About the Certified in Exhibition Management (CEM)
The Certified in Exhibition Management (CEM) designation is a globally recognized designation that demonstrates the highest professional standard throughout the exhibition and event management arena. It was first created in 1975 to raise professional standards in the event industry and it continues to be the premier mark of professional achievement.
The CEM designation accommodates short and long-term career goals with education that can be tailored to meet specific needs and interests. The designation is obtained by completion of nine modules offered in classroom format. The CEM Learning Programme is offered in the United States, Canada, Brazil, China, Dubai, Korea, Mexico, Portugal, Singapore, Spain, Taiwan, and Thailand.
Recertification is required every three years after the initial program is completed to maintain the certification1.
Eligibility to Enrol
Participants are required to have at least 03 years of working experience in the industry before they can be enrolled in the CEM Learning Programme.
Upon completion of each CEM module, participants are awarded 06 Continuous Education (CE) clock hours. These hours can be used in either the Application or Recertification processs of the Certified Meeting Professional (CMP) programme.
22 - 24 May 2018, Singapore
Edward Liu, PBM Group Managing Director, Conference & Exhibition Management Services (CEMS)
Mr. Edward Liu is the Group Managing Director of Conference & Exhibition Management Services (CEMS), which operates in Singapore, China, Indonesia, Malaysia, Philippines, Thailand and Vietnam. In China, CEMS organizes four tourism exhibitions, including the Beijing International Tourism Expo (BITE) series, which is the largest event of its kind in Beijing.
Mr. Liu is the current President of the Asian Federation of Exhibition & Convention Associations (AFECA) and an Honorary President of the Singapore Association of Convention & Exhibition Organisers & Suppliers (SACEOS), which was founded in 1979.
Furthermore, Mr. Liu sits on the Board of Directors of the International Association of Exhibitions & Events (IAEE), based In Dallas, USA and is also advisor, exhibition industry, to the China Council for the Promotion of International Trade (CCPIT), the Chengdu Municipal Government, Sichuan; the Chongqing Convention & Exhibition Bureau (CCEB) and the Macau Convention & Exhibition Association (MCEA).
Mr. Liu, who holds a Master of Business Administration (MBA) from the Brunel University in the United Kingdom and a Diploma in Management Studies from the University of Chicago, USA; is also the Honorary Consul General for the Republic of Cote d’Ivoire in Singapore .
In addition, Mr Liu is the Chairman of the Tanjong Pagar United Football Club (TPUFC), a Council Member of the Football Association of Singapore (FAS), Patron of the Queenstown Citizens Consultative Committee (QCCC) and an adjunct faculty member of the National Community Leadership Institute (NACLI) under the People’s Association (PA).
Lloyd TAN General Manager (Government & Lifestyle), Experia Events
Lloyd is passionate about Exhibition & Conference and he believes that “it really works!”
With more than 30 years of combined experience in the media, and exhibition industry, he has gained considerable on-the-ground experience and insights of the industry to make events work.
Lloyd’s experience and expertise covers strategic marketing, sales and project management as well as marketing communications, attendee marketing and conference departments. He is currently with Experia Events Pte Ltd as the General Manager – Government & Lifestyle Group.
Armed with a Master degree in Communication Management, Lloyd is able to effectively use his academic knowledge, professional experience and leadership abilities to actively serve the business and academic communities. He is currently a member of the Academic Advisory Committee of Singapore Polytechnic (SP) and Institute of Technical Education (ITE). He is also a Mentor under the NUSS-Residential Colleges Mentorship Programme. He was a past Honorary Secretary in SACEOS - Singapore Association of Exhibition and Convention Organisers & Suppliers.
Chandran Nair General Manager, SingEx Holdings
Mr Chandran Nair is the General Manager (Project Management) of Singex Venues Pte Ltd, the company managing Singapore Expo. He has brought with him 29 years of vast experience in the exhibition and convention industry, as well as venue management.
In addition, Mr Chandran has served as a committee member in the Trade Fair & Trade Mart Committee, World Trade Centre Association, USA and as a General Manager in the World Trade Centre Club, Singapore.
Fuelled by his passion to raise the new generation, he have been actively lecturing in various educational institutions, allowing the new generation an opportunity to glean from his industry experience.
Event Marketing Module (22 May 2018)
Develop measurable marketing goals, objectives and promotional timelines
Conduct marketplace and competitive analysis
Understand and explain the elements of a marketing plan
Develop a marketing plan
Compare and contrast attendee/visitor and exhibitor profiles
Understand and utilise marketing tools to effectively promote exhibitions and events to attendees, exhibitors and sponsors
Identify and assign appropriate staff and budget for resources needed to implement marketing plans
Develop metrics to evaluate the effectiveness of individual marketing strategies
Event Operations Module (23 May 2018)
Understand the four project management functions
Develop an Event Specification Guidce
Develop an agenda and facilitate a "pre-con" meeting with key stakeholders
Develop an Exhibitor Manual
Compare and contrast the types of insurance needed for an event
Understand and explain the key considerations of move-in and move-out
Identify the security requirements needed during move-out
Explain the value of conducting a post-event evaluation
Strategic Planning & Management Module (24 May 2018)
Understand the CEIR Census and Index
Differences between B2B and B2C events
Roles of exhibition organiser, visitor and exhibitor
Purposes of corporate private exhibitions and events
Ways to grow exhibitions
Define Strategic Enterprise Management (SEM)
Understand different models of strategic planning
Major components of a strategic plan
The strategic planning process
Differentiate between Strategic Enterprise Management and the Strategic Planning Process
Benefits of strategic planning and management
Major elements of project management process
How project management develops goals and objectives
Create a project charter
Elements of Work Breakdown Strcuture (WBS)
Managing and motivating a project management team
Purchase of Individual Module(s)
SACEOS Members: SGD 428.00 nett per module
Non-Members: SGD 513.60 nett per module
Purchase of a Full 9-module Package
SACEOS Members: SGD 3,466.80 nett
Non-Members: SGD 4,160.15 nett
Members Access code is required during registration in order for registrant to enjoy the members' rates. Click hereto verify if your organisation is a current member of SACEOS. Members may email firstname.lastname@example.org to retrieve the members access code.
Other Module Dates
15 August 2018: Exhibition & Event Sales Fundamentals Module
16 August 2018: Security, Risk & Crisis Management Module
17 August 2018: Selecting Service Contractors Module