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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
Intellectual Capital Certificate Program Overview


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.  


The course is available on-demand and can be completed at a self-paced rate.


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.”

Assistant Director of Sales
Visit Annapolis & Anne Arundel County

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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.

US $495 

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.


Meet the Instructors

Emily Scheiderer

Senior Director of Education, Sales, and Services
Destinations International

Sonia Fong, MBA

Senior Vice President of Convention Development, Louisville Tourism

Aly Fernandez

Associate Vice President, Destination Services & Trade Show Activities, Discover the Palm Beaches
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Approved for CDME CE Credits

The Intellectual Capital Certificate Program is approved for 6 CDME continuing education (CE) credits upon completion.

Learn More About CDME Recertification

For assistance or more information:

Please contact [email protected].