Strategic Planning and Management Online - 16 June - 14 July 2020

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


This content will not be available until 06/15/2020 at 11:59 PM (CDT)

Jai Cole, CEM, vice-president and partner of Plum Communications Inc. (Toronto), is a seasoned exhibition organizer since 1985.  Jai currently sits on the board of directors of CAEM (Canadian Association of Exposition Management), is a member of IAEE, former member of the CEM Commission and a former chair of the IAEE Sales Academy Task Force. 

She is an experienced instructor having developed and taught five curriculum modules for the George Brown College, Exposition and Conventions Certificate program (Toronto).  Jai is passionate about the industry and enjoys being a member of the CEM faculty.

Follow Jai on Twitter  ExpositionGuru, #expoguru