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.

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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.

EXPLORE THE MODULES

Meet the Instructors