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Includes Credits Includes a Live Web Event on 11/10/2026 at 8:30 AM (CST)
This class will be conducted VIRTUALLY through Zoom on 11/10/26 from 8:30am - 2:30pm CST. You will have 90 days from the date of the course to take your exam. No proctor is needed. Exam instructions and exam password will be provided to you at the end of the day. *CEMs who are recertifying or those taking the course as not part of the CEM program are not required to take the exam. You must have a webcam to take this course. COURSE DESCRIPTION: In order for organizations that plan, manage or own exhibitions and events to remain competitive, they must continually define and review their strategies. This includes measuring where an event falls within a particular market segment, developing plans to ensure business continuity, and positioning an exhibition or event for success.
This class will be conducted VIRTUALLY through Zoom on 11/10/26 from 8:30am - 2:30pm CST.
You will have 90 days from the date of the course to take your exam. No proctor is needed. Exam Instructions and exam password will be provided to you at the end of the day.
You are required to read the workbook before class. It is located under the “Workbook & Schedule” tab.
You must have a webcam to take this class.
COURSE DESCRIPTION:
In order for organizations that plan, manage or own exhibitions and events to remain competitive, they must continually define and review their strategies. This includes measuring where an event falls within a particular market segment, developing plans to ensure business continuity, and positioning an exhibition or event for success.
LEARNING OBJECTIVES:
After completing this course, the participant should be able to:
PART ONE: DEFINE EXHIBITIONS
- Use the CEIR Census and CEIR Index Report to gain an understanding of the current scope and performance of the exhibition industry
- Understand the differences between business-to-business and business-to-consumer exhibitions
- Explain the roles of the exhibition organizer, attendee and exhibitor
- Identify the purposes for corporate private exhibitions and events and understand their target audiences
- Discuss the principal ways that exhibitions can be grown
PART TWO: STRATEGIC ENTERPRISE MANAGEMENT: PROCESS AND OUTCOMES
- Define strategic enterprise management (SEM)
- Compare the various models of strategic planning
- Identify and define the major components of a strategic plan
- Understand experience design principles to optimize the overall experience of stakeholders and attendees
- Understand how to incorporate principles of EDI, sustainability, and health and safety into event design
- Describe a basic strategic planning process
- Differentiate between strategic enterprise management and the strategic planning process
- Explain the benefits of strategic planning and management
PART THREE: PROJECT MANAGEMENT: MANAGING SUCCESSFUL EXHIBITIONS
- Identify the major elements in the project management process
- Demonstrate the role of project management in developing goals and objectives
- Identify the elements in a work breakdown structure
- Identify the requirements necessary to effectively manage and motivate a project management team
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Register
- Non-member - $490
- Member - $349
- Freeman Member - $279.20
- More Information
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Includes Credits Includes a Live Web Event on 11/05/2026 at 8:30 AM (CST)
This class will be conducted VIRTUALLY through Zoom on 11/5/26 from 8:30am - 2:30pm CST. You will have 90 days from the date of the course to take your exam. No proctor is needed. Exam instructions and exam password will be provided to you at the end of the day. *CEMs who are recertifying or those taking the course as not part of the CEM program are not required to take the exam. You must have a webcam to take this course. COURSE DESCRIPTION: Risk management is a continuing process that identifies, analyzes, evaluates, and addresses exposures and monitors risk. This involves evaluating the security needs for an event and if a crisis should occur, having a crisis management team in place to manage it.
This class will be conducted VIRTUALLY through Zoom on 11/5/26 from 8:30am - 2:30pm CST.
You will have 90 days from the date of the course to take your exam. No proctor is needed. Exam Instructions and exam password will be provided to you at the end of the day.
You are required to read the workbook before class. It is located under the “Workbook & Schedule” tab.
You must have a webcam to take this class.
COURSE DESCRIPTION:
Risk management is a continuing process that identifies, analyzes, evaluates, and addresses exposures and monitors risk. This involves evaluating the security needs for an event and if a crisis should occur, having a crisis management team in place to manage it.
LEARNING OBJECTIVES:
After completing this course, the participant should be able to:
PART ONE: Security
- List security components of site selection
- Identify the security needs of exhibitions and events
- Identify essential elements of a request for proposal for a security vendor
- Evaluate security requests for proposal responses to hire a competent security contractor
PART TWO: Risk Management
- Explain the principles of risk management as related to insurance coverage
- List types of events and exhibition insurance
- Explain the concept of event cancellation insurance
- Generalize the importance of requiring certificates of insurance from exhibitors
- Explore the concept of protecting against losses
PART THREE: Crisis Management
- Define a crisis and understand how to prepare for a variety of crises
- Develop the basics of a crisis management plan
- Identify various types of threats
- Identify evaluation procedures for a crisis management plan
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Register
- Non-member - $490
- Member - $349
- Freeman Member - $279.20
- More Information
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Includes Credits Includes a Live Web Event on 10/27/2026 at 8:30 AM (CDT)
This class will be conducted VIRTUALLY through Zoom on 10/27/26 from 8:30am - 2:30pm CST. You will have 90 days from the date of the course to take your exam. No proctor is needed. Exam instructions and exam password will be provided to you at the end of the day. *CEMs who are recertifying or those taking the course as not part of the CEM program are not required to take the exam. You must have a webcam to take this course. COURSE DESCRIPTION: Today’s exhibition professional has more to do than simply manage an exhibition. In reality, an exhibition professional is responsible for several crucial service-related elements. Two of the service fundamentals inherent in most events are arranging for accommodations for guests (“housing”) and identifying which guests will be allowed access to which portion of an event (“registration”). Planning must begin early to ensure housing and registration are easily assessed and do not become a hindrance to attending the event. When managed well, housing and registration can enhance an event and create an incentive for future attendance.
This class will be conducted VIRTUALLY through Zoom on 10/27/26 from 8:30am - 2:30pm CST.
You will have 90 days from the date of the course to take your exam. No proctor is needed. Exam Instructions and exam password will be provided to you at the end of the day.
You are required to read the workbook before class. It is located under the “Workbook & Schedule” tab.
You must have a webcam to take this class.
COURSE DESCRIPTION:
Today’s exhibition professional has more to do than simply manage an exhibition. In reality, an exhibition professional is responsible for several crucial service-related elements. Two of the service fundamentals inherent in most events are arranging for accommodations for guests (“housing”) and identifying which guests will be allowed access to which portion of an event (“registration”). Planning must begin early to ensure housing and registration are easily assessed and do not become a hindrance to attending the event. When managed well, housing and registration can enhance an event and create an incentive for future attendance.
LEARNING OBJECTIVES:
After completing this course, the participant should be able to:
- Identify key elements of planning and managing registration and housing
- Describe differences between exhibitors and attendees in housing needs and booking habits
- Describe differences in registration policies and processes for exhibitors and attendees
- Evaluate housing and registration event management options
- Develop basic housing and registration planning timelines
- Demonstrate knowledge of financial and contractual commitments
- Understand how to manage housing and registration data (e.g., GDPR, data privacy, data protection, data security)
Cookie Walner, CMP, CMM, CEM
Director of Event Design
C2 Association Strategies
With over 20 years of experience in the meetings and events industry, Cookie brings a wealth of knowledge and passion to every project she undertakes. Her professional journey spans both association and corporate sectors, where she has successfully orchestrated meetings, events, and international tradeshows ranging from intimate gatherings of 10 to large-scale events with up to 16,000 attendees.
Known for her strategic mindset, Cookie partners with clients to align event design with organizational goals, delivering meaningful and measurable results. When presented with the opportunity to pivot into tradeshow management, she embraced the challenge, pursuing best practices through the International Association of Exhibitions and Events (IAEE). She earned her Certified in Exhibition Management (CEM) designation in 2013 and quickly became a valued member of the CEM faculty in 2014.
An enthusiastic educator and lifelong learner, Cookie teaches CEM courses both virtually and in person across the U.S. and internationally. She is dedicated to sharing her insights while continually learning from the professionals she mentors. Her industry engagement is deep and ongoing—she has served on numerous IAEE national committees, chaired the CEM Commission in 2018, and was honored as IAEE’s 2018 Volunteer of the Year.
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Register
- Non-member - $490
- Member - $349
- Freeman Member - $279.20
- More Information
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Includes Credits Includes a Live Web Event on 10/08/2026 at 8:30 AM (CDT)
This class will be conducted VIRTUALLY through Zoom on 10/8/26 from 8:30am - 2:30pm CST. You will have 90 days from the date of the course to take your exam. No proctor is needed. Exam instructions and exam password will be provided to you at the end of the day. *CEMs who are recertifying or those taking the course as not part of the CEM program are not required to take the exam. You must have a webcam to take this course. COURSE DESCRIPTION: A well-designed floor plan or layout is critical to the success of an exhibition or event. In a rapidly changing business environment, a floor plan must meet the logistical needs of exhibitors and sponsors and the shopping habits of attendees with sufficient flexibility to adjust for growth or consolidation.
This class will be conducted VIRTUALLY through Zoom on 10/8/26 from 8:30am - 2:30pm CST.
You will have 90 days from the date of the course to take your exam. No proctor is needed. Exam Instructions and exam password will be provided to you at the end of the day.
You are required to read the workbook before class. It is located under the “Workbook & Schedule” tab.
You must have a webcam to take this class.
COURSE DESCRIPTION:
A well-designed floor plan or layout is critical to the success of an exhibition or event. In a rapidly changing business environment, a floor plan must meet the logistical needs of exhibitors and sponsors and the shopping habits of attendees with sufficient flexibility to adjust for growth or consolidation.
LEARNING OBJECTIVES:
After completing this course, the participant should be able to:
- Define elements of a successful floor plan
- Analyze an exhibition’s target market and industry segment to develop a floor plan that meets both exhibitor and attendee needs
- Identify factors that impact traffic flow on a floor plan to accommodate all populations of attendees
- Identify the most common booths/stands used in a typical floor plan
- Gain an understanding of safety protocols and procedures as they relate to floor plan development
- Create a floor plan that incorporates the unique features of a venue or facility
- Understand and evaluate technology options and tools to maximize, traffic flow, sales, and sponsorships
- Identify various space assignment systems and how they affect the design of a floor plan
- Analyze and evaluate past and current floor plans to identify sources of improvement and enhancements to future floor plans
Matthew Kalb, CEM-AP, CMP
Vice President, Customer Experience
T3Expo
With over 15 years in the events industry, Matt blends neuroscience, storytelling, and interactivity to help leaders grow through curiosity, reflection, and real-world insights. The 2025 recipient of the Bob Dallmeyer Educator of the Year Award, he serves as an international CEM Instructor and leadership facilitator who challenges teams to rethink failure, foster trust, and lead with intention. His sessions spark deeper thinking and practical takeaways. Outside of work, you’ll find him scuba diving, exploring new places, diving into nonfiction, or finding calm in the rhythm of cross-stitching.
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Register
- Non-member - $490
- Member - $349
- Freeman Member - $279.20
- More Information
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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
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Register
- Non-member - $329
- Member - $329
- Freeman Member - $263.20
- More Information
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Includes Credits Includes a Live In-Person Event on 10/02/2026 at 6:30 AM (CDT)
This course is part of CEM Week and will take place on 10/2/26 from 8:30am - 3:00pm EST. 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 3:30pm EST. 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 course is part of CEM Week in Cleveland, OH and will be held on 10/2/26 from 8:30am - 3:00pm EST. Those staying to take the exam will have an optional 30-minute study period followed by an hour for the exam.
You must read the workbook ahead of 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
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Register
- Non-member - $470
- Member - $329
- Freeman Member - $263.20
- More Information
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Includes Credits Includes a Live In-Person Event on 10/01/2026 at 6:30 AM (CDT)
This course will take place during CEM Week in Cleveland, OH on 10/1/26 from 8:30am - 3:00pm EST. 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 not taking the course as part of the CEM program will be finished at 3:00pm PT. COURSE DESCRIPTION: Today’s exhibition professional has more to do than simply manage an exhibition. In reality, an exhibition professional is responsible for several crucial service-related elements. Two of the service fundamentals inherent in most events are arranging for accommodations for guests (“housing”) and identifying which guests will be allowed access to which portion of an event (“registration”). Planning must begin early to ensure housing and registration are easily assessed and do not become a hindrance to attending the event. When managed well, housing and registration can enhance an event and create an incentive for future attendance.
This course will take place during CEM Week on 10/1/26 from 8:30am - 3:00pm EST.
You must read the workbook ahead of class.
Today’s exhibition professional has more to do than simply manage an exhibition. In reality, an exhibition professional is responsible for several crucial service-related elements. Two of the service fundamentals inherent in most events are arranging for accommodations for guests (“housing”) and identifying which guests will be allowed access to which portion of an event (“registration”). Planning must begin early to ensure housing and registration are easily assessed and do not become a hindrance to attending the event. When managed well, housing and registration can enhance an event and create an incentive for future attendance.
After completing this course, the participant should be able to:
- Identify key elements of planning and managing registration and housing
- Describe differences between exhibitors and attendees in housing needs and booking habits
- Describe differences in registration policies and processes for exhibitors and attendees
- Evaluate housing and registration event management options
- Develop basic housing and registration planning timelines
- Demonstrate knowledge of financial and contractual commitments
- Understand how to manage housing and registration data (e.g., GDPR, data privacy, data protection, data security)
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Register
- Non-member - $470
- Member - $329
- Freeman Member - $263.20
- More Information
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Includes Credits Includes a Live Web Event on 09/30/2026 at 10:30 AM (CDT)
Stepping into a managerial role in the exhibitions and events industry brings exciting challenges, chief among them, mastering negotiation. This virtual session is designed specifically for new managers eager to build confidence and skill in negotiation. Whether you’re finalizing contracts with vendors, securing better terms with clients, or navigating team agreements, effective negotiation can significantly impact your success. Join us to explore foundational negotiation tactics tailored for the fast-paced and dynamic exhibitions and events environment. Learn practical strategies to prepare, communicate, and close deals that benefit all parties while strengthening professional relationships.
Stepping into a managerial role in the exhibitions and events industry brings exciting challenges, chief among them, mastering negotiation. This virtual session is designed specifically for new managers eager to build confidence and skill in negotiation. Whether you’re finalizing contracts with vendors, securing better terms with clients, or navigating team agreements, effective negotiation can significantly impact your success. Join us to explore foundational negotiation tactics tailored for the fast-paced and dynamic exhibitions and events environment. Learn practical strategies to prepare, communicate, and close deals that benefit all parties while strengthening professional relationships.
Learning Objectives:
- Identify and apply core negotiation principles relevant to exhibitions and events management.
- Develop effective preparation techniques to approach negotiations with confidence and clarity.
- Use communication strategies that foster collaboration and lead to mutually beneficial agreements.
This session is free for IAEE members and $79 for non-members
Andrea Christopherson
Global Head of Experiential, Tradeshows, Events & Venues
SearchWide Global
Andrea specializes in executive search for C-Level and Director Level professionals as well as business development in the experiential event marketing segment along with the tradeshow and convention industries. Her previous experience at a SaaS company focused on leadership development, her experience in hospitality, and her skills in business strategy, organizational effectiveness, change management, and talent acquisition bring a unique perspective to Executive Search and Organizational Strategy
This session is eligible for 0.75 clock hours towards CEM Recertification.
To view the session: Once you have entered the live or on-demand virtual session, select the CC button for the closed captions in English.
After you have completed the on-demand virtual session: select the session evaluation survey.-
Register
- Non-member - $79
- Member - Free!
- Freeman Member - Free!
- More Information
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Includes Credits Includes a Live In-Person Event on 09/30/2026 at 6:30 AM (CDT)
This course will take place during CEM Week on 9/30/26 from 8:30am – 3:00pm EST. 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 3:00pm PT. COURSE DESCRIPTION: Site selection is a crucial first step in producing a successful exhibition or event. This includes the process of choosing both a geographical location and a facility for an exhibition or event. Site selection consists of advanced detailed planning, including access for attendees of all populations, organizational goals and objectives, exhibitor/attendee needs, and transportation. Careful consideration should be given to all factors that could impact the success of the overall exhibition.
This course will take place during CEM Week on 9/30/26 from 8:30am – 3:00pm EST.
You must read the workbook ahead of class.
Course Description and Learning Objectives:
Site selection is a crucial first step in producing a successful exhibition or event. This includes the process of choosing both a geographical location and a facility for an exhibition or event. Site selection consists of advanced detailed planning, including access for attendees of all populations, organizational goals and objectives, exhibitor/attendee needs, and transportation. Careful consideration should be given to all factors that could impact the success of the overall exhibition.
After completing this course, the participant should be able to:
- Evaluate and select a geographical location and a facility that meets the goals of the stakeholder, as well as the exhibition and/or event
- Differentiate between the types of facilities that host exhibitions and/or events
- Discuss the similarities and differences between U.S. and non-U.S. facilities
- Articulate the value and economic impact of the exhibition on the host city
- Identify potential revenue streams for facilities to aid in negotiations
- Discuss and apply the key components of conducting a site visit
- Gain an understanding of the essential elements required in a request for proposal (RFP)
- Discuss the importance of both strategic and operational aspects of site selection
- Identify members of the site-selection committee
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Register
- Non-member - $470
- Member - $329
- Freeman Member - $263.20
- More Information
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Includes Credits Includes a Live In-Person Event on 09/29/2026 at 6:30 AM (CDT)
This course will take place before Expo! Expo! in Houston, TX on 9/29/26 from 8:30am – 3:00pm EST. 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 3:00pm PT. 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 during CEM Week in Cleveland, OH on 9/29/26 from 8:30am – 3:00pm EST.
You must read the workbook ahead of class.
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
-
Register
- Non-member - $470
- Member - $329
- Freeman Member - $263.20
- More Information
