Tourism Management & Hospitality Area

Master Executive in Events Organization, Protocol and Business Tourism (MICE) - Madrid

October 2019

Part Time

The Master in Organization of Events, Protocol and Business Tourism of Ostelea aims to train professionals and managers to lead business projects focused on the planning and management of different types of events (especially actions of Meetings, Incentives, Conferences and Exhibitions as well as congresses and conventions, professional fairs), that master the concepts of protocol and communication strategies and public relations and that generate a tourism development focused on the segment of quality business tourism, as well as the business perspective necessary to be efficient in the decision making

The Master is taught at the Campus of Madrid. Madrid is the third city worldwide with more international congresses, the program offers an extensive program of visits to fairs, events and organizations such as FITUR, Fashion Week Madrid. (According to availability and call)

Reasons to take the Master
Management Skills
  • Management Experience: The student will develop the basic skills to manage projects effectively, the "Soft Skills".
  • Organization of real events.
  • Stress management techniques.
    Monthly conferences with Directors.
  • Program for the development of management skills: Tourism Skills Development Program (TSDP).
  • The student will have the possibility of holding an International Tourism Residential in Saxion (Holland). (additional cost).
  • Campus to Campus: Possibility of carrying out part of the program in the other campus of Ostelea. Interchange Barcelona- Madrid (accommodation and displacement not included).
Employability and Entrepreneurship
  • Training oriented to employability: Itineraries of professional careers, week of employability, employment forum, graduate program, among others (subject to call).
  • The student who wants to start his own business will have access to the Entrepreneurs Project to receive advice.
Assistance to Fairs
  • Extensive program of visits to fairs, events and organizations.
Other outstanding values
  • Ostelea is a member affiliated with the World Tourism Organization (WTO), a benchmark in world tourism governance.
  • Ostelea is a member of the Spanish Association of Tourism Professionals (AEPT).
  • Languages: English or French to choose.


The Master in Organization of Events will give you the following benefits
Get to know the MICE industry (meetings, Incentives, Conferencing and Exhibitions)

Build a strong base of knowledge of the industry from an international perspective and always from the managerial approach within the hotel management.

Global vision

To train executives oriented to the business management of the tourist companies capable of obtaining the expected results globally.

Development of strategic plans

To present the keys to the elaboration of strategic plans and their application to immediate action in MICE environments (Meetings, Incentives, Conferencing and Exhibitions).

Innovation and sustainable management

Develop the capacity for creativity and innovation in the industry and its sustainable management through comprehensive and specialized training, qualifying participants for the assumption of positions of responsibility within the hotel management.

Training of Directors

Develop the necessary management skills of a global manager of MICE companies to ensure that collaborative, assertive and participatory work is developed among all team members.


Professional Careers
Ostelea gives its students training designed to enhance employability
TSDP - (Tourism Skills Developement Program)

An exclusive program where they will learn to develop their skills and abilities.

The TSDP consists of 55 teaching hours that includes (limited places):

  • Management Skills
  • Public relations
  • Advanced Excel
  • Turistic marketing
  • Coaching
  • Employability: 3 workshops focused on candidate selection and improvement processes
  • Entrepreneurship: through the Entrepreneurs Project where they will receive advice
  • Career Transition: 5 workshops to guide students about their professional future
  • (To choose one)
Talent Tourism Week

With the presence of relevant companies in the sector that will present their offers and then interview the students who are possible candidates

Employment forum

Companies participate by publishing their offers online and interviewing our students

Graduate Program

Elaborated by multinational companies (Hilton, Mandarin Oriental, Hotusa ...), whose objective is to select the most suitable candidates

Company Meetings

Meetings between national and international companies, where students can learn the profiles most in demand in the sector

Professional opportunities
  • Director of establishments focused on business tourism and event organization.
  • Hotel establishments dedicated to hosting events, such as congresses, conventions and conferences.
  • Companies that use sponsorship and patronage as a communication tool and need qualified professionals to manage the events they are going to organize or sponsor.
  • Departments of public institutions of any field dedicated to the implementation of cultural, patrimonial and artistic policies.
  • Protocol specialists in both private and official events, working in companies or on their own.
  • Marketing directors of companies focused on business tourism
Training Plan

The Master in Organization of Events, Protocol and Business Tourism of Ostelea is classified into 5 modules:

  • Structure and international finance of the tourism sector.
  • Talent management and innovation in global contacts.
  • Business management of events organization and business tourism in global environments.
  • International marketing, protocol and organization of events and business tourism.
  • Master's Thesis.
What content will you learn in the Master?

[paragraph:field_order_number:value] Structure and international finances for the tourism sector

  • Structure of the global tourism market

6 Credits- Compulsory

  • International finances for the tourism sector

6 Credits - Compulsory

[paragraph:field_order_number:value] Talent managment and innovation in global contexts

  • Intellectual capital and talent management in global contexts in events organization and business tourism

6 Credits - Compulsory

  • Innovation and the entrepreneurial mindset in events organization and business tourism

6 Credits - Compulsory

[paragraph:field_order_number:value] Management of events and business tourism companies in global contexts

  • Strategic management of events and business tourism companies

6 Credits - Compulsory

  • Events organization and business tourism companies: operations, logistics and quality

6 Credits - Compulsory

[paragraph:field_order_number:value] International marketing, events protocol business tourism in global contexts

  • International marketing and experience management for events and business tourism companies

6 Credits - Compulsory

  • Official and business protocol

6 Credits- Compulsory

[paragraph:field_order_number:value] Professional Training and Master's Thesis

  • Tutorising Professional Training

6 Credits - Compulsory

  • Master's Thesis

6 Credits - Compulsory


The Master in Organization of Events, Protocol and Business Tourism of Ostelea in Madrid is directed by María Salvador Genís. Founder and director of the communication and event organization agency The Com Agency.  Specialist in Halal markets.

With a degree in Information Sciences from the CEU Cardenal Herrera in Valencia, Maria Salvador is a journalist, with extensive professional experience in Europe and Latin America. Upon his return to Spain, and after completing a postgraduate in Business Communication at the IFE, Chamber of Commerce and Industry of Madrid, she created and launched the first Spanish fair aimed at Muslim markets, ExpoHalal Spain. She currently combines the direction of The Com Agency with consulting in Halal sectors and writing notes on gastronomy for various Spanish media.

Directors of the
María Salvador
María Salvador

Commercial Director of the Fair of gastronomic tourism FIBEGA (Miami). Founder and director of the communication and event organization agency The Com Agency.

Susana Gómez - Sellés
Susana Gómez - Sellés

Director of the Master's Degree in Hospitality Management and Restoration Companies of Ostelea in Madrid

Carlos Creuheras
Carlos Creuheras

Director of External Relations of Grupo Planeta. Contact


Julio Herrera
Julio Herrera

Principal at VGS Consultancy - Expert in Revenue Management, Customer Experience Management, Value Generation Mgmt. Contact


Dorina Chicú
Doriana Chicú

Research Assistant at Universitat Rovira i Virgili. Professor at the Open University of Catalonia. Contact


Joaquín Puerta
Joaquín Puerta

Partner and Director at Taimar CFF

Jose L. Pérez Huertas
Jose L. Pérez Huertas

Managing Partner at Talent Factory, Executive Development Consultant

Nicolás Barrios
Nicolás Barrios

Project Manager of the R + D + i Area at SEGITUR

Rosa María Reñones
Rosa María Reñones

Senior Project Executive BCD M&E

Cristina Franco
Cristina Franco

Account Director Europe en Hilton Worldwide

The Master has given me a vision on how to orient myself in the business world. Now I manage the necessary terms to be able to have a business idea, develop a CANVAS, a Business Plan, etc.
Ostelea Graduation
EAE Business School
Asociación española de directores de hotel
Organización Mundial del Turismo
Universidad Rey Juan Carlos
Universitat de Lleida

The admission process guarantees the suitability of the candidates, in this way all the participants will be able to take full advantage of this learning experience.

To start the admission process it is necessary to fill in the information request. From that moment Ostelea will contact the candidate to close an interview to which the following documentation must be submitted:

  • University degree
  • The Curriculum Vitae
  • Motivation letter
  • Two letters of recommendation

After finishing the interview, the Admissions Committee will analyze case by case and communicate the resolution to the candidate to inform him of the status of his admission.




The participant who successfully completes the program on the Barcelona campus will obtain TRIPLE TITLE:

  • The Master's Degree in Organization of Events, Protocol and Business Tourism by The Ostelea, School of Tourism & Hopitality (INSTITUTIONAL)
  • The Master's Degree in Organization of Events, Protocol and Business Tourism by EAE Business School (INSTITUTIONAL)
  • The Master's Degree in Organization of Events, Protocol and Business Tourism, by the Rey Juan Carlos University * (INSTITUTIONAL)

In order to obtain the degrees that EAE and the University grant, it is necessary to comply with the requirements requested by said institutions.

Financial Aid Program

Ostelea offers candidates scholarships that consist of financial aid with the objective of supporting our students.

Each application will be studied independently, it will be granted during the admission process and it will be communicated personally by the Admissions Committee before the formalization of the registration.

Scholarships representing 100% of the total enrollment fee will not be awarded in any case.

The economic aid will be offered in the following cases:

  • Advance reservation of place.
  • Adequacy of the profile to the requirements of each program.
  • Former students of the school. In this case, a 25% discount will be applied to the enrollment.
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