Welcome to the Certificate in the Business of Meetings and Events including all the tools you need to further your understanding and boost your knowledge of the industry.

Introducing the first Gold Standard Program in event industry education—a comprehensive certificate program filled with detailed foundational knowledge designed for professionals charged with planning events – or who aspire to plan events. Although planning meetings and events may not be your primary responsibility; it is an intrinsic part of any business regardless of size. With proper education and training risk is
decreased, opportunities increase and positive results are attained.

Learn from someone who has trained and taught thousands of meeting and event professionals throughout her career and time as an adjunct Professor of a leading university and as a Preferred Educator from the Events Industry Council.

The Program will help You

The Certificate in Meetings and Events will help you understand critical elements associated with successfully planned events of any type.

This certificate program will train you how to conceptualize, design, and execute flawless events that align with your organization’s mission, effectively convey your organization’s message, and achieve its’ business goals. Through personal stories and textbook examples, you will have the opportunity to absorb information that can be immediately applied in planning a meeting or event.

The Certificate in Meetings and Events provides a comprehensive and detailed overview of the diverse elements of event planning, execution, and supervision. This includes crucial behind-the-scenes elements that are essential for hosting successful events.

MODULE 1: (Included FREE with purchase of any individual Module)

Introduction and Industry Overview

Welcome to the multibillion meetings and events industry. This Module presents an understanding of the big picture of the global meetings and events industry and how the industry impacts destinations, tourism and business through people meeting and gathering. It is a business about people and how the power of meetings and events influence, inspire and affect changes in the world. Gaining perspective of this will help you in your own career choices and to make solid business decisions for those you work with and for.

What You Will Learn

• The power and influence of the meetings and events industry
• The business value of meetings and events
• The types of meetings and events
• The different roles and responsibilities for those involved in the meetings industry
• How the Media supports the industry

Click here to see a listing of all the modules included in the Certificate.

MODULE 2: Business Theory and Application

No More Useless Meetings!

Meetings and events are integral to any business and because of this, understanding and applying business theory and concepts is a best practice for the planner in working with various stakeholders. From concept to completion, utilizing steps and procedures to support the purpose of the event helps keep everyone focused on successful outcomes. Learning different business terms, and how analyzing and strategizing prior to the event gives direction and purpose to gain maximum results is the basis for any successful event.

What You Will Learn

• The process involved to identify the objectives and goals
• What questions to ask to understand a client’s vision
• Tools including SWOT analysis and The 4 Pillars of Event Management and their critical roles
• The Event Management Cycle and how each stage plays a vital part in planning

Click here to see a listing of all the modules included in the Certificate.

MODULE 3: Sourcing and Site Selection

Finding the Right Fit Affects Everything

Where the meeting or event is held is critical to its success. The venue is the stage and in order to create a successful production, the hotel or space must meet certain criteria to fit the needs of the event. Sourcing and site selection is a detailed legal process that involves contract negotiations. To find the right location, the planner must be organized, know the agenda and content to maximize the benefits of a well-structured sourcing and Site Selection process. Learn the steps to take in the sourcing and site selection process to find a suitable location including the Request for Proposal (RFP) process. Choices for hotels, day conference centers are provided with elements that impact the choices and meeting’s success. Options for virtual site visits are presented and the role they play in big picture design and room set up.

What You Will Learn

• How to source and reduce risk using a professional third party site selection company
• How to prepare for an in-person site visit
• How to accommodate people with different abilities
• The options and benefits of day conference centers
• How room setups affect a meetings outcome
• Questions to ask during the RFP and contracting process
• Contract negotiations and what is expected in the process

Click here to see a listing of all the modules included in the Certificate.

MODULE 4: Freelance Staff

Creating Your Onsite Support Team

Well-executed events cannot be done alone from a logistical and risk management viewpoint. Fortunately, with a generation of well-trained, experienced planners, the rise of professional freelance staffing in the meetings industry has grown exponentially to meet demands of planners for highly qualified professionals to perform specific tasks and contribute to the success of the meeting or event. Learn the steps and guidelines, the pitfalls to avoid and what is required to working with a professional company to manage Freelance staff.

What You Will Learn

• How to work with a professional Freelance Staffing company
• What to look for in a freelancer
• How freelancers support meetings and events from pre to post planning
• How to develop an efficient and effective Freelance Program
• How to minimize risk and the legalities of working with Freelancers

Click here to see a listing of all the modules included in the Certificate.

MODULE 5: Volunteerism

Consider Yourself One of Us!

Volunteers are the very essence and workforce behind many associations, non-profits and major events. Learn how to develop solid volunteer programs to recruit, manage, retain, and recognize the important labor force that Volunteers bring. Examine the value that volunteers add to your program by decreasing staffing costs, being brand ambassadors, building a loyal community to those involved. Whether a high-level sporting event, political event or a non-profit, how you develop, manage, and recognize volunteer staff is important to its success.

What You Will Learn

• What is involved in a volunteer program
• How to recognize volunteer talent
• The three stages of volunteerism and how they never end
• How to design a volunteer program
• How to manage volunteers
• How to minimize the risks associated with working with Volunteers

Click here to see a listing of all the modules included in the Certificate.

MODULE 6: Sustainability and Green Events

Repurpose, Reuse, Reduce!

The importance of Sustainability in meetings and events is important and is growing as a requirement for companies and business operations. In meetings and events, from ballroom to exhibit floor, choosing venues, partners and stakeholders who share the same values can affect business decisions. The awareness of how Sustainability and Green play a vital role in meetings and events is growing and planners have the responsibility to make choices that affect this cause.

What You Will Learn

• What are Green and Sustainable events and who is supporting them now
• How Green events affect the environment and save money
• What are the different categories of Green events
• What questions regarding sustainability to ask when sourcing sites and materials
• How to choose a meeting or event site based on its Green Certification
• How luxury brands add lasting value

Click here to see a listing of all the modules included in the Certificate.

MODULE 7: Registration and Data Responsibility

Let Me Know if You're Coming

A first impression and marketing tool for the planner, the Registration process is all encompassing from the pre-event to the post event stage. Registration provides countless opportunities for engagement as Planners use registration tools to streamline processes from logistics to event marketing. Today, registration involves ensuring data privacy and tracking KPIs to prove impact to key stakeholders. From strategy to logistics of an onsite Registration area, this important element of planning can make or break an event’s impact and success.

What You Will Learn

• The purpose and opportunities involved in the registration process
• How to define needs and strategize content when designing a registration platform
• The importance of registration during each phase of an event—i.e., before, during, and after an event and key questions to ask
• How to set up an efficient onsite Registration area
• Learn how the Planner is responsible for the use of and protection of attendee information

Click here to see a listing of all the modules included in the Certificate.

MODULE 8: Food, Beverage and Catering

Let Thy Food be Thy Medicine.

Perhaps if Hippocrates were alive today, he would be excited to see how food demands the attention of the meetings and events industry based on its qualities, effects on behavior, and core purpose of nourishing people for energy and sustenance. People have broken bread together since the beginning of time, and food in meetings and events plays a critically important role – it is connected to the well-being and health of every attendee. Food serves multiple purposes. In meetings and events food is a brand and theme component, can be entertaining, and provides memorable and lasting sensory experiences. It creates opportunities for attendees to meet, share ideas and fellowship. Not only is it a Planner’s responsibility to create balanced menus; but a Planner must also be aware of and sensitive to the dietary needs of all attendees. All this applies to beverage, too!

What You Will Learn

• Why a Planner must understand the risks and liabilities associated with serving specific foods
• How to determine and accommodate the dietary needs of attendees
• All about the structure and hierarchy of a catering team
• How to work with caters anywhere
• What are the different food styles
• Food as an event theme
• The role of food and beverage and themes

Click here to see a listing of all the modules included in the Certificate.

MODULE 9: Transportation

Let the Wheels keep on Turning!

From the Silk Road to the High Road, transportation has always played a significant role in bringing people together for meetings and events from early carriages to the latest space tourism efforts. Bringing people together to enjoy a specific destination requires much coordination on many levels from executive level through all attendees, from local travel to international travel. Effective transportation management is the process of managing moving people from point A to point B safely, efficiently, and dependably. It also involves moving meeting and event equipment and materials. The planner has a responsibility to understand how to manage transportation and all the details involved from chartering and booking vehicles, what vehicle choices exist and how to work with transportation management companies to reduce risk. It is not something to avoid learning about and may surprise you.

What You Will Learn

• The role of transportation in meetings and events
• Why transportation is important to meetings and events
• How transportation can support a theme and provide entertainment
• Transportation management including forms and communication
• The role of air, trains, boats, and cruise lines
• How to accommodate attendees with different abilities

Click here to see a listing of all the modules included in the Certificate.

MODULE 10: Audio Visual and Production

See Me, Hear Me, Teach Me

Welcome to the theater of Meetings and Events! When the curtain goes up and lighting and sound are not optimum, the audience is distracted, chaos erupts, and the event success is jeopardized within an instant. Behind every curtain (or monitor) is a team of well-seasoned professionals who specialize in Audio Visual Production comprising both services and content. It is important for the planner to understand the needs of the AV Production team and work with them throughout the entire event planning stage. They know that what you see and hear and how it is seen and heard is vital to an event’s success. Audio Visual Production is a major component that conveys a message, establishes a mood, create a desired effect in a meeting and event environment. Whether in-person, virtual or hybrid, Audio Visual production is essential to deliver consistent content on demand globally. Always make choices that reduce risk – you do not want to be the planner in the room when the lights go out or the internet disconnects.

What You Will Learn

• How a multimedia approach brings your event to life using lighting, sound, staging, and event scripting
• The difference between Audio Visual services and Audio Visual Production content
• The importance of Audio Visual in the site selection process
• How staging and room setup affects the room’s environment and guest interaction
• How staging and room setup affects the room’s environment and guest interaction
• How lighting and color play a vital role in branding and décor
• How an Audio Visual team works and accommodates speakers and special needs
• How an Audio Visual team works and accommodates speakers and special needs
• How to manage the risks associated with an Audio Visual production

Click here to see a listing of all the modules included in the Certificate.

MODULE 11: Event Design & Décor

Translating the Vision and Message

Everything – absolutely everything – that takes place during an event, whether in person or virtual must be a deliberate choice that supports the overall vision. Effective Event Design and Décor is a major component affecting the Visual Dynamics tm and engineering of the event. The ability to put all the pieces and people together, to understand the big picture, the vision and process and transform them into a tangible sensory experience for measurable results is the responsibility of event design. Choosing from a variety of elements, effective design is responsible for delivering a strong message through understanding the business strategy that makes it an intrinsic part of communication.

What You Will Learn

• How design begins with understanding objectives and goals
• How all the elements of design are deliberate choices to be made based on circumstances and criteria
• How design is a communication tool and how to use décor to support the vision
• How themes play an intrinsic role in design
• How the senses react to design choices and increase engagement
• How space, special effects and style affect flow, movement and interaction

Click here to see a listing of all the modules included in the Certificate.

MODULE 12: Music Entertainment & Speakers

I Hear You, I See You, I’m Listening to You

We all have a universal language of non-verbal and verbal communication, and nothing plays a more important and inspirational role in this in events than the use of Music Entertainment and Speakers to bring us together. As powerful tools that shape a theme, drive a message, add diversity to events, these all have a dramatic effect on an event’s outcome, attendee behaviors, team building, mental health and just plain fun and interaction. Used for control and concentration, events can be managed and reap results through their strategic use.

What You Will Learn

• The strategic purpose of music, entertainment, and speakers (MES) in events
• Why MES add value, awareness and increases productivity
• The global array of choices in music entertainment or speakers
• How to define objectives for music, entertainment, and speakers (MES)
• How to source MES
• How Music and Entertainment can be team building tools
• How to buy talent and calculate talent costs
• What is music licensing and how it affects event plannings

Click here to see a listing of all the modules included in the Certificate.

MODULE 13: Event Marketing and Sponsorship

Eat Your Ps Please!

Regardless of all the time invested in planning and producing an event, without people, there is no event. Event marketing is a time-sensitive process that uses focused, purpose-driven strategy to communicate to a specific audience – COME, this is what we promise. Whether you are promoting a brand or launching a new product or service—it is a major responsibility to inform, influence and initiate involvement to cause buzz, responses and participation.

What You Will Learn

• The purpose of Event Marketing
• How video marketing and establishing Community-Driven Videos increase return
• The P’s of Event Marketing from Product to Participation
• How to deliver “the message” using touch points
• How promotional items, invitations and use of premiums support a theme and brand
• The function and role of Event Sponsors
• How to recognize and develop sponsorship opportunities
• The correlation among advertising, public relations, meetings and events and event marketing

Click here to see a listing of all the modules included in the Certificate.

MODULE 14: Production Schedules and Budgeting

The “Big Picture”

Regardless of what you do in life, it costs either time or money and it is no different for events. As communication tools, meetings and events have time constraints, real costs and a need to keep all stakeholders in sync. The planner needs to realistically understand time management, attendees and their expectations and event content to make attainable decisions and appropriate choices. Staying on task and on budget requires careful planning and strategic communication with all stakeholders involved in the production of an event so that tasks are completed in the most cost-efficient and timely manner.

What You Will Learn

• The purpose of a Timeline as a guide and working tool
• Using the Event Management Cycle to create a Timeline
• The role of Production Schedules for all stakeholders at an event
• The Five Stages of Budgeting as a business tool
• How to identify costs, manage cash flow, and track spending history when creating a budget
• To understand different types of expenses and accountability for independent or in-house planning
• The importance of gratuities in meetings and events

Click here to see a listing of all the modules included in the Certificate.

MODULE 15: Risk Management, Safety and Security

Plan B - B Prepared!

STOP here. The most important responsibility of a Planner is to ensure the Safety and Security of all event stakeholders. From environment to vendors, a Planner must devise a plan that anticipates and addresses anything that could go wrong during an event. Understanding the role a professional Security Consultant and Company plays in meetings and events is critical for a planner regardless of type or size of meeting and event. The planner must be aware of a safe environment and reduce any risk with the entire planning and design process – people, health and safety always come first.

What You Will Learn

• How to identify risks – internal, external, environmental, and epidemic
• Understand the difference between risk management, safety and security
• Understand the client’s security needs from pre to post event
• How to prepare for disaster and what steps to take with all vendors and stakeholders
• How to work with professional Security consultants and companies - and why
• When to use a permit and/or license in planning events.
• Cyber-security and the GDPR act
• How to create a safe environment to reduce risk of hazard

Click here to see a listing of all the modules included in the Certificate.

MODULE 16: Legal Aspects

The Causes and the Clauses!

Be aware and beware. As meetings and events are essential for business, adhering to legalities and compliance is a major responsibility from the onset of the planning process, sourcing a site, choosing vendors, etc. as all requires contracting and agreements. Planners need to understand the legal implications of all tasks and activities associated with an event and act on the phrase ‘trust but verify.’ Starting with the RFP process, proposals and contracts need to be understood so that the planner can ensure that all parties are protected from harm to their person and their purse.

What You Will Learn

• How to establish “Best Practices” for an event
• Why written proposals, agreements, and contracts, are paramount and what each should address
• How to ask for concessions, negotiate strategically and beneficially
• What clauses to include in a contract
• When to use an Indemnification clause
• How to interpret a proposal and contract
• What an addendum and rider are and the protocol involved with each
• How to organize information for access and legal protection
• To understand general legal concerns for logos, intellectual property and risk elements in events

Click here to see a listing of all the modules included in the Certificate.

MODULE 17: Insurance

If Anything Can Happen… It Will!

At one time, the insurance industry didn’t understand all the risks involved with meetings and events. Imagine describing some in-person events with exposed flames in candles, transporting people in vehicles in all kinds of weather, booking air, transporting heavy equipment, food and beverage, recreational activities like hot-air balloons and tug-of-war and so on. The role of insurance – and the different types of insurance – are not options to the planner. Liability is the planner’s responsibility – period. Despite each event’s inherent differences; there are common precautions that a Planner must consider. Being prepared for “What if” will put your client at ease and allow you to create with confidence.

What You Will Learn

• Why you need insurance for each and every event
• What are the different types of insurance and the protections they provide
• Who is covered by a policy and why you may need more than one
• The responsibility all vendors have with insurance and how they can protect you
• The difference between a certificate of insurance and an insurance policy
• How to assess a creative decision based on the risk factor involved

Click here to see a listing of all the modules included in the Certificate.

MODULE 18: Tackling Technology

Man or Machine – Who is in Control?

The use of technology was once a choice and now the choice is which technology to utilize for the maximum return with ease of use. Meetings and events play such an important role in collecting data from targeted groups of people for marketing and research purposes but for the planner, technology is a tool to help market, manage and manipulate data in the planning and production process whether an in-person or virtual event. Understanding the choices and why and how a platform can serve the planner is critical in every phase from pre to post event, from Registration to Surveys and follow up. Learning what is relevant, secure, appropriate is tantamount to an event’s success and participant engagement. The use of technology has elevated events to infinite heights. Gone are the days when events are confined to the constraints of 4 walls. Learn how planners now use technology to reach massive audiences to deliver a message and create an experience.

What You Will Learn

• How to identify the best technology platform for a meeting or event based on event criteria
• How technology affects sourcing and site selection through virtual experiences
• How special tools like Apps provide alternatives to delivering information
• How on-site kiosks and touch screens aid in flow and momentum at an event
• Why a Planner is responsible to advise stakeholders about the different technology options
• How to choose the right technology to deliver the event environment, attendees, and message
• How a single technology platform can facilitate several event functions—e.g. event marketing, registration, seating
• How to protect data and reduce risk in using any technology

Click here to see a listing of all the modules included in the Certificate.

MODULE 19: Fast Forward

Click here to see a listing of all the modules included in the Certificate.

MEET, DIANNE DEVITT

DIANNE is a visionary and personality with global experience as a producer, speaker, author, and educator.

She influences and inspires others with her leadership abilities and creative acumen. Dianne’s belief is that “No Idea is Out of Reach.” As a pioneer in the experiential industry, Dianne was the founder of a premiere event production company and served luminaries including US Presidents, Heads of State, Astronauts and Fortune 50 companies.

Dianne has penned What Color is Your Event? — a global resource for creative planning and has co-authored Called to Lead: Success Strategies for Women focusing on Creative Leadership as part of a collaboration with 17 other women.

With over 30 years of experience as an adjunct professor at a leading University, she has created and taught six courses in Hospitality and Tourism, earning recognition for Teaching Excellence. Dianne recognized the significance of non-verbal sensory communication and launched the SenseUP! Summit. She believes in the power of networking and associations, having served on local and international boards throughout her career. Her commitment to training and mentoring both students and professionals allows her to positively shape and guide their career growth.