Strategic Planning and Management Online - 15 June - 13 July 2021

  • Registration Closed

Exhibitions and events support industry and market segments thereby fueling the local economy. Business travel is one example of a multi-million-dollar industry supported by exhibitions and events. In order for organizations that plan, manage or own exhibitions and events to remain competitive, they must continually define and review their strategies, measure where an event falls within a particular market segment, position the exhibition or event to meet or beat the competition and develop plans to ensure business continuity and success.  

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

  • 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
  • Define strategic enterprise management
  • Compare the various models of strategic planning
  • Identify and define the major components of a strategic plan
  • Describe a basic strategic planning process
  • Differentiate between strategic enterprise management and the strategic planning process
  • Explain the benefits of strategic planning and management
  • Identify the major elements in the project management process
  • Demonstrate the role of project management in developing goals and objectives
  • Create a project charter
  • Identify the elements in a work breakdown structure
  • Identify the requirements necessary to effectively manage and motivate a project management team

Jai Cole, CEM is vice president of her company PlumCom Inc., an independent show producer since 1984 in Toronto, ON Canada. In 2001- 2003, she was an adjunct professor at George Brown College, Toronto, for the “Trade Show Management” certificate program. In 2009, Jai became a faculty instructor of the CEM Learning Program. Life-long learning is important to her and the CEM program provides industry professionals with valuable knowledge and education into all facets of the industry. The CEM designation demonstrates that the person has achieved a high standard of excellence and professional standing in the exposition and event industry that they serve. In 2010, Jai, with her husband Bruce, were featured in “Trade Show Week” magazine. She has also been “Spotlighted” as a member of IAEE.

Jai has participated on IAEE committees and task forces including the CEM Commission, the Certified Events Task Force, Chairperson of the Sales Academy Task Force and the Best Practices Task Force. She can be reached at or 416-587-5227.