Event Management Course 2023

Date: August 22 - 23, 2023
Location: Makati Sports Club Salcedo Village, Makati City, PH

Event Management Course 2023


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 proliferation as a marketing activity led Experts 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 event projects and activations. 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, digital marketing/advertising, and technical/logistical elements of the event project. As a multi-dimensional profession, the Event Manager is involved in staging production, scriptwriting, talent sourcing and management, and budgeting and overall financials. (Source: Wiki).

Learn More: https://fmi.com.ph/events/emc23/, https://www.youtube.com/watch?v=S9DplYG6Hm8

Learning Objectives

At the end of the course, the participants will be able to:

1. Define event management and the role of the event managers
2. Understand the five (5) phases of event management
3. Develop creative concepts, themes and merchandising for events
4. Plan and implement marketing and promotion programs for events
5. Understand the financial management for events
6. Learn latest digital technologies used in events
7. Plan and implement physical set-up, food and beverages, and waitering for events

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
– identify in-house capability/resources and outsource services like translators, coordinators,
registration/reception manpower requirements

2. Event Marketing, Communications and Promotions

– event marketing trends and forecasts
– developing tri-media, digital (internet/mobile), Out-of-Home advertising, activations
– campaign for attendees, exhibitors, corporate sponsors, media partners
– identify Experts, Keynote Speakers, Guests of Honor, and relevant personalities for the event

3. Event Creatives, Design and Merchandising

– learning the ideation process to come up with the overall theme and creatives/graphic design,
collaterals, invitations, banners, stage design, for events

4. Event Technologies

– leveraging on disruptive technologies for event management and marketing,
eg., registration, ticketing, special effects, fun videos, social medi

5. Event Financial Management

– develop event budget, P&L, break-even, profit ratio, and financial forecast
– importance of contracts, insurance, government requirements, etc.

6. Food and Beverage Requirements

– event menus, banqueting, waitering, physical set-up, room assignments

7. Event Evaluation

– feedback forms, survey questionnaires, data collection

8. 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.

The Resource Speakers and Experts

Dr. Mina T. Gabor

Chairman and President
ISST (International School of Sustainable 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

Vice President
Fiera de Manila, Inc. (www.fmi.com.ph)

Norelyn is the President of Fiera de Manila, Inc., a MICE (Meetings, Incentives, Conferences and Exhibitions) Organizer for 27 years. She founded and established Fiera de Manila, Inc. in 1996.

Prior to founding Fiera de Manila, Inc., she worked with CITEM-DTI (Center for International Trade Expositions and Missions, Inc. – Department of Trade and Industry) 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 and investments, 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 is President of ASAP (Advertising Suppliers Association of the Philippines) and a Director of the Advertising Board of the Philippines. (AdBoard).

Rino P. Datuin

Industrial Designer
Professor, Miriam College

Rino Datuin is currently teaching in College of Arts and Sciences, Miriam College. He teaches courses in the Visual Design Program and in the Entrepreneurship Program.

He is a former Chairperson of Industrial Design Program, 2007 – 2014 at De La Salle – College of Saint Benilde. Also, the Industrial Design Lecturer and Pioneer-Faculty since 1992.

He worked in Center for International Trade and Expositions and Missions (CITEM-DTI) as Division Chief for Exhibition and Design, 1990 – 2005.

He is an incumbent President of National Council of Industrial Designers of the Philippines (NCIDP).

He received various awards and recognitions, such as, Best Booth Design Awardee in Franchise Asia Expo (2015), Organic Food Pavilion during Bio-Search organized by CITEM-DTI (2006), and Agraryo Trade Fair (2005).

2nd Prize Winner, Asian World Fab Cup for the Design of an Acrylic Food Serving Tray for Typhoon Evacuees in 1st FabLab Asia Network Conference (2014). Special Citation Recipient, VCOP Pavilion in IFEX/bio-search (2007). Nominee for Best Furniture Design and Best Furnishings Collection Diseno Pacifico, Philippine Furniture Festival (2006).

He holds MBA from the De La Salle University. He graduated Bachelor of Fine Arts Major in Industrial Design, University of Santo Tomas, Cum Laude.

Gladys R. Basinillo

CEO and Founder
Intersections Communications Inc.

Gladys rose from the ranks with almost 3 decades of solid media experience wired for growth and innovation. She is the CEO and Founder of a date driven creative-media agency, Intersections Communications Inc.

She was the First Chief Growth Officer and Agency Head of Starcom/Publicis.

She was the General Manager & CEO, Carat PH. She was the Business Unit Head of Zenith Optimedia in 2022 (#4 agency) and Mediacom in 2007 (#2 agency).

She held leadership position in the industry, as follows:

• MSAP board of Director for 8 Years
• MSAP President for a 2-Year Term, 2016-2017
• PRO and Board Member ASC and Official Rep in Trade Council
• Project Lead of the Biggest Industry Project: Single Currency Initiative
• 2016 Graduate of Dentsu Management Institute
• 2016 Campaigns Asia Women Leading Change – Creative Media Leadership Category
• 2018 Employee of the Year of Publicis Media

Dale Padrelanan – SMRIHtlM

Senior Member of Royal Institute of Hotel Management – Singapore
Management Consultant, Trainor

Dale Padrelanan is the former Senior Banquet Operations Manager of Marriott Hotel Manila. He is a seasoned professional with over 30 years of experience in the restaurant, hospitality, and fast food industry. He is a management consultant, a Trainor for Food & Beverage service, Event Management and Customer Service, He pre-opened two five-star hotels and the largest Ballroom in the Philippines.

e 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 4,500 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 Renaissance Hotel. He has worked at Hyatt Scottsdale, Arizona, The Inn at Spanish Bay @ Pebble Beach California, Sheraton Wild Horse Pass in Phoenix Arizona also, 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.

Zarny L. Zaragosa, CPM, MBA

Program Chair and Faculty Member
University of Perpetual Help – DALTA

A Marketing Professional and Educator for over ten years. He has been involved in business development, marketing, hospitality, health care, and retail industries. He is a Certified Professional Marketer (CPM).

He is currently the Program Chair and Faculty Member at the University of Perpetual Help – Dalta, and has been working in the same profession for eleven years at several universities like San Sebastian College – Recolectos de Cavite, Inc., and the ISHRM School System.

He was the Marketing and Events Officer of Island Cove Hotel and Leisure Park; Marketing Manager of SM Dasmarinas; and, Marketing Consultant of Divine Grace Medical Center.

He authored and published Academic Manuals in Mandarin; Research Journals and books.

He is currently earning his PhD. in Business Management at University of Batangas. He holds an MBA at San Sebastian College Recoletos de Cavite, and BA in International Relations for Diplomacy and International Trade at Lyceum of the Philippines.

Registration Fees and Discount Scheme

To cover 2 days attendance, lunch and snacks, presentation materials, certificates and taxes.

– Local Participants Rate

PHP 13,999 Regular

– Foreign Participants Rate

US$ 400 Regular

Discount Scheme

– Package of 5 Delegates + 1 Free
– 10% Early Bird Discount; Pay on or before July 17, 2023

Register Today!


Reviews – What They Say About the Program

1. ‘Well-organized and Speedy Registration’.
– Gail Villanueva, Accenture PH

2. ‘Very informative’.
– Bianca Dalumpines, Hinge Inquirer

3. ‘Good content & Resource Speakers’
– Iana Celest Bernardez, Logika Concepts

4. ‘Food was delicious. I have learned a lot for the last 3 days …’
– Mark Ortinero, Rustan Coffee Corporation

5. ‘Two thumbs up!’
– Kenneth Montegrande, Streetwise Events Management and PR

For Sponsorship/Registration

Call: +632-8896-0639, +63-917-522-7346
Email: norelyn@fmi.com.ph
Visit Website: www.fmi.com.ph/events/emc23/

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