The Penang Convention & Exhibition Bureau (PCEB) has introduced BE Associate, a first-of-its-kind programme designed to bridge the gap between academic theory and the high-pressure demands of a the business events sector.
Unlike traditional academic courses, BE Associate is free for students and focuses on practical, real-world immersion. Its flexible structure that includes hands-on roles in operational support and event execution, direct mentorship from seasoned practitioners, and a digital platform connecting students with industry leaders for internships. Participants will develop core competencies in event planning, risk management, financial coordination, and innovative marketing strategies.
“BE Associate reflects our commitment to strengthening the industry from within,” said Ashwin Gunasekeran, CEO of PCEB. “Sustainability in this context is about continuity – developing talent, enhancing capability, and ensuring the business events industry in Malaysia remains competitive, adaptive and future-ready…”
Chow Kon Yeow, chief minister of Penang, added: “… By investing in talent development and industry readiness, we are not only supporting the growth of the sector today, but also ensuring its long-term resilience and global competitiveness. This initiative reflects our commitment to building a strong, future-ready workforce that will continue to drive Penang’s economic development.”
