The 10th Event Management Certification Course 2018

Date: June 20 - 22, 2018
Location: AIM Conference Center, Makati City, PH

Event Management Certification Course


The proliferation of ‘events’ as a strategic marketing tool used by companies and brands to introduce and promote products and services lead industry 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 mainstream profession and not anymore as an ad-hoc committee work.

The Event Manager is the person who plans and executes events. Event Managers and their teams are often behind-the-scenes running the project. Event managers are involved in more than just planning and execution of the event, but also in brand building, marketing and communication strategies. The Event Manager is an Expert in creative/design, marketing/advertising, and technical/logistical requirements of the project. As a multi-dimensional profession, the Event Manager is also involved in audio-visual production, program script writing, talent sourcing and management, and stage production/lights/sounds. (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. Define and understand the five (5) phases of event management.
3. Develop concepts and themes for events.
4. Know event styling and merchandising.
5. Manage and nurture the creative process in events.
6. Know and choose the latest technologies used in event management.
7. Analyze and understand aspects of financial management of events.
8. Identify consequences of logistics management including staging, tenting and technical production.
9. Know and understand the basics in banquet management, service, off prem catering, and menu (food and drinks) as requirements of 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, vendor selection, time management

2. Event Financial Management
– budget (Profit & Loss), ROIs, Break-Even Point, Targets

3. Campaign for Participation
– identify Experts/Resource Speakers, participants, exhibitors, corporate sponsors, media partners

4. Event Technology
– registration, promotion campaign, ticketing, mobile/web apps, chatbots, special effects, AVPs

5. Special Event Program
– includes contests, award ceremonies, entertainment, design galleries, art and photo exhibits,
special settings of events

6. Event Marketing, Communication and Promotion, Sponsorship
– Tri-media (radio, TV, print), digital (internet/mobile), direct mail, PR, below-the-line/OOH, activation campaigns
– Panel Discussion on corporate sponsorship

7. Event Creative Process
– overall theme, creative story telling and narratives, creative process and pathways

8. Event Styling
– overall creative execution of event theme into distinct unique style and character,
merchandising, and activation

9. Food and Beverage Requirements
– menu selection, catering, staffing, physical set-up/dismantling, and 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 and Discount Scheme

To cover 3 days attendance, lunch and snacks, training kits, and certificate.

– Local Participants Rate

PHP 25,000 plus VAT – 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 (Send 5 delegates and get additional 1 for free)

For Sponsorship/Registration
Call: +632-8960639, 8960637
Fax: +632-8960637
Visit Website:

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
6. I just wish we have more time in sharing life and speaker’s experience stories. – Mary Grace Sardea, Monogram Style PH
7. Great Seminar. 🙂 We hope to attend another event like this from Fiera de Manila! – Evey Vela, Unionbank

Resource Speakers and Experts

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

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. (

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 22 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 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). In 2011, she is one of the Board of Directors of AdBoard (Advertising Board of the Philippines).

Myrna Sunico

Design Thinking and Entrepreneurship

Myn is currently a Consultant in Design Thinking and Start up Entrepreneurship. She was the Executive Director of Design Center of the Philippines (DCP), an attached agency of the Department of Trade and Industry.

She was a faculty member of the College of Fine Arts and Design and a Department Chair of the Industrial Design Department for two terms at the University of Santo Tomas.

She set up the Myriad Import Export as buyers’ representative for principals from Dubai, Germany and Belgium.

She was an Assistant Div Chief at CITEM Domestic Operations managing the Manila FAME Market Week and official Philippine participation in various international trade fairs and missions.

Eduardo Mapa, Jr.

Founder and CEO
Castle By The River
A Digital Transformation Agency

‘Digital Transformation Agent and Evangelist, Culture Maker, Data Whisperer And Chief Storyteller – At Large.’

Ed is the Founder and CEO of Castle By The River, A Digital Transformation Agency.

He has over 25 years of experience in the field of advertising, digital marketing, public relations and strategic planning.

Prior to moving in the start up and consultancy arena, Ed’s career spanned across key markets in Asia and worked with global advertising and marketing networks: Omnicom Group and Havas.

He was CEO of Digital Arts Network (DAN)/TBWA Manila; Co-Founding Partner of Havas Media Ortega in Manila; Chief Innovation Officer, Havas Media China; CEO of Havas Digital, Beijing; CEO of Havas Digital Mumbai, India; CEO and President of Media Contacts, Philippines (now Havas);Regional Account Director, Euro RSCG (now Havas) in Singapore.

He has led numerous innovative advertising and digital marketing campaigns and handled the businesses of Procter & Gamble, Unilever, Intel, Volvo, Smart Communications and Globe Telecoms among others.

Ed is one of the Co-Founding Directors of the Internet and Mobile Marketing Association of the Philippines (IMMAP)- the country’s premiere industry authority in digital marketing. He is recognized father of the ‘Boomerangs’– considered as the Oscars of Digital marketing campaigns in the Philippines and just recently, Ed was the Director-In-Charge of the highly successful first Philippine Digital Congress in 2016 at the Philippine International Convention Center (PICC).

Rino P. Datuin

Industrial Designer
Professor, Miriam College

Rino Datuin is currently the Chair for Applied Arts and Humanities, 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.

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.

Michelle Padrelanan

Event Detailer Events Management Services

Michelle is an Entrepreneur and a Professional Event Organizer since 2014. She organizes conferences, socials, workshops, and weddings.

She is the Co-Founder and Sponsorship Director of Educating for Life – the team that mounts the annual Philippine Homeschool Conventions attended by more than 1000 participants.

She is proficient in creative writing, editing, public speaking, and blogging.

She holds a degree in BS Hotel and Restaurant Management from the University of Santo Tomas.

Cristina Barretto Cabildo

Events Planner and Stylist
Events & Milestones

Cristina Barretto-Cabildo has a solid experience in organizing events and staging trade shows and exhibits. She had a hand in organizing and implementing international trade exhibitions, such as, the Manila F.A.M.E shows, one of the banner projects of the Center for International Trade Expositions & Missions (CITEM), an attached agency of the Department of Trade & Industry (DTI). She worked as Chief Trade & Industry Development Specialist in the Operations Group of Hardgoods Division. She was also a member of the DTI Business Development Team for Giftware and Holiday Decor Committee.

Amongst her important career accomplishments are her work as the official Philippine Representative and Project Manager of overseas projects, such as, the International Houseware Show, Tokyo, Japan, Hong Kong Gifts and Houseware Fair, Hongkong, Salone del Internazionale del Mobile (Trade Show on Furniture & Furnishings, Milan, Italy), Frankfurt International Autumn Fair, Frankfurt, Germany, International Home Furnishings Market, High Point, NC, USA, Tokyo International Trade Fair/Yokohama Exotic Showcase, Tokyo & Yokohama, Japan, Philippine Selling Mission & Solo Philippine Display in Melbourne & Sydney, Australia, and was a recipient of a scholarship funded by the Centre for Promotion of Imports from Developing Countries (CBI) on Technical Training Course on Organizing Group Participation in International Trade Fairs (INTFAIR) held in Rotterdam, The Netherlands.

Cristina was cited as head of the team that was awarded as The Most Creative Idea by DTI and The Anvil Awards for Exhibition Design Excellence by the Marketing Association of the Philippines.

Cristina was cited as head of the team that was awarded as The Most Creative Idea by DTI and The Anvil Awards for Exhibition Design Excellence by the Marketing Association of the Philippines.