Register for the Exhibition Management School
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Register for
the Exhibition
Management
School
UFI and MBB-Consulting have joined forces
to launch a new industry education programme
for exhibition organisers, the UFI-Exhibition
Management School (UFI-EMS). This collaboration
will drive high-quality education and training for
the global exhibition industry for years to come.
10 online sessions over 4 weeks, starting
DATE
28 June 2021
Format: Online session (Zoom) Language: English
€895 €1195
COS T
(exc. VAT) (exc. VAT)
UFI member non-member
ufi-ems.com
INFO
For course information and booking
Places are limited - register now!
About the Programme
The UFI Exhibition Management School is a continuum of
the Exhibition Management Degree that UFI initiated and
has been organizing since 2007. The new programme’s
curriculum was developed hand in hand with the UFI
community. UFI and MBB worked with an exhibition industry
task force, made up of senior members from different
exhibition organisers across all UFI member regions.
As a result, the curriculum is a programme designed by
exhibition organisers for exhibition organisers.
The Faculty
Specifically designed for middle and senior level individuals
from exhibition organising companies, the programme will
be delivered by a faculty of industry experts. The UFI-EMS
combines both global insights and regional expertise –
following the clearly articulated need for education that adapts
a global curriculum to specific regional and local requirements.
Course Topics
Starting 28 June 2021, the programme will be held onlineand will
cover a wide range of relevant industry topics, such as strategy,
global business development, marketing, leadership, digital
innovation and more. (See page 3)
Global Certification
Graduates from the UFI-Exhibition Management School
will receive a globally recognised Certification for Exhibition
Management.
Places are limited
Register now!
Programme Sessions
Agile Cross-Sales Strategies Customer Centricity & Care
This part of the course will guide participants from A day in the life of your customer. This section will focus
understanding the exhibition value proposition to getting on the operations and services cycle from the customer’s
past the gatekeeper and closing the deal. It will provide a perspective. Gain insight into how the customer
wide range of different sales strategies and team set-ups experiences the services around the exhibition, with a
that have proven valuable for the exhibition industry. special focus on logistics, security, safety and sustainable
development. Participants will get the opportunity to
Drawing on best-practice examples, participants
step back and reflect on how to use processes that are
will evaluate sales strategies while focusing on lead
available for a seamless, optimal customer experience
generation, key-account management, closing and
whilst also maximising efficiency.
more. The programme works with examples of single
shows and portfolios.
Cross-Channel Exhibition Marketing Digital Innovation
This section will cover all aspects of modern trade show The opportunities that digital tools present are far more
marketing for exhibitors, visitors and partners – ranging diverse and cross departmental than they were five years
from mass marketing and key-account marketing to ago. This part of the course will provide an in-depth look
digital and traditional marketing strategies. at digital tools and techniques in sales, marketing and
business development.
Participants will learn how targeted marketing can
help to grow a show internationally, to grow specific We will demonstrate how digital innovation can enhance
segments, and to lift the overall quality of a show. the trade show business model by using best-practice
Furthermore, participants will learn how to create target- examples from both inside and outside the industry.
based marketing plans that fit a defined budget.
Human Resources & Leadership Global Business Development
HR challenges include the need to identify, develop and This part of the course will provide fundamental insight
retain skills in a fast-changing, increasingly numerical into all stages of trade show business development
world. This part of the course will address industry – from researching markets and evaluating business
trends that affect our exhibition industry – and the concepts to creating a launch plan that includes go/no-
people working within it. Participants will hone their go milestones.
innovative people skills and strategies for empowering
Participants will learn how to filter trade show ideas
and recruiting employees, reducing employee turnover,
based on defined KPIs and create a list of commercial
promoting employee development, and retaining a
opportunities.
talented and diverse workforce.
In a second step, participants will learn how to develop
these opportunities into show concepts.
Budget and P&L Strategy Creation and Development
This part of the course will provide an in-depth This part of the course will provide a first dive into
understanding of how to create holistic and sustainable modern strategy and business development strategies
budgets and forecasts. tailored to the needs of the exhibition industry.
Delegates will learn how to evaluate business history,
Participants will learn how to calculate costs and
weigh up and prioritise business conditions, and create a
revenues, how to embed reserves in a budget, and
sustainable strategy on both a show and portfolio level.
how to ensure consistent profitability also in changing
The course will provide delegates with tools they can
business environments.
use in day-to-day business and during times of change,
Furthermore, participants will learn how to forecast, on both from a market and political perspective. Overall, the
both a quarterly and rolling basis. course will arm delegates with what they need to make
better-informed decisions and strategies.
The Faculty
Delivered by a faculty of industry experts, the UFI-EMS will combine both global insights and regional
expertise – following the clearly articulated need for education that adapts a global curriculum to the
specific regional and local needs.
Matthias Tesi Wilbert
Baur Heijmans
CEO Group Managing Director
Tesi is a highly skilled consultant in global B2B and trade Wilbert has been active in the exhibition industry for over
shows industry. With over 20 years’ experience working 20 years working in senior management roles (Jaarbeurs/
for the world’s largest trade show and media companies VNU Exhibitions, Deutsche Messe and Messe Frankfurt) in
(Messe Frankfurt, Reed Exhibitions and UBM), he has a rich The Netherlands, Greater China and UAE. Wilbert is Group
knowledge in the global exhibition, conference and digital Managing Director for Info Salons (a Freeman company)
B2B industries. overseeing Australia, South East Asia, Greater China and
MENA region.
Alexander
Natalie Angus
Campbell-Reid Business Development
Content Lead Director
Natalie is an experienced marketer sharing exclusive event Alexander is the Business Development Director at the
industry insights to empower organisers and maximise Montgomery Group. His role involves looking at an
event revenue. implementing strategies to develop the existing business
throughout Africa, as well as looking into new opportunities
in either existing or new markets.
Aletta Kok
Ashely Roberts Director Marketing,
General Manager Digital and New Business
Ashley has 20 years’ experience in the exhibition industry Aletta started her career in the trainee program of Royal
having spent time based in the UK, the UAE and at present, KPN, the largest telecom operator of the Netherlands,
Oman (dmg events, Incisive Media and Ocean Media). progressing to senior marketing manager. After roles at
His strong understanding and experience in the successful Royal Ahold Delhaize and Ahold Europ, Aletta joined the
execution of exhibitions, has seen him launching and Jaarbeurs team in 2019, leading the Business Innovation and
growing events in Europe, South East Asia, Sub-Continent Digitalization of the Netherlands leading venue and heads
Asia, the Middle East and Africa. the Marketing Excellence Operation.
Places are limited - register now!
Course schedule
28 June - 23 July 2021
DATE
10 online sessions over 4 weeks
Format: Online session (Zoom) Language: English
PROGR AMME OVERVIE W *
Welcome 28 June 12:00 – 14:00 CEST
Agile Cross-Sales Strategies 29 June 12:00 – 14:00 CEST
Customer Centricity & Care 1 July 12:00 – 14:00 CEST
Cross-Channel Exhibition Marketing 6 July 12:00 – 14:00 CEST
Digital Innovation 8 July 12:00 – 14:00 CEST
Human Resources & Leadership 13 July 12:00 – 14:00 CEST
Global Business Development 15 July 12:00 – 14:00 CEST
Budget and P&L 20 July 12:00 – 14:00 CEST
Strategy Creation and Development 22 July 12:00 – 14:00 CEST
Final Exam 23 July 12:00 – 14:00 CEST
*Order of course topics to be confirmed
€895 €1195
COS T
(exc. VAT) (exc. VAT)
UFI member Non-member
Places are limited - register now!
Email: ems@ufi.org
INFO
Website: ufi.org/education/exhibition-management-school
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