Event Marketing - CEM WEEK - 2/2/26 - Freeman Alexandria, VA

This course is scheduled to take place at the Freeman Alexandria, VA office on 2/2/26 from 8:30am CST – 3:00pm EST. It is part of CEM Week. 

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 3:00pm CST. 

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