Throughout the years trade fairs have become an authentic sales instrument through both communication and relating paths. In order to make the most of the many opportunities that they offer this process needs to be both understood and controlled.
The Fondazione Fiera Milanos Academy of Trade Fair Management helps companies use the instrument of trade fairs in the most innovative and complete way to be a useful tool for growth.
The Academy of Trade Fair Management is a project of the Fondazione Fiera Milano. It is a permanent training centre dedicated to the world of trade fairs and its professions, and its main objective is to create qualified occupation in a sector where there is still ample request for professionalism.
Founded in 2002 the Academy works with authoritative Italian universities amongst which the Bocconi, the Catholic University of Milan, the Carlo Cattaneo LIUC University, and the Polytechnic.
The training offer for 2008 foresees:
PROGEA: A Masters degree for planners of trade fair equipment and events (4th February/30th July) IFTS: Course for superior technicians for the organisation and marketing of integrated tourism (October 2007/September 2008)
IFTS: Course for superior commercial technicians for marketing and sales organisation (October 2007/September 2008)
Training courses for small and medium businesses: For years the Academy, thanks to the knowledge born from long experience in trade fairs, has paid particular attention to exhibiting companies in order to give them a managerial approach to trade fair participation, so they can then maximise the investment return in terms of reaching marketing, communication and sales objectives.
The courses can be tailor-made, planned according to the specific requests of trade associations or groups of companies.
The Academy is also realising a manual for the exhibitor, an instrument to be used immediately by businesses, in support of the above courses.
The Academy is a member of the Educational Committee of Ufi (The Global Association of Exhibition Industry), committee that decides those politics relative to training. Fondazione Fiera Milanos Academy is at the top of the training pyramid for the trade fair system, an important project for the Lombardy region.