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Effective Event Management (SFC) 


Events are part and parcel of the corporate life. There are all types of events being organised ranging from launch of new products to analyst briefings to customer functions to road shows and press conference etc… A well-organised and effective event will help enhance the corporate image and increase sales potentials whilst a badly organised one will reflect poorly on the organisation.

Many marketing professional learn the event organising skills through trial and error in their career. This course attempt to provide them with the knowledge and skills acquired through experience.

This will be a practical course whereby you learn how to :
- Organise a more effective and impressive event
- Develop an event management (checklist) and how to avoid possible mistakes and pitfalls
- Brief, organise and manage the organising team, suppliers and event partners and manage the overall budget effectively
- Develop an Integrated Event Marketing approach for better impact

The course also foster team work and cooperation among the participants
Through this course, the learners will gain some practical knowledge on organising an event and some of the pitfalls to avoid as well as understand the different type of events and their requirements. 


• Understand purpose of event & event objectives
• Develop the event positioning & concept/ theme & event brief
• Discuss the challenges of different target groups & venues
• Develop the event timeline, budget & checklists
• Manage event suppliers & event team
• Manage the expectations, budget & timelines
• Develop an Integrated Event Marketing approach for better impact
• Examine the requirements of different types of events
• Apply contingency planning


1. List the different types of events and discuss their requirements/implications

2. How to get started
• Event Concept, objectives and positioning
• Target groups and expectations
• Date and Time of event
• Venue selection
• Program and Entertainment
• Estimated Budget

3. Creating an effective Team
• Organise the event team
• Manage external partners and suppliers

4. Managing the Event
• Project Management
• Budget Control

5. Organising the different events
• Press Conference
• Overseas Event
• Outdoor Event
• Conference and workshop
• Exhibition and Road-show
• Product Launch

6. Event Logistics
• Invites / Tickets
• Catering
• Staging and Signage
• General Checklist

7. Organising a Great Event
• Catering for the unexpected
• Integrated event marketing
• Tips for Organising a Great Event  


Ms Tan, Lina

Lina Tan holds a Bachelor of Business Administration degree from the National University of Singapore and a Graduate Diploma in Marketing Management. Lina Tan has close to 20 years of Strategic Planning, Marketing Management and Communications experience in various industries both regionally and locally.

Lina Tan started her Marketing career with several MNCs in both Consumer products and well as Service industries such as Levi Strauss (S) Pte Ltd, Whatman Far East Pte Ltd, DHL Singapore, Far East Region and IndoChina, MasterCard International Asia Pacific and Cycle and Carriage (S) Pte Ltd – Mercedes Benz Division.

Lina held several positions during the years with DHL – Marketing Services Manager for DHL Singapore, Regional Marketing Planning Manager with DHL Far East Regional Office (based in Hong Kong) and Marketing Manager for DHL IndoChina & South Asia.

At Cycle and Carriage as the Divisional Manager (Marketing), Lina played a key role in all the marketing and PR activities for Mercedes-Benz Passenger Cars, Commercial Vehicles and Aftersales services.

Since leaving Cycle & Carriage, Lina has worked with many SME companies and MNCs on various Branding and Marketing projects. She has helped the companies to be more professional and effective in achieving their goals and vision.

Who Should Attend

Young Marketing Executives (less than 3 years experience) and other Non-Marketing Professionals who need to organise events in the course of work.

Course supported for the new Union Training Assistance Programme (UTAP) funding

Union members may enjoy up to $250 unfunded course fee support when you sign up for courses supported under UTAP. Conditions apply. Visit www.ntuc.org.sg for more information.  



30 to 31 May 2019 


9:00am to 5:00pm 


NTU@one-north campus, Executive Centre 

Closing Date:

16 May 2019 

Course Fee:

Standard: S$631.30  

NTU/NIE Alumni, Staff & Students: S$505.04  

Group (3 & Above): S$568.17

NTUC Member: S$568.17


Registration fees inclusive of:

  • Course materials

  • Light refreshments

  • Complimentary Lunch - applicable at NTU@one-north campus only

  • Prevailing GST

Online Registration

>> CLICK HERE to Register Online


Methods of Payment

1. Credit Card (Visa, American Express and Mastercard only)

2. Cheque made payable to Nanyang Technological University

3. Invoice to Company (for Company Sponsored Participants)

4. E-invoice (for Government Organizations)

5. Telegraphic Transfer or Bank Draft (Note: All related charges are to be borne by participant)

Cancellation & Refund Policy

A written notification to pace@ntu.edu.sg or fax to

6774 2911 before course closing date.

No cancellation charges (Full refund)



A written notification on or after course closing date.

No Refund

SkillsFuture Credit (if applicable):
- Participant to cancel their claim with WDA
- PaCE@NTU reserves the rights to collect the full fee amount from the participant

Replacement Policy

Given a 3 days notice before course commencement, companies may replace participants who have signed up for the course. Terms and conditions apply.


There is no replacement for participant utilising SkillsFuture Credit. Participant to cancel their SkillsFuture Credit claim with WDA.

Terms and Conditions

• Course is subject to a minimum participation before commencement
• Course is subject to a first-come-first-serve basis in light of overwhelming responses
• PaCE@NTU reserves the right to change or cancel any course or trainer, in light of unforeseen circumstances
• All details are correct at time of dissemination

Privacy Clauses

At PaCE@NTU, participants’ personal information is collected, used and disclosed for the following purposes:
  1. To process your application.
  2. For course administration and billing.
  3. To enable the trainers to know the background of the course participants.
  4. To submit to governmental authorities for funding verification, administration and survey conducted by them (only applicable to funded courses).
  5. To submit to NTU Alumni Affairs Office, NTUC and other relevant organisations for course discount verification (if applicable).
  6. To issue certificate to the course participants.
  7. For marketing of courses to participants via E-newsletter.
  8. To understand and study the profile of its course participants for NTU’s policy making and planning.
  9. To deal with any matter related to the course.
Full Data Protection and Privacy Statement : CLICK HERE  



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