The Intellectual Capital (IC) Certificate Program Explorer

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. 

Users will have 90 days from the date of registration to complete the entire program. Extensions will not be granted. All modules must be completed to receive the Certificate of Completion. 

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Intellectual Capital Certificate Program
7 Modules

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.

About the Modules

  • Each module contains a PDF of the slide deck, which you can download and print.
  • Each module contains a video. Click the play arrow to watch the full video.
  • Each module contains a knowledge check quiz.  Once you close the video, you will be able to access the quiz.  You will have unlimited attempts to pass the quiz, but you must successfully pass the quiz before you can move on to the next module.
  • Once you have completed all modules, you will then be able to access the course final exam.
  • Course final exams must be completed to receive your Intellectual Capital certificate of completion.

Course Details

Module 1: DEFINING INTELLECTUAL CAPITAL 

Upon completion of this module participants should be able to:

  • Define what destination intellectual capital is
  • Define why intellectual capital is important 
  • Define the strategic categories for maximizing success with the destination's capital
Module 2: ARTICULATING THE VALUE OF THE DESTINATION ORGANIZATION

Upon completion of this module participants should be able to:

  • List the five value pillars of the destination organization
  • Articulate the value of each pillar to the event strategist
  • Articulate the value of each pillar to the visitor / attendee
  • Articulate the value of each pillar to the community 
MODULE 3: CLASSIFYING YOUR DESTINATION’S CAPITAL

Upon completion of this module participants should be able to:

  • Identify the high-level categories of destination intellectual capital. 
  • Identify the different local sectors that have capital falling into the main categories and know how to uncover them. 
  • Identify and define components of intellectual capital that are relevant to meetings and events.
MODULE 4: ORGANIZING YOUR SALES AND SERVICES STRATEGY

Upon completion of this module participants should be able to:

  • Define the sales and service cycle.
  • Understand where the destination’s intellectual capital can fit into the sales and service cycle.
  • Understand the individual and team roles to utilize intellectual capital in the sales to service cycle.
MODULE 5: ESTABLISHING AND MAINTAINING RELATIONSHIPS

Upon completion of this module participants should be able to:

  • Understand the general concepts behind establishing an outreach strategy.  
  • Possess a deeper understanding of best practices around establishing and maintaining local relationships. 
  • Recognize reciprocal value opportunities between the Destination organization and local stakeholders. 
  • Establish communication patterns with local stakeholders. 
MODULE 6: IDENTIFYING INDICATORS AND MEASURING SUCCESS

Upon completion of this module participants should be able to:

  • Define the organizational objectives for organization, community and planner.
  • Translate objectives into measurable indicators . 
  • Create a roadmap for success with checkpoints that will monitor progress and make data driven adjustments as needed.
  • Understand the value of telling the story of success to all stakeholders. 
MODULE 7: EXTENDING THE VALUE TO THE EVENT STRATEGIST

Upon completion of this module participants should be able to:

  • Outline the necessary communications that will support the event organizer before, during, and after the event. 
  • Establish communication practices that will support ongoing relationships the exceed a one time event. 
  • Articulate the best practices associated with creating event goals and objectives, activations, and impacts. 

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Member Rate

US$495

Non-Member Rate

US$695

The Intellectual Capital Certificate program consists of seven modules that must be completed in totality to receive the Intellectual Capital Certificate of Completion. 

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For assistance or more information:

Please contact [email protected].