Business Intelligence (BI) Certificate Program
The Sales and Services courses will open for registration before the end of 2024 and the Marketing & Communications course will open in early 2025.
The Business Intelligence (BI) Certificate Program consists of three separate courses, each designed to provide destination organization professionals with the essential skills and knowledge needed to excel in the process of securing and welcoming business events to their destination. This program offers three specialized courses – each course can stand alone as a single course, or all three can be taken as a bundle. The courses include:
- Sales
- Services
- Marketing and Communications
Each course is focused on teaching the fundamentals and providing strategic insights to drive success within the destination organization sales and services cycle. The courses provide practical approaches to help professionals optimize event outcomes and grow their individual skills in the dynamic world of business events.
Upon completion of each course, learners will possess a deep understanding of using action-driven strategies to achieve objectives, enhance customer experiences, and foster organizational growth. The program empowers learners to establish themselves as key contributors in driving destination and event success through informed decision-making and strategic planning.
Each course within the program consists of approximately 6-8 hours of seat time, which includes watching module videos, completing knowledge check quizzes, and passing the final course assessment. Upson successful completion of each individual course and post course assessment, users will receive a certificate of completion. Upon successful completion of all three courses and post course assessments, users will receive the Business Intelligence certificate of completion from Destinations International.
FUNDAMENTAL LEARNING
The course is designed for destination sales and services professionals at all levels who would like to gain a deeper understanding of tactical approaches to incorporating the assets in the destination into the sales and services process.
FULLY ONLINE
The course is available on-demand and can be completed at a self-paced rate.
LEARN FROM THE EXPERTS
Instructors include industry veterans and pioneer destination leaders of today.
Register Now
The Business Intelligence program offers self-paced, online modules with a 90-day completion window. Upon successful completion of the coursework and post-course assessment, students will receive a certificate of completion from Destinations International for each course that is completed.
Members
Individual Learner Bundle (all three courses): US $1495
Sales: US $595
Services: US $595
MarCom: US $495
Non-Members
Individual Learner Bundle (all three courses): US $2095
Sales: US $795
Services: US $795
MarCom: US $695
Bulk Discounts
Bulk discounts are available if you have four or more on your team to train. Please reach out to [email protected] for more details.
About the Courses
Sales Course (9 modules)
This course provides sales professionals with fundamental skills and strategies to utilize destination resources for prospecting, lead generation, and closing deals. Participants will learn about the sales cycle, how to manage client relationships, and optimize sales performance through effective negotiation and resource allocation, ensuring successful event sales outcomes.
Modules Include:
- Introduction to Destination Sales
- Balancing Business and Emotional Intelligence Through Sales Fundamentals
- Generating Leads Through Sales Activities
- Request for Proposals (RFPs) and Business Evaluation
- Proposals and Presentations
- The Art of the Site Visit
- Closing the Sale
- Sales Metrics and Performance Measurement
- Setting Services Up for Success
Services Course (10 modules)
This course focuses on providing destination services professionals with the skills to manage all aspects of service delivery, from logistics and site visits to attendance driving and delegate experience. Participants will learn key details to consider, such as risk mitigation, sustainability, and important communication strategies. By mastering these skills, services professionals will ensure smooth operations and successful outcomes for business events.
Modules Include:
- Introduction to Convention Services
- Destination Knowledge
- Event Planning Basics
- Communication and Interpersonal Skills
- The Art of the Event Planning Site Visit
- Technology and Tools
- Event Marketing, Promotion, and Attendance Driving
- Risk Mitigation and Crisis Management
- Natural and Created Environments
- Evaluation and Post-Event Analysis
Marketing and Communications Course (7 modules)
This course is designed to introduce destination marketing professionals to strategies that are specifically tailored to securing and supporting the incoming business events. The modules emphasize the use of digital marketing, branding, and audience engagement in conjunction with the meetings and events hosted in the destination. Participants will learn how to collaborate effectively with the sales and services process to create interest in the destination, drive attendance, and increase both the event and destination’s visibility.
Modules Include:
- Destination Organization Marketing
- Collaborating with Sales and Services
- Destination Branding and Positioning Strategy
- Digital Marketing and Online Presence
- Event Promotion and Attendance Building
- Social Media, Public Relations, and Media Outreach
- Communicating Through Challenges
- Event Marketing Analytics and Performance
