Professional Certificate in CRM (customer Relationship Management) for Event Companies
The Professional Certificate in CRM (customer Relationship Management) for Event Companies is a 100% online professional certificate (450 hours, 36 weeks) for anyone who wants to build a career in CRM (customer relationship management) for event companies. You learn through practical modules and real case studies, guided by tutors with industry experience, and finish with a final project.
New intake every two months · Interest-free payment plans · ESINEV certificate of completion (non-accredited training).
Overview
This professional certificate focuses on customer relationship management (CRM) specifically designed for event companies. It offers a deep understanding of how to build and maintain strong client relationships, which is essential for success in the event planning industry.
Studying from Australia
This programme is delivered 100% online in English, so you can study from anywhere in Australia — Sydney, Melbourne, Brisbane, Perth, Adelaide or Auckland — and fit your learning around work. The skills covered apply directly to events across Australia, from conferences and exhibitions to weddings and festivals. Fees are shown in Australian dollars (AUD) and can be spread with interest-free instalments.
About your certificate
ESINEV programmes are non-degree professional training delivered 100% online. On completion you receive an ESINEV certificate of completion. ESINEV is a private online training provider: this programme is not an Australian degree or AQF qualification, and is not accredited by TEQSA or ASQA.
Your learning path
Curriculum
A 450-hour program on implementing and strategically using a CRM in events companies, organized in 8 modules.
Submodule 1.1. What a CRM is and what it is for
Understand CRM as a strategy, a process and a technology tool.
Submodule 1.2. Operational, analytical and collaborative CRM
Distinguish the three dimensions of CRM and how they are applied.
Submodule 1.3. The events client lifecycle
Map the stages from first contact to loyalty.
Submodule 1.4. Types of clients in an events company
Distinguish corporate clients, private individuals, attendees and sponsors.
Submodule 1.5. Benefits and challenges of implementing a CRM
Analyze expected improvements and common barriers to adoption.
Submodule 1.6. The CRM solutions market
Compare HubSpot, Salesforce, Zoho, Pipedrive and industry-specific CRMs.
Submodule 1.7. Integrating the CRM with other tools
Learn about integrations with ticketing, email marketing, ERP and event apps.
Submodule 2.1. Segmenting the client base
Group clients by type, volume, industry and potential.
Submodule 2.2. The events client buyer persona
Define decision-maker, influencer and buyer profiles.
Submodule 2.3. The corporate client journey
Design touchpoints before, during and after the event.
Submodule 2.4. Value proposition by segment
Tailor messages and services to each priority segment.
Submodule 2.5. Loyalty policy
Define retention, repeat purchase and referral actions.
Submodule 2.6. CRM objectives and indicators
Set measurable acquisition, conversion and retention targets.
Submodule 2.7. Client data governance
Establish owners, quality standards and rules for using information.
Submodule 3.1. Data model: contacts, companies and opportunities
Structure the CRM's entities and relationships for the events business.
Submodule 3.2. Custom fields for events
Create fields for event type, capacity, dates and budget.
Submodule 3.3. Stage-based sales pipeline
Define stages from lead to confirmed and invoiced event.
Submodule 3.4. Importing and cleaning data
Migrate databases while removing duplicates and errors.
Submodule 3.5. Users, roles and permissions
Configure access according to the roles of the sales and production teams.
Submodule 3.6. Email and document templates
Prepare templates for proposals, follow-ups and confirmations.
Submodule 3.7. Customizing views and dashboards
Adapt views for sales reps, coordinators and management.
Submodule 4.1. Lead acquisition and qualification
Apply BANT or similar criteria to prioritize opportunities.
Submodule 4.2. Lead scoring
Score leads by profile and behavior to focus effort.
Submodule 4.3. Opportunity management and forecasting
Log opportunities with value, probability and close date.
Submodule 4.4. Tracking activities and tasks
Schedule calls, meetings and follow-up reminders.
Submodule 4.5. Managing proposals from the CRM
Link quotes and versions to each opportunity.
Submodule 4.6. Key account management
Plan relationships with major accounts and framework agreements.
Submodule 4.7. After-sales and repeat business
Identify new editions and additional services after the event.
Submodule 5.1. Integrated email marketing
Design segmented campaigns connected to the CRM database.
Submodule 5.2. Nurturing workflows
Automate sequences that guide the lead through to the sale.
Submodule 5.3. Forms and landing pages
Capture leads with forms connected to the CRM.
Submodule 5.4. Communicating with event attendees
Automate confirmations, reminders and post-event surveys.
Submodule 5.5. Integration with social media and ads
Connect acquisition campaigns with sales follow-up.
Submodule 5.6. Managing sponsors and exhibitors
Record sponsorship benefits, deliverables and renewals.
Submodule 5.7. Personalizing the experience
Use CRM data to personalize messages and offers.
Submodule 6.1. Sales and pipeline reports
Analyze the volume, value and velocity of the sales funnel.
Submodule 6.2. Conversion rate by stage
Identify bottlenecks in the sales process.
Submodule 6.3. Revenue forecasting
Calculate weighted forecasts based on opportunities.
Submodule 6.4. Profitability by client and segment
Cross-reference sales and financial data to prioritize clients.
Submodule 6.5. Loyalty metrics
Measure repeat rate, churn and customer lifetime value.
Submodule 6.6. NPS and customer satisfaction
Integrate satisfaction surveys into the client history.
Submodule 6.7. Management dashboards
Design executive dashboards with the key business indicators.
Submodule 7.1. Data protection law applied to the CRM
Manage lawful bases, consents and data subject rights.
Submodule 7.2. Consent and marketing communications
Comply with the rules on electronic marketing communications.
Submodule 7.3. Security and access control
Protect information with permissions, strong passwords and audit trails.
Submodule 7.4. Data retention and deletion
Define retention periods and deletion processes.
Submodule 7.5. Change management and team adoption
Drive daily use of the CRM with training and incentives.
Submodule 7.6. Data quality and maintenance
Set up routines for cleaning and enriching records.
Submodule 7.7. CRM and digital sustainability
Reduce paper and manual processes through sales digitalization.
Submodule 8.1. Assessing current sales management
Analyze the processes, tools and data of an events company.
Submodule 8.2. Selecting the CRM tool
Compare solutions using a requirements and cost matrix.
Submodule 8.3. Designing the pipeline and data model
Define stages, fields and entities adapted to the case.
Submodule 8.4. Data migration plan
Plan the initial upload of clients and opportunities.
Submodule 8.5. Automation plan
Design acquisition, follow-up and loyalty workflows.
Submodule 8.6. Training and adoption plan
Prepare team training and usage indicators.
Submodule 8.7. Presenting the implementation project
Defend the project with a schedule, costs and expected benefits.
Design a CRM implementation project for an events company, including pipeline, data model, automations, data protection compliance and an adoption plan.
How you learn
Virtual campus available 24/7 on any device.
Personal follow-up and feedback on your work.
Flexible schedule that fits around your job.
Apply what you learn to a real events case.
Nearby You will get the support of our highly trained teachers, who will expedite your academic development, as well as the guidance of a backup mentor to assist you in achieving your goals.
Practical Our academic virtual space will be your main educational platform, where you will find all the programs you will take. In addition, you will have access to the electronic library, an online society to interact with other trainees and support accessible at all times.
Career paths
Admissions
- Request information
Leave your details and an adviser will contact you.
- Guidance call
We review your profile and career goals.
- Enrolment and access
Secure your place and get access to the campus.
Fees & payment
Indicative instalment. Please confirm payment terms with the admissions team.
At Esinev Education in collaboration with ISEIE Innovation School, we are dedicated to ensuring your future by offering you a wide range of scholarships and financial aid so that you can receive the best education without obstacles. Our scholarships and grants are available to everyone, regardless of your profile, as we have various options to adapt to your personal circumstances. Explore all the information about our scholarships and aid, and choose the one that best suits your needs to ensure your academic training.
Academic excellence The scholarship for Students with an outstanding academic record is awarded to those students who have demonstrated outstanding performance in their studies. This scholarship recognises and rewards the effort, dedication and academic achievements of outstanding students.
Scholarship for people over 45 The scholarship for People over 45 is a unique opportunity designed specifically for people who want to resume their higher studies after having passed a certain stage of their life. This scholarship is aimed at those individuals who, despite not having had the opportunity to obtain a university education at the time, wish to acquire new knowledge and skills to advance their career or explore new professional horizons.
Scholarship for those under 25 The scholarship for young people under 25 is designed to support this specific age group in their pursuit of higher education. This scholarship provides opportunities and financial resources to help young people overcome economic barriers and access quality education. We value the potential and commitment of young people in their academic and professional development, which is why this scholarship is awarded to those who demonstrate outstanding academic performance, as well as strong motivation and dedication to achieve their educational goals. We are committed to supporting talented young people and providing them with the necessary tools so they can make the most of their potential and achieve a successful future.
Woman Leader Scholarship The “Women and Leadership” scholarship is designed to support and empower women who demonstrate strong leadership potential in their fields of study. This scholarship offers the opportunity to receive a quality education and develop leadership skills to help women excel in their careers and challenge gender stereotypes.
Entrepreneurship Scholarships The scholarship is aimed at those people who are working on projects or ventures that seek to generate a positive impact on the world. It is designed to support those individuals committed to making the world a better place through their initiatives.
Large Family The scholarship is specially designed for those students who belong to a large family, recognising and supporting the special circumstances they face in terms of financial resources and family responsibilities.
Self-Employed Scholarship The “Self-Employed Scholarship” is financial aid designed to support entrepreneurs and self-employed workers in their professional development and business growth. This scholarship offers financial support to cover expenses related to the training, advice and resources necessary to strengthen your business skills and competencies.
Job integration scholarship (for unemployed) The job integration scholarship is specifically designed to help unemployed people reintegrate into the labour market. This scholarship provides additional financial support and resources to ease the transition to new employment.
Frequently asked questions
Is this an official degree?
On completion you receive an ESINEV certificate. It is not an official degree; recognition can be assessed depending on the programme you complete and local regulations.
How long is it and how many hours?
Duration: 36 weeks. Study load: 450 hours, designed to fit around your work.
Is it taught online?
Yes. It is 100% online, with a virtual campus, downloadable materials and tutoring from industry professionals.
Can I pay in instalments?
Yes. Payment: 5 months. The admissions team will confirm the terms.
When can I start?
New intakes open every two months. Request information to secure a place in the next one.
Shall we talk about your future in events?
Leave your details and an adviser will walk you through the programme, dates and payment options.
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