CEO-UAB teaches the module on media of the Master's in Olympic Studies
During a week, 30 internacional students from 22 countries and 4 continents have been studying in person at the UAB the module dedicated to media and marketing of the Master of Arts in Olympic Studies, coordinated by Dr. Emilio Fernández Peña.
From March 9 to 15, students delved into the influence of media and commercialization in the Olympic Movement, guided by expert faculty. They developed a critical understanding of the commercial and media strategies of the IOC, organizing committees, and sponsors of the TOP program, as well as the impact of new media on the relationships between the Olympic Movement, the media, and consumers.
The teaching team was led by Dr. Emilio Fernández Peña, director of the UAB Sport Research Institute and the Olympic Studies Centre. The faculty included Dr. Iliana Ferrer, lecturer in the Department of Audiovisual Communication and Advertising at UAB and deputy director of the CEO-UAB; Mario Reis, Director of Telecommunications at Olympic Broadcasting Services; José Ramón Díez, television director of 10 Olympic Games opening and closing ceremonies; and Rodrigo Lacal, Senior Manager in Partnership Development at the International Olympic Committee.
During the program, students participated in both theoretical and practical sessions, combined with social activities. Among other experiences, they visited the Olympic and Sports Museum of Barcelona and the Olympic facilities of the 1992 Barcelona Olympic Games. They also had the opportunity to gain hands-on experience in the television production of an Olympic event—table tennis—at the audiovisual studios of the UAB Faculty of Communication Sciences, under the guidance of television producer José Ramón Díez.
UAB is a partner of the Master in Advanced Studies in Olympic Studies through the Olympic Studies Centre, which is linked to the Institute. This is an international part-time program specializing in Olympic studies, structured into six modules, each lasting six days, plus a thesis.
The program, coordinated by the German Sport University Cologne, is developed by a network of prestigious universities, including the Universitat Autònoma de Barcelona, the University of Canterbury (New Zealand), the Kiel University, the Pontifical Catholic University of Rio Grande do Sul, and the University of Edinburgh. The IOC’s Olympic Studies Centre has contributed to the development of the academic project.