EVOLUTION OF CORPORATE EVENTS. ANALYSIS OF THE COCA COLA MUSIC EXPERIENCE

Abstract

This Final Degree Project aims to analyze the evolution of corporate events, focusing on their transformation over the last decades. It explores the changes in the planning, organization and marketing strategies of these events, especially with the incorporation of new technologies, the rise of digitalization and the importance of sustainability. The study focuses on the case of the Coca Cola Music Experience (CCME) as a representative example of how brands have adapted their events to connect with new generations and adapt to market demands. It also analyzes the trends that have marked the evolution of corporate events, such as the personalization of the experience, the integration of digital platforms and the focus on creating memorable experiences for attendees.