Intellectual Capital Certificate Program
The Intellectual Capital (IC) certificate program caters to destination sales and services professionals at all career stages. This program provides participants with vital knowledge and practical skills to effectively utilize the community's infrastructure and economic resources, human and social connections, as well as cultural and creative assets. These capabilities directly contribute to the success of incoming business events and the ongoing growth of the local community. The program empowers learners to establish their destination as a knowledge center, fostering collaboration, creativity, and success in the sales and services cycle.
Upon completion of the course, learners will possess a comprehensive grasp of identifying, mobilizing, and leveraging available resources to enhance event experiences, drive innovation, and create lasting impacts for event planners and communities.
The course navigates through seven essential modules that encompass:
- Defining Destination Intellectual Capital
- Articulating the Value of the Destination Organization
- Classifying Destination Capital
- Organizing Sales and Marketing Strategies
- Establishing and Maintaining Local Relationships
- Identifying Indicators and Measuring Success
- Extending Value to Event Strategists
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.
What I Learned
“As a mid-level manager, I found the Intellectual Capital Certification program informative and vital to structure, strengthen, and revitalize our organizational sales strategy. The best practices shared will assist the sales team in curating sustainable relationships, providing stakeholders with information to leverage increased economic opportunities for the community, and shaping the trajectory of the organization.”
JANA CARTER
Assistant Director of Sales
Visit Annapolis & Anne Arundel County
Register Now
The Intellectual Capital program offers self-paced, online modules with a 90-day completion window. Upon successfully finishing the Intellectual Capital Certificate coursework and post-course assessments, students will receive a certificate of completion from Destinations International.
Members
US $495
Non-Members
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 Course
The concept of Intellectual Capital is becoming increasingly relevant in the convention Sales and Services process. As attendee and event strategist perspectives continue to evolve, it is imperative that destinations approach these discussions with a well-defined and strategic framework. This framework should highlight what distinguishes their destination within related industries, causes, and communities, and how these valuable assets can be effectively utilized to maximize success in sales production and service satisfaction.
Emily Scheiderer is a hospitality enthusiast with a background that includes both DMO and hotel experience. Emily’s passion for inclusivity has driven her to make meaningful connections both in and out of the industry that have included a two-year commitment to the ISAE Government Affairs committee and serving as an ambassador for the American Cancer Society’s ResearcHERS campaign. As a self-described “data nerd”, she enjoys any opportunity to expand her mind and learn.
Read some of Emily's recent publications:
Rose brings over 30 years of experience in the convention and hospitality industry to her role as Vice President, Client Services at Choose Chicago.
Sonia Fong is Senior Vice President of Convention Development for Louisville Tourism and has worked in the hospitality industry for approximately 25 years. Fong’s responsibilities include managing the convention sales team to achieve annual room night goals, developing, and implementing the convention sales and marketing plan, outlining specific sales objectives and priorities for the convention sales staff and establishing sales policies and procedures to maximize Louisville as a convention destination.
Rory G. Archibald is Senior Business Events Manager in charge of Strategy, Marketing, PR, Associations and Sectors with Visit Scotland. He also founded New Intent, a pro-social organization that partners the events community with global challenges in diversity, equality/equity, inclusion and environmental transformation to realize a common vision.
During her two decades of experience in the Central Florida hospitality/tourism arena, Michelle has established a reputation as a reliable and creative “Go-Getter” with a consistent track record of delivering business growth. Since joining Experience Kissimmee seven years ago, Michelle has displayed her sales and marketing expertise, as evidenced when leading efforts to increase meetings sales by 42% and accelerate contracted room nights 96%.
Brad Weaber is a veteran of the meetings industry with over 30 years of meeting, events and hospitality industry management roles. Weaber is the founder and Principal of the Brad Weaber Consulting Group, a firm focused on leadership motivation, hybrid and live emcee, professional advisory and exhibitor board and panel facilitation as well as management efficiencies and event strategy review for all market segments.
Mya Surrency, Co-Founder of Digital Edge, utilizes her background in destination marketing having worked for two Florida destinations and her more than 10 years of agency ownership experience to deliver dynamic meetings marketing strategies and digital marketing techniques to engage planners.
Approved for CDME CE Credits
The Intellectual Capital Certificate Program is approved for 6 CDME continuing education (CE) credits upon completion.