An enriching experience at the UPF Barcelona School of Management
Pompeu Fabra University(Spain), specifically the Barcelona School of Management, welcomed five students from the School of Graduate and Continuing Education at Universidad ORT Uruguay part of an academic exchange agreement.
During their stay, they took the course "Event Planning and Protocol," where they explored innovative strategies for planning and managing events.
Learn about the Master's in Creativity, Innovation, and Communication
Learning from industry leaders
Before their return to Uruguay, we spoke with the students about their experience at the UPF Barcelona School of Management.
They highlighted the value of the training they received and how the classes helped them gain new insights into event planning.
Regarding the lessons learned, one of the participants noted:
On the one hand, there is the academic content; on the other, there is the experience of professionals in the event planning industry, which is extremely valuable, especially considering that much of the practical work requires years of experience.
In class, they worked alongside Joan Còdol from the Focus agency to explore different forms of innovation in event planning and the impact of emotional experiences on creating memorable events.
In addition, they took part in a simulation of the planning for FC Barcelona’s 125th anniversary, led by Ferran Pastor, the club’s public relations manager.
This activity helped them understand the club's significance to Catalan identity and its commitment to local culture, language, and values.
- Learn more: Partnership with Barcelona School of Management
Institutional visits: an in-depth look at official protocol
As part of the course, the students went on two institutional visits to learn about the official protocol followed in government ceremonies.
At the Palau de la Generalitat de Catalunya, they were welcomed by Óscar García Saldaña, head of the Office of External Relations and Protocol of the Presidency of the Generalitat de Catalunya, who explained how institutional events are managed at the government level.
Later, at Barcelona City Hall, they spoke with Joaquim Romañach Planella, technical director of Institutional Events and Protocol, about the organization of events in the city.
Connections with the academic and professional worlds
The exchange provided a unique opportunity for students to gain firsthand insight into how Catalonia’s major institutions operate and to share experiences with leading professionals in the fields of communications and protocol.
They also participated in meetings with leading communications agencies such as Llorente y Cuenca and Atrevia, where they discussed key trends for 2025, including:
- Sustainability in event management.
- A people-centered approach to communication strategies.
- Integration of artificial intelligence into the sector.
A journey that leaves a lasting impression
One of the students noted:
You never return the same way when you set out on a journey. Hearing other theoretical perspectives and broadening our academic horizons opens up new worlds when we least expect it.
These types of experiences enhance students' academic and professional development, exposing them to new opportunities and challenges in the field of corporate communications.
Learn about the Master's in Strategic Design and Innovation