IAEE Master Series Certificate: Event Design for the Brain presented by Lisa Schulteis is designed to help event and exhibition professionals better understand how people experience events and how design decisions influence engagement, recall, and connection across live and virtual environments. The series focuses on practical, experience-driven design strategies that translate research on attention, memory, and social interaction into real-world event applications.  Each session builds on the last, guiding participants through three core elements of event experience: attention, memory, and connection. Built-in micro breaks are integrated throughout each session to support focus, model effective design, and enhance learning in real time. Each virtual session is 60 minutes in length and includes interactive moments, reflection, and Q&A. A downloadable workbook supports applied learning across all three sessions.  Upon completion of all three sessions participants will receive a certificate of completion and 3 Clock Hours toward CEM recertification. IAEE Master Series Certificate: Event Design For The Brain is available to IAEE Members $99 | Non-Members $149.    

9 April 2026 10:30-11:30 AM CST  Session 1: Designing for Attention: How to Keep People Engaged Without Overloading Them  
Attention is limited and easily disrupted in modern event environments. This session explores how people process information and allocate focus, and how event design decisions directly influence engagement throughout an experience. Participants will learn how to reduce cognitive overload, improve session flow, and design agendas and environments that support sustained attention without adding more content or complexity.  
Learning Objectives
1. Explain how attention functions in live and virtual event settings  
2. Identify common event design choices that reduce focus and engagement  
3. Apply practical strategies to support sustained attention  
4. Design agendas and sessions that balance stimulation and recovery Built-in micro breaks will be used throughout the session to model attention-supportive design in real time. 

16 April 2026 10:30-11:30 AM CST Session 2: Designing for Memory: Creating Events People Actually Remember  
While events often deliver large volumes of information, much of it is forgotten shortly after the experience ends. This is the second session in the series and this session focuses on how memory is formed and how event design can support recall of key messages, moments, and experiences.  
Participants will explore how session structure, storytelling, repetition, and sensory cues influence memory and learn how to design experiences that help important messages stick beyond the event itself.  
Learning Objectives  
1. Distinguish between engagement and long-term memory  
2. Identify design elements that support retention and recall  
3. Apply techniques that strengthen memory without increasing content volume  
4. Build memory anchors into sessions, exhibits, and experiences Memory-anchoring micro breaks will be integrated to demonstrate retention strategies in practice. 

23 April 2026 10:30-11:30 AM CST Session 3: Designing for Connection: How Events Build Trust, Belonging, and Meaningful Interaction 
Connection is central to successful events. This session explores how people experience social environments and how event design influences trust, comfort, and participation. Participants will learn how layout, facilitation, pacing, and interaction design affect whether attendees feel included, engaged, and willing to participate, and how these factors shape overall event outcomes.  
Learning Objectives 
1. Understand how social environments influence engagement and trust  
2. Identify barriers to interaction created by common event design choices  
3. Design experiences that encourage meaningful connection  
4. Apply inclusive strategies that support different engagement styles. Connection-focused micro breaks will be embedded to model interaction and reflection. 

IAEE Master Series Certificate: Event Design For The Brain is eligible for 3 Clock hours towards CEM recertification after successfully completing all session components. In addition participants will receive a certificate of completion. 

The IAEE Master Series Certificate on Event Sales and Sponsorship is designed for industry professionals who want to develop their expo and event sales knowledge for greater success. The CEO of SB Expo & Events Jennifer Kerhin, MBA, CEM, CMP will guide participants through 3 in-depth and interactive sessions specific to the events industry sales. Upon successful completion participants will receive a certificate of completion in event sales and sponsorship.

To register for the full virtual series, you're in the right place - select the register button. Get the best bang for your buck, this IAEE Master Series Certificate: Event Sales & Sponsorship includes tactics that you can implement right away and a certificate of completion to showcase your dedication to the events industry in the area of event sales and sponsorship. (Members $99 | Non-Members $149).  

5 MARCH (10:30 am - 11:30 am CST) - IAEE Master Series Certificate: Event Sales & Sponsorship Part 1: Sales Strategy & Research

This is the first session in a dynamic three-part virtual series led by the esteemed CEO of SB Events, Jennifer Kerhin, MBA, CEM, CMP. She has designed this specific course to provide comprehensive knowledge and actionable strategies for maximizing expo and event sales. In this session participants will learn sales strategies and the research that backs them up for proven sales success in any industry. 

Learning Objectives:

1. Identify the core elements of a successful exhibit and sponsorship sales strategy.
2. Apply research methods to build prospect lists and align offerings with market needs.
3. Develop the prospectus to support the organization's revenue goals. 

12 MARCH (10:30 am - 11:30 am CST) - IAEE Master Series Certificate: Event Sales & Sponsorship Part 2: Sales Tactics That Work

This is the second session in a dynamic three-part virtual series led by the esteemed CEO of SB Events, Jennifer Kerhin, MBA, CEM, CMP. She has designed this specific course to provide comprehensive knowledge and actionable strategies for maximizing expo and event sales. In this session participants will learn a variety of proven sales tactics. 

Learning Objectives:

1. Write effective sales and phone scripts and utilize them for effective outreach tactics
2. Uncover potential exhibitor/sponsor needs by asking the right questions.
3. Confidently handle objections and negotiations to secure commitments.

19 MARCH (10:30 am - 11:30 am CST) - IAEE Master Series Certificate: Event Sales & Sponsorship Part 3: Analytics and Review

This is the third session in a dynamic three-part virtual series led by the esteemed CEO of SB Events, Jennifer Kerhin, MBA, CEM, CMP. She has designed this specific course to provide comprehensive knowledge and actionable strategies for maximizing expo and event sales. In this session participants will learn what, how and when to dive into analytics and what areas to focus on for reviewing event ROI.

Learning Objectives:

1. Evaluate sales performance using key metrics, dashboards, and pipeline tracking in your CRM.
2. Translate sales analytics into actionable strategies for future revenue growth.
3. Conduct a structured post-show review to identify successes and areas for improvement

IAEE Master Series Certificate: Event Sales & Sponsorship is eligible for 3 Clock hours towards CEM recertification after successfully completing all session components.

Can’t make the date? You can still register and get access to the recordings for on-demand viewing for whatever time works best for your professional development journey.

IAEE Master Series Certificate: Event Sales & Sponsorship is eligible for 3 Clock hours towards CEM recertification after successfully completing all session components, in addition to receiving a Certificate of Completion.