels Baus and currently manages her own projects. The person in charge of writing the syllabus is journalist Vinyet Escribano , who highlighted about this course:
"The course covers the process ofTransformation of events into experiences through digital marketing and new technologies.”
“It includes a special topic on online events and how livestreaming is more than just a tool for gamers. ”
And Raventós concludes:
“We have developed a training program that aims to establish a system for events to be crucial in transforming the relationship between companies and their audiences .
Everything we have learned in other areas of Digital Marketing can be applied to an event to transform it into a powerful source of influence. Storytelling, creativity, buyer personas, analytics, social media, mobile, content strategy, SEO … A host of tools with the goal of transforming the event moment to break it down into business opportunities or positive interaction.”
This Advanced Technical Course will be available for the new 2018/2019 academic year. It will also be offered as a subject in our Graduate Program and in some of our Master's and Postgraduate programs.
IM's Academic Director, Marta Raventós, tells us how the need to create the Advanced Technical Course in Digital PR and Events 2.0 arose :
"Since 2014, we've been holding monthly Masterclasses; we've had around 100. Every time I do a Masterclass, I think about the fact that all those people are gathered in that room because they're interested in learning Digital Marketing , and I'm not fully taking advantage of that circumstance to connect the needs of each of those people with the need for IM.
If they want to learn Digital Marketing and we offer Digital Marketing training, what's missing in that equation for them to study with us?
Since I started with events, I've been looking for information on how to enhance the recall of an event, how to obtain valid feedback, how to improve the experience , how to get closer to them... and, after much fruitless searching, I can confirm that the world of events in Spain still lacks good digital expertise.
You only have to think chile mobile database about when you attend a conference: you use hashtags, you take photos, you take... pens or merchandising, maybe even in the end you join WhatsApp groups. But it's clear that these are loose elements that don't really constitute a new way of creating experiences based on harnessing the full potential of new technologies .
From there, the need to create a training program from scratch arose. It's the first training program that exists that unites and brings together the best practices in Digital PR and Events 2.0 . And we say this because we searched all the universities and business schools in the world and there's no training program that addresses the topic of digital events in such a specific and exclusive way ."
To lead this course, the IM Academic Department has chosen a leading professional in the events sector, the event creator and communicator, Rosa Castells . Castells has worked for TVE, Barcelona City Council, and La Fura dels Baus and currently manages her own projects. The person in charge of writing the syllabus is journalist Vinyet Escribano , who highlighted about this course:
"The course covers the process ofTransformation of events into experiences through digital marketing and new technologies.”
“It includes a special topic on online events and how livestreaming is more than just a tool for gamers. ”
And Raventós concludes:
“We have developed a training program that aims to establish a system for events to be crucial in transforming the relationship between companies and their audiences .
Everything we have learned in other areas of Digital Marketing can be applied to an event to transform it into a powerful source of influence. Storytelling, creativity, buyer personas, analytics, social media, mobile, content strategy, SEO … A host of tools with the goal of transforming the event moment to break it down into business opportunities or positive interaction.”
This Advanced Technical Course will be available for the new 2018/2019 academic year. It will also be offered as a subject in our Graduate Program and in some of our Master's and Postgraduate programs.