The 13th Event Management Certification Course 2019

Date: November 20 - 22, 2019
Location: AIM Conference Center, Makati City, PH

The 13th Event Management Certification Course 2019


The proliferation of events as a strategic marketing tool used by companies and brands 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 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 elements of the project. As a multi-dimensional profession, the Event Manager is 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. 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 the latest technologies used in event management
7. Understand the financial management for events
8. Predict consequences of logistics management including staging and technical production
9. Know the basics in banqueting, waitering, catering, food/drinks requirements of events

Be a part of this certificate course and learn the industry best practices, principles and executions of event management.

Key Course Topics

1. Phases of Event Management

– Discussion covering the 5 phases or life cycle of event management
– Venue/site inspection and selection

2. Event Marketing, Communication and Promotion, Sponsorship

– Campaign for participation (delegates, exhibitors, seminar attendees, VIPs)
– Tri-media (radio, TV, print), digital, direct mail, PR, below-the-line/OOH, activation campaigns
– Panel Discussion on corporate sponsorships

3. Event Financial Management

– Setting event budget and financials (presented in Profit & Loss), ROIs, Break-Even Point, Profit Ratios

4. Event Technology

– State-of-the-art technologies in events: website, registration, promotion campaign, ticketing, special effects, AVPs

5. Event Creative Process

– Overall theme, creative storytelling and narratives, creative process and pathways

6. Event Styling and Merchandising

– Overall creative execution of event theme into distinct unique style and character, merchandising, and activation

7. Event Food and Beverage Requirements

– Discussion on menus, banqueting, waitering, physical set-up, room assignments

8. Event Evaluation

– Discussion on feedback forms, survey questionnaires, data collection

9. 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
– Best Buy Promo: Package of 3 Delegates + 1 Free (Send 3 delegates and get additional 1 for free)

For Sponsorship/Registration

Call: +632 – 8896-0639, 8896-0637
Visit Website:

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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

The Resource Speakers and Experts

Alice Conway, CSEP, CHEP

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).

Eduardo I. Mapa, Jr.

Country Head/Partner
Entropia CBR

‘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 Mumbia, 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.

Katrina C. Pineda

Supervising Trade & Industry Development Specialist
Project Management Department
Center for International Trade Expositions and Missions (CITEM-DTI)

Kate Pineda is the Supervising Trade & Industry Development Specialist and OIC – IT Services Division and Business Development Unit of CITEM-DTI.

Recognized for her remarkable efforts in elevating trade buyer sourcing experience in the Philippines, Kate is a champion of innovation who is instrumental in systematizing buyer engagement through responsive online trade registration processes and proactive business-to-business (B2B) procedures.

She is responsible for strengthening buyer networks and linkages through reinforced pre-event buyer matching and micro-sourcing activities, thematic marketing and e-campaign and presentation, and reliable database management that creatively cultivate and sustain meaningful export order-taking / trade attendance during CITEM organized fairs. She currently heads the business development unit of the agency.

Kate holds BS Hotel and Restaurant Administration degree in University of the Philippines and an MBA degree from the De La Salle University.