Be a part of this INTENSIVE certificate course and learn the principles/concepts/executions of Event Management and industry best practices.
Introduction
The proliferation of ‘events’ as a strategic marketing and communication tool used by companies to introduce and promote products and services lead practitioners to take a closer look at the ‘Science of Event Management’ as a multi-disciplinary field of study. Its recent growth led Experts on event management to establish the discipline as a profession and not anymore as an ad hoc committee work.
The Event Manager is the person who plans and executes the event project. Event Managers and their teams are often behind-the-scenes running the project. Event managers are involved in more than just the planning and execution of the event, but also brand building, marketing and communication strategy. The event manager is an Expert in creative/design, marketing/advertising campaign, and technical/logistical elements of the project. As a multi-dimensional discipline, the Event Manager is also involved in audio-visual production, script writing, talent sourcing and management, and lights/sounds production. (Source: Wiki).
Learning Objectives
At the end of the course, the participants will be able to:
1. Define event management and the role of the event manager
2. Understand the five (5) phases of event management
3. Develop concepts and themes in events
4. Manage and nurture the creative process in events
5. Understand the financial management for events
6. Predict consequences of logistics management including staging and technical production
Key Course Topics
1. Phases of Event Management
– overall process covering pre-event, during-the-event, and post-event
(research, program design, planning, coordination and evaluation)
– venue/site selection
2. Human Resource Requirements and Leadership Roles for Event Manager
– identify in-house capability/resources and outsource services like translators, coordinators, registration/reception manpower requirements
– leadership characteristics and profile for event manager
3. Event Financial Management
– creating event budget (P&L) and identifying break-even point, savings/profit ratios
and other financial considerations of the project
4. Campaign for Participation
– identify Experts/Resource Speakers, participants, exhibitors, corporate sponsors, media partners
5. Event Technology
– leveraging on disruptive technologies for event management and marketing,
eg., e-marketing, registration, ticketing, special effects, AVPs
6. Birds of Same Feather Round Table Discussion
– an opportunity to have intimate conversation, network and work up-close and personal with
Event Organizers and Experts in a structured forum. You can ask, clarify and discuss
with assigned Expert your prepared questions about event management.
7. Event Marketing, Communication and Promotion
– creating tri-media, digital (internet/mobile), direct mail, below-the-line/OOH, activation campaigns
and producing collaterals to be used for the event.
8. Event Creative Process
– learning the ideation process to come up with the overall theme and creatives/graphic design,
collaterals, invitations, banners, stage design, for the event.
9. Food and Beverage Requirements
– menus, banqueting, waitering, physical set-up, room assignments
10. Event Evaluation
– feedback forms, survey questionnaires, data collection
11. Event Project Presentation
– each group to present an event project
This Course will have lectures, case studies, role playing and project presentations.
Who Should Attend
Event Professionals/Managers, Corporate Communication Managers, Brand Managers, PR Professionals, Trade Show/Exhibition, Organizers/Managers, MICE Planners, Event Project Managers, Marketing/Advertising Managers/Professionals, HR Managers, Business Owners/Entrepreneurs, Academe, Students and those involved in event planning/organizing/managing; or, those shifting careers to event management.
Registration Fees
To cover 3 days attendance, lunch and snacks, training kits, certificate and taxes.
– Local Participants Rate
PHP 25,000 Regular
PHP 28,000 Walk-In/On-site
– Foreign Participants Rate
US$ 900 Regular
US$ 1,100 Walk-In/On-site
Discount Scheme
– Package of 5 Delegates + 1 Free
The Resource Speakers and Experts
Alice Conway, CSEP
Alice Conway, CSEP
Director of Event Management
Stratford University, USA
Alice is the Director of Event Management Program of Stratford University in Falls Church, Virginia, where she produces all the major university events. She received both her Bachelor’s and Master’s degrees in Music Education from the University of Rochester’s Eastman School of Music, and a Masters in Business Administration from Stratford University. She completed all academic requirements for a Doctorate in Higher Education at Stratford University.
Alice is one of the elites in international events management industry to hold the Certified Special Events Professional (CSEP) designation from the International Special Events Society (ISES), and one of a handful event professionals to reach Emeritus status. She is the Founder and past President of the Greater Washington Chapter of ISES and served for years on the Board of Directors and the Advisory Board. She taught and lectured at universities in Spain, Canada, De La Salle University in the Philippines, University of San Diego, University of Southern Oregon, Temple University, James Madison University and University of Arizona.
Alice mentored students all over the world, many of whom attained successful careers and achieved CSEP status. In 2010, she was presented with a Lifetime Achievement Award from the Greater Washington Chapter of ISES.
Dr. Mina T. Gabor
Dr. Mina T. Gabor
Chairman and President
ISST (International School of Sustainable Tourism)
Former Secretary, Department of Tourism
When you think of world-wide success in the crafts export business, there is only one name, and that is Mina T. Gabor. She is a visionary. Dr. Gabor started and established the first handicraft export manufacturing company in the Philippines, Lawin Cottage Industries. She was the pioneer in the development and marketing of non-traditional export products. She also set up the first buying office in Manila (Lawin Merchandising Service, Inc.) and became a successful buying agent for the major retailers in the United States, Japan, Australia, Singapore, London, and France.
She founded and served as President of CITEM( Center for International Trade Expositions and Missions, Inc.), the export promotion agency of the Department of Trade and Industry. Among her notable accomplishments in CITEM were the establishment of the Philippine Trade Training Center (PTTC) with the Japanese grant of 15M USD to build it, and got the franchise of the World Trade Center for the Philippines. At this time, she did not only make her business successful, but she also stimulated the country’s cottage industry, pushed it to go urban and world-class, and introduced it to the world.
Norelyn T. Babiera
Norelyn T. Babiera
Vice President
Fiera de Manila, Inc. (www.fmi.com.ph)
Norelyn is the Vice President of Fiera de Manila, Inc. – a company that organizes trade shows/exhibitions, conferences, seminars and corporate events for the last 18 years.
Prior to establishing Fiera de Manila, Inc., she worked with CITEM-DTI (Center for International Trade Expositions and Missions, Inc.) for 12 years handling Manila FAME Market Week and Philippine official participation to international trade shows and trade missions. In CITEM, she was involved in export industry development program, international trade, investments and export marketing, and packaging of project proposals for funding of international organizations.
She served as Local Consultant of JETRO, MITI (Japan External Trade Organization, Ministry of Trade and Investment) from 1998 to 2004.
She is a digital marketing practitioner and passionate about Analytics – how data are used to guide digital marketing campaign strategies using Social Media, SEO/Search, Email Marketing, and E-Commerce.
She holds a Master’s degree in Sociology as a Ford Foundation Scholar from the Ateneo de Manila University and a Bachelor’s degree in Psychology from the University of St. La Salle, Magna Cum Laude. She holds a Certification on Exhibition Management Course in Milan, Italy.
She is one of the Founding Directors of IMMAP (Internet and Mobile Marketing Association of the Philippines) and DCOM (Digital Commerce Association of the Philippines). She was President of ASAP (Advertising Suppliers Association of the Philippines) and a Board of Director of Advertising Board of the PH (Ad Board).
Eduardo I. Mapa, Jr.
Eduardo I. Mapa, Jr.
CEO, Digital Arts Network (DAN) Manila/TBWA
Ed is the Chief Executive Officer of TBWA’s Digital Arts Network (DAN) Manila, the latest office in TBWA’s global digital offering. He has over 25 years of experience in the field of advertising and communications.
Prior to joining DAN/TBWA, Ed was an 18 years veteran at the Global Havas Network with assignment in Singapore, India and China.
In 2013, he then moved to Beijing as CEO/Havas Digital and Chief Innovation Officer for Havas Media China. A post he held until recently. In 2012, Ed re-engineered the Philippine Media Landscape by launching HVMO (Havas Media Ortega) – the Philippine’s first fully integrated media agency that provided creative and ideation offerings for clients.
Ed is now back in Manila and has found a new inspiration and home at DAN/TBWA.
Romleah Juliet P. Ocampo
Romleah Juliet P. Ocampo
Project Director, Manila FAME and IFEX
Center for International Trade Expositions & Missions (CITEM)
Department of Trade and Industry
Romleah Ocampo is currently the Project Director of Manila FAME and IFEX in the Center for International Trade Expositions & Missions – Department Trade and Industry (CITEM – DTI).
In 2012, she was the Division Chief, Agrimarine – CITEM and in 2010 she was the OIC-Division Chief, Agrimarine Division – CITEM, concurrently Executive Assistant, Office of the Executive Director.
Her past stints are from Foundation for Resource Linkage and Development (FRLD), Professional Trade Promo Concepts and Services, Inc. (PROTRADE) and Philippine Conventions and Visitors Corporation (PCVC). She became also the Project Manager/Director of the Philippines’ participation in Local and International Trade Exhibitions, Conferences and Conventions such as in USA, Canada, Spain, France, UAE, Kuwait, Qatar, Japan, Malaysia, Indonesia, Singapore, Brunei, Cambodia, Davao, Cebu and Metro Manila.
She joined various local and international seminar/trainings and attained CESO Eligibility – Civil Service Eligible wherein she became the Top 3 in CESO Examinations.
Romleah Ocampo graduated Bachelor of Arts in Social Sciences with Majors in Economics and Sociology, University of the Philippines – Baguio City and Diliman.She obtained her Masters in Government Management in Pamantasan ng Lungsod ng Maynila.
Paulo Angelo Famularcano
Paulo Angelo Famularcano
Head of Creative, D5 Studio
Paulo Famularcano is the Head of Digital Creative for Digital 5, an online programming division of TV5, provides an array of online-exclusive content with various genres that can be viewed on all platforms through the online portals of TV5, Sports5 and News5. In his capacity to be the head creative, he is at the fore of digital media integration and creative management platforms. He is a hybrid creative for 10 years, has been part of some of the biggest shops in the country, and an agency that helped awaken and shape the digital media in the Philippines.
Paulo also worked on a broad spectrum of local and global brands. In 2008, he worked with Media Contacts Philippines as a Creative Head and in Publicis Jimenez Basic Philippines as a Associate Creative Director in 2011.
He won several awards such as, The Araw Awards (The Philippine Advertising Congress), The Boomerang Awards – The Internet and Mobile Marketing Association of the Philippines (IMMAP), and he has been part of the back-to-back Media Agency of the Year.
Paulo graduated Bachelor of Arts in Mass Communication, Journalism & Communication Research in University of the Philippines.
Dale Padrelanan
Dale Padrelanan
Senior Banquet Operations Manager
Marriott Hotel Manila
Dale Padrelanan is the Senior Banquet Operations Manager in Marriott Hotel Manila. He is a seasoned professional with over 24 years of experience in the restaurant, hospitality, and fast food industry.
He worked in luxury hotels, restaurants, golf and country clubs, and major fast food chain in planning, marketing, cost analysis, budgeting, expense control, staffing and training and quality management. He has strong and proven ability to handle catering/banquet functions of up to 1000 with knowledge in different types of service, and implement team building and interpersonal relations skills with employees and guests.
Dale worked as Captain Waiter, then as Banquet Service Manager at New World Hotel. At Rydges Hotels & Resorts in Auckland, New Zealand, he held a position Food & Beverage Director.. He started his career with Marriott International as Banquet Maitre’D at JW Marriott Hotel in Washington DC, USA.
