Advanced Professional Certificate in Corporate Event Organisation

Submodule 1.1. Types of corporate events

Distinguish conventions, shareholder meetings, launches, incentives and internal events by their business objectives.

Submodule 1.2. The event as a communication tool

Analyze how events reinforce brand strategy and company culture.

Submodule 1.3. Stakeholders and target audiences

Identify shareholders, employees, clients, press and authorities as audiences with different needs.

Submodule 1.4. The MICE industry in figures

Review the size, trends and main players of the meetings and incentives market.

Submodule 1.5. Corporate event team roles

Define the duties of the event manager, coordinator, head of protocol and key suppliers.

Submodule 1.6. Corporate briefing and requirements gathering

Learn to extract the objectives, constraints and expectations of internal or external clients.

Submodule 1.7. SMART objectives applied to events

Write measurable objectives that link the event to specific business results.

Submodule 1.8. The corporate event lifecycle

Work through the stages of conception, planning, execution, close-out and post-event evaluation.

Submodule 1.9. Ethics and compliance at corporate events

Apply anti-corruption, corporate gift and conflict of interest policies in event organization.

Submodule 1.10. Current trends in corporate events

Explore hybrid formats, immersive experiences, wellbeing and personalization at scale.

Submodule 2.1. Principles of protocol and ceremonial

Understand protocol as a system of order, respect and communication.

Submodule 2.2. Differences between official and business protocol

Compare official regulations with the internal rules that apply in private companies.

Submodule 2.3. Corporate protocol manual

Prepare an internal manual with criteria for precedence, image and guest treatment.

Submodule 2.4. Order of precedence in the company

Set the order of dignitaries and executives by position, seniority and importance.

Submodule 2.5. Head tables and seating systems

Apply alternating and linear systems for presiding over events, tables and platforms.

Submodule 2.6. Forms of address and courtesy formulas

Correctly use titles, honorifics and written and spoken formulas.

Submodule 2.7. Flags, anthems and corporate symbols

Arrange official and corporate flags and manage the display of institutional symbols.

Submodule 2.8. Dignitaries at private events

Manage the invitation, reception and seating of public officials at corporate events.

Submodule 2.9. Etiquette and dress code

Define and communicate dress codes appropriate to each type of corporate event.

Submodule 2.10. Protocol in written communication

Draft invitations, formal notes, place cards and protocol letters in the correct format.

Submodule 3.1. Preliminary research and context analysis

Analyze the audience, competitors and environment to support the event's creative decisions.

Submodule 3.2. Creative concept and storytelling

Build a narrative thread that gives coherence to the content, set design and communication.

Submodule 3.3. Designing the attendee experience

Map the guest journey from invitation to post-event follow-up.

Submodule 3.4. Choosing format and duration

Decide between in-person, hybrid or virtual formats according to objectives and budget.

Submodule 3.5. Designing the agenda and content

Structure sessions, talks, breaks and networking to hold the audience's attention.

Submodule 3.6. Choosing the venue and spaces

Evaluate venues by capacity, accessibility, image, technical services and location.

Submodule 3.7. Set design and brand image

Integrate corporate visual identity into stages, signage and decorative elements.

Submodule 3.8. Value proposition for sponsors

Design sponsorship packages consistent with the event's objectives and audiences.

Submodule 3.9. Presenting the proposal to the client

Prepare and defend a creative and technical proposal before the management committee.

Submodule 3.10. Prototyping and validating the concept

Test key ideas with users or executives before committing resources.

Submodule 4.1. Work breakdown structure

Divide the event into work packages that can be assigned, measured and controlled.

Submodule 4.2. Schedules and Gantt charts

Build timelines with dependencies, milestones and the project's critical path.

Submodule 4.3. Digital event management tools

Use project management platforms and event-specific software.

Submodule 4.4. RACI responsibility matrix

Assign who is responsible, accountable, consulted and informed for each key task.

Submodule 4.5. Supplier management and tenders

Prepare specifications, compare bids and select suppliers using objective criteria.

Submodule 4.6. Contracting and negotiating with venues

Negotiate rates, occupancy guarantees, cancellation clauses and included services.

Submodule 4.7. Staff planning

Size hosts, technicians, security and support staff according to attendance.

Submodule 4.8. Project change control

Manage client changes without losing control of deadlines or budget.

Submodule 4.9. Internal team communication

Set up meetings, status reports and effective coordination channels.

Submodule 4.10. Event technical documentation

Prepare the production book, technical riders and site plans.

Submodule 5.1. Preparing an event budget

Estimate line items for venue, production, catering, transport, staff and contingencies.

Submodule 5.2. Event funding models

Combine in-house budget, sponsorship, registration fees and available grants.

Submodule 5.3. Budget control and variances

Track actual spending against forecast and correct variances in time.

Submodule 5.4. Basic event taxation

Learn the treatment of indirect taxes and invoicing in event services.

Submodule 5.5. Managing payments and deposits

Organize supplier payment schedules and control deposits and guarantees.

Submodule 5.6. Calculating the break-even point

Determine the number of attendees or sponsorships needed to cover costs.

Submodule 5.7. Negotiating sponsorships

Prepare pitches and measurable benefits to close sponsorship deals.

Submodule 5.8. Corporate travel policy

Apply company travel policies to attendee travel and accommodation.

Submodule 5.9. Managing incentives and awards

Design incentive trips and recognition aligned with sales objectives.

Submodule 5.10. Financial close-out

Prepare the final balance, invoice reconciliation and the event's financial report.

Submodule 6.1. Build and breakdown

Plan timings, loading access and the build sequence with suppliers.

Submodule 6.2. Audiovisual and technical production

Coordinate sound, lighting, video and streaming according to the technical rider.

Submodule 6.3. Running order and event script

Write the minute-by-minute running order with speeches, cues and technical changes.

Submodule 6.4. Accreditation and access control

Implement registration, accreditation and real-time capacity control systems.

Submodule 6.5. Managing speakers and VIPs

Coordinate arrival, rehearsals, green rooms and care of speakers and guests of honor.

Submodule 6.6. Coordinating corporate catering

Plan coffee breaks, lunches and gala dinners according to format and restrictions.

Submodule 6.7. Transport and transfer logistics

Organize attendee transfers, airport transfers and movements between venues.

Submodule 6.8. Team operational briefing

Prepare and lead the pre-event meeting with all staff and suppliers.

Submodule 6.9. Managing live incidents

Resolve technical, agenda or guest issues using defined protocols.

Submodule 6.10. Dress rehearsal and final checklist

Check every element of the event through a technical rehearsal and checklists.

Submodule 7.1. Annual general meetings

Organize the logistics, agenda and chairing of shareholder meetings.

Submodule 7.2. Openings and groundbreakings

Design the ceremonial for openings with dignitaries, speeches and plaque unveilings.

Submodule 7.3. Signing agreements

Prepare signing tables, the speaking order and photo coverage of the ceremony.

Submodule 7.4. Award ceremonies and galas

Structure galas with hosting, award presentations and time control.

Submodule 7.5. Official visits to the company

Plan routes, reception and escorting of dignitaries at corporate facilities.

Submodule 7.6. Business lunches and dinners

Apply guest seating, head table arrangements and table protocol.

Submodule 7.7. Anniversaries and corporate celebrations

Design commemorative events that reinforce the company's history and sense of belonging.

Submodule 7.8. Corporate press conferences

Organize the media invitation, room, spokespeople and press materials.

Submodule 7.9. Events with foreign delegations

Adapt the ceremonial to international delegations, languages and cultural sensitivities.

Submodule 7.10. Events in times of mourning or crisis

Manage tributes, moments of silence and respectful communication at sensitive times.

Submodule 8.1. Event communication plan

Define messages, channels and the communication calendar for before, during and after.

Submodule 8.2. Event marketing and attendee acquisition

Design campaigns to attract qualified attendees and increase the registration rate.

Submodule 8.3. Social media and live coverage

Plan content, hashtags and real-time social media coverage.

Submodule 8.4. Media and press relations

Manage press releases, journalist accreditation and coverage tracking.

Submodule 8.5. Virtual and hybrid event platforms

Select and configure platforms for remote audiences with effective interaction.

Submodule 8.6. Event apps and engagement

Implement apps with agendas, voting, polls and attendee networking.

Submodule 8.7. Internal communication and employer branding

Use internal events to strengthen culture and the employer brand.

Submodule 8.8. Post-event audiovisual content

Produce highlights, interviews and reusable pieces for the content strategy.

Submodule 8.9. Online reputation management

Monitor mentions and respond to comments during and after the event.

Submodule 8.10. Email marketing and nurturing

Design email sequences for invitations, reminders and attendee follow-up.

Submodule 9.1. The legal framework for events

Learn the licenses, permits and regulations that apply to public and private events.

Submodule 9.2. Contracts and force majeure clauses

Draft and review contracts with clear cancellation and liability clauses.

Submodule 9.3. Attendee data protection

Apply data protection rules to registrations, images and lists.

Submodule 9.4. Insurance and public liability

Take out public liability, cancellation and accident cover suited to the event.

Submodule 9.5. Emergency and evacuation plan

Prepare emergency plans, capacity limits and evacuation routes with the venue.

Submodule 9.6. Security for VIPs

Coordinate with security teams to protect dignitaries and executives.

Submodule 9.7. Universal accessibility

Ensure physical, sensory and cognitive accessibility for all attendees.

Submodule 9.8. Sustainable events and ISO 20121

Apply sustainable management criteria and the principles of ISO 20121.

Submodule 9.9. The event's carbon footprint

Calculate and reduce emissions from transport, energy, waste and catering.

Submodule 9.10. Corporate social responsibility

Integrate social and local impact initiatives into event design.

Submodule 10.1. Annual events strategy

Design an events calendar aligned with the company's strategic plan.

Submodule 10.2. Leading multidisciplinary teams

Develop leadership, delegation and motivation skills in production teams.

Submodule 10.3. Crisis and reputation management

Prepare response protocols for crises affecting the event or the company.

Submodule 10.4. Advanced client negotiation

Apply negotiation techniques to close deals and manage expectations.

Submodule 10.5. Defining KPIs and calculating ROI

Select indicators and calculate return on investment and on objectives.

Submodule 10.6. Innovation and new technologies

Incorporate artificial intelligence, augmented reality and data into your events strategy.

Submodule 10.7. Key account management

Develop long-term relationships with strategic corporate clients.

Submodule 10.8. Satisfaction surveys and analytics

Design questionnaires and analyze registration, attendance and digital engagement data.

Submodule 10.9. Dashboards and close-out report

Present results in dashboards and write conclusions and lessons learned.

Submodule 10.10. Preparing and defending the final project

Structure the project report and prepare its defense before an examination panel.

Design and lead a high-level corporate event (convention, shareholder meeting or launch), including a protocol plan, budget, risk management, return KPIs and a defense before an examination panel.