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. 

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