LESSON 1: EVENTS AS A COMMUNICATIVE EXPERIENCE (PLANNING)
Welcome to the first lesson of the Events Management component!
It is one thing to know that part of your tasks as CIMRC members is to oversee the observance of protocols when conducting events, but it is another thing to understand its underlying purpose, especially in the context of UPLB. It is also important for you to be knowledgeable about the specific events conducted in UPLB, including their history and definition.
This lesson will provide you with an overview of what an event is, including its purpose, especially in the context of UPLB. You will also be equipped with knowledge on how to choose an event theme, as part of the planning process of managing events.
Lesson Objectives:
At the end of the lesson, the learners should be able to:
Describe what an event is and its purpose;
Identify different types of UPLB events; and
Explain how to formulate an event theme.
Study Hour/s: 1.5 hours
Lesson Assessment: Quiz via Google forms
University events are those that may be attended by both internal (e.g., students, faculty, staff, and alumni) and external stakeholders (e.g., policymakers and NGOs) that are not necessarily part of the academic curriculum. These events can be conducted face-to-face inside or outside the University premises and even online.
TYPES OF UNIVERSITY EVENTS
University events can be divided into many categories, including academic-related, high-impact, and campus community. You may visit the module intended for this lesson to view UPLB-related examples.
Academic-Related Events
An academic-related activity that is NOT included in the established curriculum.
High-Impact Events
An event that is large in scope, usually with an expected attendance of 500 people or more. Such events generally require coordination and review by several University departments and organizations.
Campus Community Event
An event that is open mostly to the university’s students, faculty, and staff. This may also qualify as a High Impact, Invitation-only, Administrative or Academic-related event.
Source: University of the Philippines Los Baños
Events are used at colleges and universities to: 1) create an engaging environment on campus; 2) increase revenue and fundraising efforts; and 3) build lifelong relationships with the community, students, and alumni.
Colleges and universities are special places, as the relationship between institutions and students starts way before they come to campus and long after graduation. Events are great ways to facilitate and grow these relationships and the right technology can help higher education planners along the way.
UPLB has multiple events that help develop its constituents’ relationship with each other and with the University, including, but not limited to:
Commencement Exercises/Hooding Ceremony;
Freshie Convocation;
Loyalty Day; and
Foundation Day.
The numerous events conducted by UPLB can be classified into three: 1) Annual events; 2) Special events; and 3) Academic events.
The term “annual” is defined by the Merriam-Webster Dictionary (n.d.) as “an event that occurs yearly”. Events classified as such help build a sense of community among stakeholders and preserve the university’s traditions. Here are some of the most prominent examples of annual events at the University:
Foundation Day
Source: University of the Philippines Los Baños
UPLB celebrates its foundation day annually in March by conducting a series of activities that commemorate its beginnings, celebrate excellence, and highlight milestones “in partnership-making and in fortifying its research capability”.
Historically, the university has been celebrating this event since it was founded by a renowned American botanist Edwin Copeland on 6 March 1909 as the UP College of Agriculture (Arana, 2022; OSU, 2009).
Commencement Exercise and Hooding Ceremony
Source: UPLB Perspective
The UPLB Commencement Exercises is an event wherein graduates are conferred their degrees and recognized for successfully completing their respective academic programs (Arana, 2022).
The hooding ceremony at the university is an event wherein master's or doctoral degree candidates receive special recognition (UNMC, n.d.).
The traditional placement of the doctoral hood over the shoulders of the graduates is done by faculty advisers, who are wearing their full academic regalia. This marks the graduates’ successful completion of the PhD program (Araguas, 2021).
Freshie Convocation
Source: University of the Philippines Los Baños
The Freshie Convocation is an event that is meant to officially welcome the freshies of the university each year. It also educates freshies regarding some significant services provided by UPLB offices, including, but not limited to, scholarships and financial assistance, and psychosocial and emotional support.
This also officially marks not only the beginning of the first semester of an academic year, but also the freshies’ life in the university as college students in the same way that commencement exercises serve as the completion of a degree (FAU, 2022).
Loyalty Day
Source: University of the Philippines Los Baños
UPLB Loyalty Day is celebrated annually every October 10 to commemorate the spirit of volunteerism demonstrated by the UP College of Agriculture in the year 1918 when more manpower was needed by the Allies, including the United States of America, during World War I, against the Central Powers. Specifically, on 10 October 1918, 193 students and 27 faculty members volunteered to serve in the Philippines National Guard.
Currently, this event includes a series of activities, including, but not limited to, awarding ceremonies for UPLB distinguished alumni, exhibits, contests, trade fairs, parades, and fun runs (UPLB OAR, 2022).
Christmas Lighting
Source: UPLB Perspective
With its various Christmas decorations, including a life-sized nativity scene and festive display of lights, the Christmas Lighting is an event that celebrates the yuletide spirit in UPLB (Gloria, 2018).
This event has been a part of the University’s annual traditions since the early-2000s; specifically, it started under the leadership of the sixth UPLB Chancellor Dr. Wilfredo P. David who served from 1999 to 2005. In 2003, the Christmas season at the University featured a floating nativity tableau, as well as trees in the Alumni Park that were illuminated with lights.
In 2004, the “Pasko sa Park 2004” celebration involved talent shows, including Christmas carols from University choral groups, and dance and musical performances (e.g. band show).
Lastly, among the most noteworthy Christmas Lighting celebrations in UPLB was in the year 2006 when Typhoon “Milenyo” (International name: Xangsane) struck the country with average wind speeds of up to 185 kilometers. When the typhoon left the country, several casualties, including death, injuries, and missing persons cases, were reported.
In the University, the pieces of wood and twigs from the trees felled or destroyed by the typhoon were used to construct the so-called “UPLB’s Milenyo Belen”, an artwork that is said to have brought the UPLB community together when it glimmered. An article from the UPLB Horizon cited that “it symbolized the indomitable spirit of UPLB constituents who rose from the destruction wrought by the typhoon and the spirit of hope that each celebration of Christmas brings.”
Anniversaries
Source: University of the Philippines Los Baños
UPLB has been celebrating its anniversary (i.e. foundation day) for more than a hundred years since it was founded during the early 20th Century; however, being established at a later date already, numerous offices, departments, colleges, and units under the University have their own anniversary celebrations, with their own themes, sets of activities, and traditions.
For instance, in 2022, the Office of the Vice Chancellor for Student Affairs (OVCSA), College of Arts and Sciences (CAS), and UPLB Technology Transfer and Business Development Office (TTBDO) celebrated their 62nd, 50th, and 15th anniversary celebrations, respectively (Dalangin, 2022; Miranda, Maneja, & Panuelos, 2022; UPLB, 2022).
Here are some of the most prominent examples of special events at the University:
Investiture
Source: University of the Philippines Los Baños (UPLB Welcomes its 10th Chancellor)
The investiture ceremonies in UPLB are formal academic ceremonies wherein new university leaders, including the UP president and chancellors of the respective campuses, are “conferred with the authority of the office” (KSU, n.d.).
UPLB-IPB’s Presentation of new plant varieties and hybrids
Source: University of the Philippines Los Baños (UPLB IPB Introduces new crop hybrid)
The presentation of ornamentals is an event conducted by the UPLB Institute of Plant Breeding (IPB), an institute known as the “lead agency for crop biotechnology research” in the country (UPLB CAFS, n.d.), that demonstrates the institute’s plant breeding research and applications initiatives.
By showcasing new plant varieties and hybrids (e.g. crops and ornamentals) that could improve the lives of the Filipino people, especially in the agricultural sector, this event highlights the University’s contribution to food security and biodiversity.
Among the most prominent examples of plant hybrids presented in these events are the mussaenda and hibiscus. Locally known as Kahoy-dalaga, the former pertains to the “hardy flowering shrub belonging to the Family Rubiaceae”. The development of the hybrids, which started in 1948, is considered as “the country’s most important contribution to the world of ornamental horticulture”. Traditionally, addressed as Doña (e.g. Doña Aurora), these hybrids were named after the First Ladies of the country. This initiated the UP College of Agriculture’s practice of dedicating flowers to the finest women in the country, even after it became the autonomous UPLB. After 1986, they were also provided Filipino names such as M. Diwata, M. Lakambini, and M. Maria Clara (Taylo & Beltran, 2018; Torrevillas, 2006).
The hibiscus hybrid, on the other hand, was developed by Dr. Pablito Magdalita, a professor and UP Scientist at the Institute of Crop Science, College of Agriculture and Food Science. The practice of naming these hybrids after distinguished Filipinas, including heroes, scientists, artists, and leaders, has been done for more than 20 years (Gloria, 2020).
Turnover Ceremony
Source: University of the Philippines Los Baños (LRC Turnover Ceremony)
In the University, a turnover ceremony is conducted so that the current or former officials can formally bestow the responsibilities involved in supervising an office, unit, department, college, project or organization to newly designated leaders. In other words, it signals the transition or transfer of leadership from one official or group to another.
Conferment of Honoris Causa
Source: University of the Philippines Los Baños (University of the Philippines confers honorary doctorate degree on East-Wes)
An honorary degree, (honoris causa in Latin), based on the Memorandum Order No. 19, Series of 2014 of the Commission on Higher Education (CHED), “shall be awarded in recognition of an individual’s meritorious contributions to the advancement of a field in a particular discipline, through exemplary accomplishments in instruction, research, and practice, and his personal humanitarian accomplishments and contribution to the institution and society, rather than as a result of academic matriculation and study”. An individual who is given this award does not have to be an alumnus of the University.
Inauguration, Groundbreaking Ceremony, and Program Launching
Groundbreaking ceremonies and inauguration initiatives both signify the opening of new infrastructure projects (e.g. renovation and establishment of new facilities) that are related to the University.
Similarly, program launching is done to officially introduce a new program or project, including its rationale, benefits, and history, to the stakeholders of the University.
Here are some of the most prominent examples of academic events at the University:
Seminars and Webinars
The Collins English Dictionary (n.d.) defined a seminar as a meeting where a group of people discusses a problem or topic. On the other hand, a webinar pertains to a seminar that takes place over the internet.
In UPLB, this may be done to share the knowledge and skills of the university with the largest possible audience or communities possible, including internal stakeholders (e.g., students and faculty members).
Conferences
Conferences can occur in various locations and ideally involves like-minded people who are aspiring to share their latest research findings (Edelheim, Thomar, Aberg, & Phi, 2017).
Faculty and Research, Extension, and Professional Staff (REPS) are permitted to participate or attend in such “activities that promote exchange of knowledge and scientific information”. They may serve as the following: resource speakers, poster paper presenters, and paper presenters (OVCRE, 2018).
Training and Workshops
In the University, these two can be done hand-in-hand as training-workshop events.
Training programs are events that teach participants the skills, knowledge, and strategies that are necessary to do a particular job (Rabinowitz, n.d.). Participants are exposed to unfamiliar ideas to provide them with the opportunity to practice their craft and receive feedback on particular techniques or styles of working with people.
Workshops, on the other hand, are educational programs that provide participants with a chance to increase their hands-on experience through practical application of their craft (KSU, n.d.). These workshops are often designed for people “who are working together, or working in the same field” (CTB, n.d.).
The theme is the main message to be delivered during the event. According to MTI Events (2019), an event theme not only gives your event structure, but it’s an effective means of inspiring your attendees with your message and giving them a memorable experience.
Here are some tips for choosing an effective theme for your events.
Create and Review Your Event Goals
Before you start planning the event, ask yourself first these questions first:
Why is the event being held?
Why are you inviting attendees?
What are the key things you want attendees to walk away with?
How will you measure your success?
Consider the Nature of the Event
In the context of UPLB, think about the overall goals of the event.
Is the event a celebration?
Is the event for acknowledgement (Recognition for an act of service)?
Is the event for an opening (Groundbreaking ceremony/program launching)?
Consider your Audience
Nail down who your target audience is.
Will students attend the event?
Is the general public allowed in this event?
Are people allowed to bring guests into the event?
Develop a Tagline or Hashtag
Formulating taglines can help you in developing a theme for your events. These can also be turned into hashtags to build hype before the event.
Here are tips adopted from MTI Events (2019) that can help you create an event tagline:
Start with the advantage. What makes your event worth attending?
Brainstorm words and ideas that can be used in the tagline.
Draw inspiration from good tagline examples and use them for building your unique event tagline
Test your event tagline ideas. See what people in sales and marketing have to say about potential taglines
Use the feedback to create an awesome eye-catching tagline!
Be Ready to Commit
The best themes are said to be those that do not have to be explained (i.e. the meaning is obvious from the moment your attendees enter the venue.
Your theme should be consistent with your motif (e.g. dress code and venue decoration).
Source: University of the Philippines Los Baños
When attending an event, have you ever associated the attire of the participants or even the dominant decorations of the venue as the theme? If yes, then you are in for a surprise because those actually represent the motif of the event, not the theme.
Remember that the motif is different from your event theme. Unlike event themes, which focus more on the general message that the event is trying to portray, the motif is more concerned with the specific elements and designs. These include the background of the speakers and what topic/s will they be discussing about, the decorations of the venue, and attire.
Here is an example of an event in UPLB to help you better understand the difference between motif and theme.
Event: UPLB Christmas Lighting 2019
Theme: “Paskuhan sa Barrio"
Motif
The motif of this event was represented through the concept of the decorations, which helped in realizing the overarching theme of the event. Natural colors and used materials usually seen in barrios were used to achieve the desired effect of the decorations.
The 80-feet tall Christmas tree was dressed in "generally muted, natural colors interspersed with spots of red, green, yellow, and silver from ornaments made of woven native abaca twice".
The #UPLB sign at the bottom of the tree was inspired by handcrafted holiday decors from Pampanga, the Christmas capital of the country.
A ruralized Christmas village "formed of swaying bahay kubos and bamboo poles decorated with traditional lanterns or parol. It was also "interspersed with blue and green colors and decorated with water fountains" to represent the Philippines' rich natural resources.
Santa Claus and reindeers display were designed with colored lights and lush plants.
The traditional belen was designed with lighted life-size carved wooden figures that formed the Nativity scene.
Now, let's put your knowledge to the test. For this lesson's Assessment Activity, you will be answering a short quiz. Click the button below to start your quiz. Good luck!
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