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  • RECERTIFICATION LINK - Exhibition and Event Sales – 10/6/26 - Freeman Alexandria, VA
    Includes Credits Includes a Live In-Person Event on 10/06/2026 at 7:00 AM (CDT)

    If you are taking this class to RECERTIFY, please register here. This course will take place at Freeman Alexandria, VA on 10/6/26 from 9:00am – 3:30pm EST. If you are recertifying, your day will end at 3:30pm. COURSE DESCRIPTION: In order to ensure the success of an event or exhibition, there are vital elements involved in the planning process that should be conducted from the ground up. No matter how successful or well respected an exhibition may be, it should be presented as if it were a first-time event – it is the marketing and selling equivalent of zero-based budgeting. This involves highlighting an event’s features and benefits, understanding the phases of the sales cycle and the need to support sales efforts with the appropriate tools and resources, and preparing the exhibition prospectus in a comprehensive and engaging way.

    This course will take place at Freeman Alexandria, VA on 10/6/26 from 9:00am – 3:30pm EST.  Because you are recertifying, you day will end at 3:30pm.

    You are required to read the workbook before class. It is located under the "Workbook" tab.

    COURSE DESCRIPTION AND LEARNING OBJECTIVES:

    In order to ensure the success of an event or exhibition, there are vital elements involved in the planning process that should be conducted from the ground up. No matter how successful or well respected an exhibition may be, it should be presented as if it were a first-time event – it is the marketing and selling equivalent of zero-based budgeting. This involves highlighting an event’s features and benefits, understanding the phases of the sales cycle and the need to support sales efforts with the appropriate tools and resources, and preparing the exhibition prospectus in a comprehensive and engaging way. 

    After completing this course, the participant should be able to: 

    • Describe the exhibition sales process
    • Identify and describe the key steps in the sales cycle
    • Explain the importance of relationship selling in the sales process
    • Identify different pricing strategies
    • Understand partnership and sponsorship sale processes
    • Explain the importance of providing stakeholders with measurable Return on Investment (ROI)
    • Explain what is involved in creating an international sales strategy

  • Exhibition and Event Sales – 10/6/26 - Freeman Alexandria, VA
    Includes Credits Includes a Live In-Person Event on 10/06/2026 at 7:00 AM (CDT)

    This course will take place at Freeman Alexandria, VA on 10/6/26 from 9:00am – 5:00pm EST. Course instruction will end at 3:30pm followed by an optional 30-minute study period and an hour for the exam. COURSE DESCRIPTION: In order to ensure the success of an event or exhibition, there are vital elements involved in the planning process that should be conducted from the ground up. No matter how successful or well respected an exhibition may be, it should be presented as if it were a first-time event – it is the marketing and selling equivalent of zero-based budgeting. This involves highlighting an event’s features and benefits, understanding the phases of the sales cycle and the need to support sales efforts with the appropriate tools and resources, and preparing the exhibition prospectus in a comprehensive and engaging way.

    This course will take place at Freeman Alexandria, VA on 10/6/26 from 9:00am – 5:00pm EST.  Course instruction will end at 3:30pm followed by an optional 30-minute study period and an hour for the exam.

    COURSE DESCRIPTION AND LEARNING OBJECTIVES:

    In order to ensure the success of an event or exhibition, there are vital elements involved in the planning process that should be conducted from the ground up. No matter how successful or well respected an exhibition may be, it should be presented as if it were a first-time event – it is the marketing and selling equivalent of zero-based budgeting. This involves highlighting an event’s features and benefits, understanding the phases of the sales cycle and the need to support sales efforts with the appropriate tools and resources, and preparing the exhibition prospectus in a comprehensive and engaging way. 

    After completing this course, the participant should be able to: 

    • Describe the exhibition sales process
    • Identify and describe the key steps in the sales cycle
    • Explain the importance of relationship selling in the sales process
    • Identify different pricing strategies
    • Understand partnership and sponsorship sale processes
    • Explain the importance of providing stakeholders with measurable Return on Investment (ROI)
    • Explain what is involved in creating an international sales strategy

  • RECERTIFICATION - Selecting Service Contractors - VIRTUAL CLASS - 8/25/26
    Includes Credits Includes a Live Web Event on 08/25/2026 at 8:30 AM (CDT)

    If you are taking this class to RECERTIFY, please register here. This class will be conducted VIRTUALLY through Zoom on 8/25/26 from 8:30am - 2:30pm CST. If you are recertifying, your day will end at 2:30pm CST. You must have a webcam to take this course. COURSE DESCRIPTION: A successful exhibition or event is often produced by the efforts of multiple service providers. A substantial portion of the exhibition or event organizer’s responsibility is to evaluate, source, and contract for the services and products needed to produce a successful event.

    This class will be conducted VIRTUALLY through Zoom on 8/25/26 from 8:30am - 2:30pm CST. Because you are recertifying, your day will end at 2:30pm CST. 

    You are required to read the workbook before class. It is located under the “Workbook” tab.

    You must have a webcam to take this class.

    COURSE DESCRIPTION:

    A successful exhibition or event is often produced by the efforts of multiple service providers. A substantial portion of the exhibition or event organizer’s responsibility is to evaluate, source, and contract for the services and products needed to produce a successful event.

    LEARNING OBJECTIVES:

    After completing this course, the participant should be able to: 

    • Explain the role and responsibilities of the official service contractor (OSC)
    • Identify the purpose and types of specialty contractors
    • Explain the role and responsibilities of an exhibitor-appointed contractor (EAC)
    • Determine criteria to be used for selecting service contractors through the Request for Proposal (RFP) process
    • Discuss the importance of identifying who handles what service and how this can impact services or costs
    • Articulate how local labor regulations impact events, including labor rights and labor laws

  • RECERTIFICATION - Finance, Budgeting and Contracts - VIRTUAL CLASS - 8/18/26
    Includes Credits Includes a Live Web Event on 08/18/2026 at 8:30 AM (CDT)

    If you are taking this class to RECERTIFY, please register here. This class will be conducted VIRTUALLY through Zoom on 8/18/26 from 8:30am - 2:30pm CST. If you are recertifying, your day will end at 2:30pm CST. You must have a webcam to take this course. COURSE DESCRIPTION: Understanding the terminology and application of accounting, finance and budgeting fundamentals allows the exhibition organizer to make a greater contribution to the growth and financial success of the organization. It is essential to develop a budget and manage the financial strategies of the exhibition. A well-developed and well-administered budget is crucial to enabling the exhibition organizer to accurately project and monitor income and expenses, track cash flow and cost controls and ultimately measure the success of the event and the organization’s return on investment.

    This class will be conducted VIRTUALLY through Zoom on 8/18/26 from 8:30am - 2:30pm CST. Because you are recertifying, your day will end at 2:30pm CST. 

    You are required to read the workbook before class. It is located under the “Workbook” tab.

    You must have a webcam to take this class.

    Understanding the terminology and application of accounting, finance and budgeting fundamentals allows the exhibition organizer to make a greater contribution to the growth and financial success of the organization. It is essential to develop a budget and manage the financial strategies of the exhibition. A well-developed and well-administered budget is crucial to enabling the exhibition organizer to accurately project and monitor income and expenses, track cash flow and cost controls and ultimately measure the success of the event and the organization’s return on investment. 

    After completing this course, the participant should be able to: 

    PART 1 – Budget Management

    • Identify and define common revenue and expense sources for exhibitions and events
    • Design practical fee structures for registration, exhibits, sponsorships and advertisements
    • Explain basic accounting principles
    • Create an exhibition or event budget 

    PART 2 – Accounting Principles

    • Identify key elements in financial statements used by the exhibition organizer
    • Interpret financial statements to demonstrate the value of the exhibition
    • Understand how to manage the master account
    • Prepare and manage cash flow statements; manage and control cash
    • Calculate return on investment (ROI) 

    PART 3 – Basics of Hotel and Venue Contracts

    • Recognize the importance of proper contracts for exhibitors, facilities and vendors
    • Discuss the importance of cancellation and performance clauses
    • Explain force majeure and how it may impact an exhibition
    • List possible concessions and explain how they are determined
    • Define the terminology in standard hotel and facility contracts
    • Review provisions and clauses commonly included in hotel and facility contracts

    Ronny Kay, CMP, CEM

    Sr. Exhibits Manager

    American Society Nephrology (ASN)

    As the Senior Exhibits Manager at ASN, Ronny leads the society’s scientific exposition sales and logistics efforts for their annual meeting, Kidney Week. Since earning her Bachelor of Science in Event Planning from George Mason University in 2014, Ronny has contributed to the success of hundreds of corporate, social, and educational events, including ten iterations of ASN Kidney Week. With over a decade of experience in the events industry, Ronny has developed her skill set on both the meetings and exhibitions sides of events. Ronny is especially passionate about mentorship and professional development. She is committed to helping young professionals find their footing and grow within the events industry through education, guidance, and meaningful connection.

  • Finance, Budgeting and Contracts - VIRTUAL CLASS - 8/18/26
    Includes Credits Includes a Live Web Event on 08/18/2026 at 8:30 AM (CDT)

    This class will be conducted VIRTUALLY through Zoom on 8/18/26 from 8:30am - 2:30pm CST. Those staying to take the exam will have an optional 30-minute study period followed by an hour for the exam. *CEMs who are recertifying and those taking the course as not part of the CEM program will be finished at 2:30pm CST. You must have a webcam to take this course. COURSE DESCRIPTION: Understanding the terminology and application of accounting, finance and budgeting fundamentals allows the exhibition organizer to make a greater contribution to the growth and financial success of the organization. It is essential to develop a budget and manage the financial strategies of the exhibition. A well-developed and well-administered budget is crucial to enabling the exhibition organizer to accurately project and monitor income and expenses, track cash flow and cost controls and ultimately measure the success of the event and the organization’s return on investment.

    This class will be conducted VIRTUALLY through Zoom on 8/18/26 from 8:30am - 2:30pm CST. There will be an optional 30-minute study period followed by an hour for the exam. Those that are recertifying, not taking the exam or taking the course as not part of the CEM program will end their day at 2:30pm CST. 

    You are required to read the workbook before class. It is located under the “Workbook” tab.

    You must have a webcam to take this class.

    Understanding the terminology and application of accounting, finance and budgeting fundamentals allows the exhibition organizer to make a greater contribution to the growth and financial success of the organization. It is essential to develop a budget and manage the financial strategies of the exhibition. A well-developed and well-administered budget is crucial to enabling the exhibition organizer to accurately project and monitor income and expenses, track cash flow and cost controls and ultimately measure the success of the event and the organization’s return on investment. 

    After completing this course, the participant should be able to: 

    PART 1 – Budget Management

    • Identify and define common revenue and expense sources for exhibitions and events
    • Design practical fee structures for registration, exhibits, sponsorships and advertisements
    • Explain basic accounting principles
    • Create an exhibition or event budget 

    PART 2 – Accounting Principles

    • Identify key elements in financial statements used by the exhibition organizer
    • Interpret financial statements to demonstrate the value of the exhibition
    • Understand how to manage the master account
    • Prepare and manage cash flow statements; manage and control cash
    • Calculate return on investment (ROI) 

    PART 3 – Basics of Hotel and Venue Contracts

    • Recognize the importance of proper contracts for exhibitors, facilities and vendors
    • Discuss the importance of cancellation and performance clauses
    • Explain force majeure and how it may impact an exhibition
    • List possible concessions and explain how they are determined
    • Define the terminology in standard hotel and facility contracts
    • Review provisions and clauses commonly included in hotel and facility contracts

    Ronny Kay, CMP, CEM

    Sr. Exhibits Manager

    American Society Nephrology (ASN)

    As the Senior Exhibits Manager at ASN, Ronny leads the society’s scientific exposition sales and logistics efforts for their annual meeting, Kidney Week. Since earning her Bachelor of Science in Event Planning from George Mason University in 2014, Ronny has contributed to the success of hundreds of corporate, social, and educational events, including ten iterations of ASN Kidney Week. With over a decade of experience in the events industry, Ronny has developed her skill set on both the meetings and exhibitions sides of events. Ronny is especially passionate about mentorship and professional development. She is committed to helping young professionals find their footing and grow within the events industry through education, guidance, and meaningful connection.

  • Global Approaches to Organizer Structure: International Practices to Drive Growth and Efficiency
    Includes Credits Includes a Live Web Event on 08/12/2026 at 10:30 AM (CDT)

    Exhibition organizations have evolved rapidly, and organizational structure is now a key driver of growth, profitability, and efficiency. Traditional team models are no longer enough for organizations looking to scale and improve sales performance. This session explores how exhibition organizers are building efficient, high-performing sales teams and structuring their businesses for stronger alignment across sales, operations, and marketing. Through practical examples, Matthias highlights current best practice in sales team design and company structure. Attendees will gain clear insight into what effective exhibition company structures look like today and how they support sustainable growth and profitability.

    Exhibition organizations have evolved rapidly, and organizational structure is now a key driver of growth, profitability, and efficiency. Traditional team models are no longer enough for organizations looking to scale and improve sales performance. This session explores how exhibition organizers are building efficient, high-performing sales teams and structuring their businesses for stronger alignment across sales, operations, and marketing. Through practical examples, Matthias highlights current best practice in sales team design and company structure. Attendees will gain clear insight into what effective exhibition company structures look like today and how they support sustainable growth and profitability.

     Learning Objectives:

    • Build a business centered company structure
    • Develop an agile sales team
    • Establish a team in an international context

    IAEE Webinars are FREE to members and available to non-members for $79.

    Matthias Tesi Baur

    CEO

    MBB-Consulting Group

    Matthias Tesi Baur is an experienced strategist and consultant in the international business sector with over 24 years of expertise in the global trade fair and B2B industry. His career includes leadership positions at industry giants such as Messe Frankfurt, Reed Exhibitions, and UBM/Informa. Baur is distinguished by his ability to establish innovative business platforms in key markets including the USA, UK, and Asia. As Global E-Business Director at Reed Exhibitions, he led pioneering projects in digital transformation and big data. At UBM/Informa, Baur was responsible for an extensive portfolio of trade fairs and conferences, building international teams and achieving growth in the high double-digit range. Since 2012, he has been leading the MBB-Consulting Group, which specializes in growth strategies, M&A, and management training in the B2B sector. 

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    Upon completion of this session, participants will receive 0.75 clock hours which is eligible towards CEM recertification.

  • IAEE Master Series Certificate: AI Accelerator
    3 new product(s) added recently

    The IAEE Master Series Certificate: AI Accelerator is a hands-on educational series with Chris Gloede, CAE is specifically designed to accelerate your proficiency in generative AI content creation. Attendees will move beyond simple commands to mastering the foundational and advanced techniques of prompt engineering. The training covers creating high-quality, structured text using methods like role-based and Chain-of-Thought prompting, and culminates with a practical lab on generating brand-aligned visual content.

    This hands-on educational series with Chris Gloede, CAE is specifically designed to accelerate your proficiency in generative AI content creation. Attendees will move beyond simple commands to mastering the foundational and advanced techniques of prompt engineering. The training covers creating high-quality, structured text using methods like role-based and Chain-of-Thought prompting, and culminates with a practical lab on generating brand-aligned visual content.

    Thursday 6 August 2026 10:30-11:30 AM CST Session 1: The Basics of Prompting

    • Define and apply the core components (Role, Task, Format, and Constraints) for effective AI prompts.
    • Generate high-quality, structured text content using foundational prompting best practices.
    • Utilize role-based prompting to achieve targeted and more relevant content outputs.

    Thursday 13 August 2026 10:30-11:30 AM CST Session 2: Advanced Prompting Techniques

    • Implement iterative prompting to refine and improve AI-generated content through successive steps.
    • Execute the Chain-of-Thought technique to instruct the AI to perform complex, multi-step reasoning.
    • Compare and contrast different advanced prompting methods for maximum efficiency in content generation.

    Thursday 20 August 2026 10:30-11:30 AM CST Session 3: Visual AI and Practical Application

    • Confidently generate high-quality, brand-aligned visual content (images and video) using a visual prompt formula.
    • Explore and effectively apply specialty AI agents and tools to common association solutions.
    • Explain the ethical considerations of AI and outline the key elements of a mission-aligned AI use policy.

    To register for the full series, simply select the register button. Please note the individual sessions are not available for individual purchase. Upon completion of all three sessions participants will receive the downloadable IAEE Master Series Certificate: AI Accelerator certificate of completion. The IAEE Master Series Certificate is $119 for IAEE members and $179 for non-members.

    Each session is eligible for 1 clock hour towards CEM recertification. Upon completion of all three sessions, 3 clock hours will be added to your IAEE transcript and are eligible towards CEM recertification.

  • Bougie On A Budget
    Includes Credits Includes a Live Web Event on 07/29/2026 at 10:30 AM (CDT)

    Want your event to feel polished, intentional, and unforgettable without blowing your budget? In this high-energy session, you’ll learn how to create “wow” moments using what’s already around you: venue features, destination partners, local creatives, and smart sponsorship activations. Through real-world case studies and practical ideas, you’ll walk away with fresh ways to deliver a high-impact experience that feels premium and thoughtful, even on a shoestring.

    Want your event to feel polished, intentional, and unforgettable without blowing your budget? In this high-energy session, you’ll learn how to create “wow” moments using what’s already around you: venue features, destination partners, local creatives, and smart sponsorship activations. Through real-world case studies and practical ideas, you’ll walk away with fresh ways to deliver a high-impact experience that feels premium and thoughtful, even on a shoestring.

    Learning Objectives  
    • Use venue assets, local partners, and destination resources to create high-impact attendee experiences with minimal spend 
    • Identify creative sponsorship opportunities that enhance the attendee journey while increasing event support and visibility 
    • Apply proven ideas from real case studies to design memorable meeting moments that feel polished, purposeful, and practical

    This virtual session is available to IAEE Members for free and non-members $79. 

    Ksenija Polla, CMP, CICE

    Director of International Development

    Talley Management Group

    Ksenija Polla, CMP, CICE is the Director of International Development at Talley Management Group, bringing over 30 years of expertise in international association meetings. Her extensive experience encompasses membership recruitment and retention, product development, event management, sales, marketing, and relationship development. Since joining Talley in June 2024, Ksenija has been instrumental in expanding the firm's global reach and enhancing client engagement strategies. Her leadership has significantly contributed to Talley's growth in international markets, especially through partnerships in Asia, Latin America, and the Middle East.  

    Prior to Talley, Ksenija held several pivotal roles at the International Congress and Convention Association (ICCA), where she spearheaded initiatives like the ICCA Skills certification and the Association Impact Masterclass. She began her career in Croatia’s congress sector before joining ICCA in 1997, ultimately leading the Association Community (2013–2020), serving as Regional Director for North America (2021), and later as Head of Education and Legacy Programmes (2023), overseeing global education and the acclaimed Incredible Impacts Programme.  
     
    A passionate advocate for human-centric leadership, gender equality, and sustainable impact in the business events industry, Ksenija is a frequent speaker at international conferences including IMEX, Business Events Industry Week, and the ICCA Congress. She is actively involved in shaping conversations around association transformation, global trends, and legacy measurement. In 2025, she was honored with the Smart Women in Meetings: Stellar Performer Award by Smart Meetings Magazine, recognizing her dedication to mentorship and transformative leadership. At her core, Ksenija believes in the power of connections to create meaningful, scalable impact locally and globally. 

    Emilie Perkins, CAE, CMP Fellow, CMM, PMP, CED, HMCC

    Vice President of Client & Conference Services

    Raybourn Group International

    Emilie Perkins, CAE, CMP Fellow, CMM, PMP, CED, HMCC joined Raybourn Group International in 2019 and now serves as the Vice President of Client and Conference Services. In her 25+ year career in association management, she has designed, executed and evaluated over 1000 meetings of all sizes. She has extensive strength in Strategic Meeting Management, Marketing and Event Design. She is also an Adjunct Faculty at Indiana University where she has co-facilitated the Nonprofit Meeting Management Course since 2017.

     She graduated Marquette University and passionately believes in professional development - receiving her Certified Meeting Professional Designation (CMP) in 2009; Certified Association Executive (CAE) in 2014; Certificate in Meetings Management (CMM) in 2016; her Project Management Professional (PMP) in 2020; her Certified Event Designer (CED) designation in February 2021 and her Certificate in Healthcare Meeting Compliance (HMCC) in 2025. In 2022 she was named a CMP Fellow. In addition to sharing her time and talent through speaking, she has authored numerous blogs and is an active member and volunteer on both the State and National level with MPI and ASAE.

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    This session is eligible to earn 0.75 clock hours towards CEM recertification.

  • RECERTIFICATION LINK - Event Marketing - N CA Chapter/AAO - 7/21/26 - San Francisco, CA
    Includes Credits Includes a Live In-Person Event on 07/21/2026 at 10:30 AM (CDT)

    If you are taking this class to RECERTIFY, please register here. This course is scheduled to take place at the American Academy of Ophthalmology office on 7/21/26 from 8:30am PST – 3:00pm PST. If you are recertifying, your day will end at 3:00pm PST. COURSE DESCRIPTION: Marketing is not an exact science. It involves a variety of strategies and tactics that evolve continuously, requiring marketers and exhibition/event organizers to adapt to shifting social, cultural, and economic conditions. A strong marketing plan combines time-tested practices with fresh ideas, innovations, and unique perspectives, all of which contribute to the success of an exhibition. The primary goal of an exhibition is to create an environment where buyers and sellers can meet face-to-face. Today's technology allows organizers to extend the impact of an exhibition by using digital tools to enhance the overall experience before, during, and after the event.

    This course is scheduled to take place at the American Academy of Ophthalmology office on 7/21/26 from 8:30am PST – 3:00pm PST. Because you are recertifying, your day will end at 3:00pm.

    You are required to read the workbook before class. It is located under the “Workbook” tab.

    COURSE DESCRIPTION:

    Marketing is not an exact science. It involves a variety of strategies and tactics that evolve continuously, requiring marketers and exhibition/event organizers to adapt to shifting social, cultural, and economic conditions. A strong marketing plan combines time-tested practices with fresh ideas, innovations, and unique perspectives, all of which contribute to the success of an exhibition.  The primary goal of an exhibition is to create an environment where buyers and sellers can meet face-to-face. Today's technology allows organizers to extend the impact of an exhibition by using digital tools to enhance the overall experience before, during, and after the event.

    LEARNING OBJECTIVES:    

    After completing this course, the participant should be able to: 

    • Define marketing and explain the difference between the marketing and sales functions
    • Identify and explain the elements of a marketing plan
    • Describe market segmentation, define target markets, and explain how to reach global audiences
    • Discuss the 7Ps and explain how the marketing mix is applied to reach target markets
    • Review event evaluation processes and discuss the importance of establishing KPIs to measure goal attainment
    • Discuss three types of sponsorships to help promote an event

    Necoya L. Tyson, CEM-AP, CGMP, CCEP

    Founder & Chief Executive Officer

    Lightsey Event Solutions

    Necoya Tyson, CEM-AP, CCEP, CGMP, CWP is the Founder and CEO of Lightsey Event Solutions (LES), a leading conference and tradeshow management firm. With a passion for creating unparalleled event experiences and a keen understanding of the intricacies of the industry, Necoya has built a reputation for excellence and innovation. Having started LES from the ground up, Necoya brings a wealth of expertise in tradeshow logistics, strategic planning, and client relationship management. With a career spanning almost 20 years in the tradeshow and event management sector, she has successfully overseen the execution of numerous high-profile events, earning the trust of clients and industry partners alike. 

    Beyond her professional pursuits, Necoya is an active participant in industry associations and forums, contributing her insights to further elevate the standards of tradeshow management. She is a graduate of Shaw University with a bachelor’s degree in Mass Communications. She is also a certified corporate event planner (CCEP), certified exhibition manager-advanced professional (CEM-AP) and certified government meetings professional (CGMP). 

  • Event Marketing - N CA Chapter/AAO - 7/21/26 - San Francisco, CA
    Includes Credits Includes a Live In-Person Event on 07/21/2026 at 10:30 AM (CDT)

    This course is scheduled to take place at the American Academy of Ophthalmology office on 7/21/26 from 8:30am PST – 4:30pm PST. Course instruction will end at 3:00pm followed by an optional 30-minute study period and an hour for the exam. COURSE DESCRIPTION: Marketing is not an exact science. It involves a variety of strategies and tactics that evolve continuously, requiring marketers and exhibition/event organizers to adapt to shifting social, cultural, and economic conditions. A strong marketing plan combines time-tested practices with fresh ideas, innovations, and unique perspectives, all of which contribute to the success of an exhibition. The primary goal of an exhibition is to create an environment where buyers and sellers can meet face-to-face. Today's technology allows organizers to extend the impact of an exhibition by using digital tools to enhance the overall experience before, during, and after the event.

    This course is scheduled to take place at the American Academy of Ophthalmology office on 7/21/26 from 8:30am PST – 4:30pm PST. Course instruction will end at 3:00pm followed by an optional 30-minute study period and an hour for the exam.

    You are required to read the workbook before class. It is located under the “Workbook” tab.

    COURSE DESCRIPTION:

    Marketing is not an exact science. It involves a variety of strategies and tactics that evolve continuously, requiring marketers and exhibition/event organizers to adapt to shifting social, cultural, and economic conditions. A strong marketing plan combines time-tested practices with fresh ideas, innovations, and unique perspectives, all of which contribute to the success of an exhibition.  The primary goal of an exhibition is to create an environment where buyers and sellers can meet face-to-face. Today's technology allows organizers to extend the impact of an exhibition by using digital tools to enhance the overall experience before, during, and after the event.

    LEARNING OBJECTIVES:    

    After completing this course, the participant should be able to: 

    • Define marketing and explain the difference between the marketing and sales functions
    • Identify and explain the elements of a marketing plan
    • Describe market segmentation, define target markets, and explain how to reach global audiences
    • Discuss the 7Ps and explain how the marketing mix is applied to reach target markets
    • Review event evaluation processes and discuss the importance of establishing KPIs to measure goal attainment
    • Discuss three types of sponsorships to help promote an event