The participation to E.&C. is one of the most relevant voice in the marketing budgets of SMEs.

All over the world, E.&C.s are changing their role from simple opportunity to exhibit merchandise to a more complex system of services and business relationships. This requires the development of managerial skills to plan, and control the participation.


The course aims at providing participants with a clear overview of the evolution of the E.&C. scenario all around the world, of the criticalities and the opportunities of participation (both as exhibitors and as visitors), of the managerial levers for implementing a participation project consistent to the strategic objectives and to assess and analyze the level of accomplishment of such objectives.

The main goals are:

  • Obtain a comprehensive overview of the E.&C. market worldwide to deploy a consistent exhibition attendance agenda
  • Identify the levers to accomplish the potential of attending events
  • Conceptualise the action plan for attending exhibitions
  • Get the strategic framework for developing a booth consistent with the targets
  • Outline a managerial approach to evaluate exhibition performances


Managers and executives working in Marketing, Sales and Communication departments of SMEs willing to compete globally.

Language: English/Chinese
Venue: Italy and/or abroad


The main topics are:

  • Exhibition portfolio management
  • Event management
  • The design process for fairs and exhibitions
  • Trends and evolutions in design-driven fair system

Teaching methodology

The course consists of five one-day modules. Each module is programmed to offer participants a deep understanding of the most relevant managerial models and tools related to each specific topic.
Classes consist of a mix of front lectures and case discussions. In particular, a strong emphasis will be devoted to the discussion of best practices.

Excellent Project - Shanghai World Expo

MIP has developed a training course in Managing and Design the World Expo.
MIP trained 80 managers of the Coordination Bureau of the Shanghai World Expo on the following topics:

  • Expo management
  • Facility management
  • Exhibition design
  • Event design


Erica Santangelo, International Relations for Western Countries and India
T: +39 0223992828, email: santangelo@mip.polimi.it
Delia Olivetto, China Affairs Manager
T: +39 0223992862, email: olivetto@mip.polimi.it


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