I just returned from the last of 4 courses in The Business of Meetings Certificate Program sponsored by the America Association of Association Executives (ASAE). The course I attended in Washington D.C. focused on strategic planning and marketing. The course was designed to help me
- Recognize the value of strategic thinking and the impact that it can have on the organization;
- Identify various models and components of a strategic plan;
- Leverage branding concepts, principles, and purposes;
- Distinguish marketing roles, skills, and responsibilities to increase attendance and experience;
- Discuss various sponsorship sales opportuinities, strategies, and points of view;
- Articulate a global vision for the future while establishing a planning process;
- Develop and implement a creative marketing plan to support positioning and branding.