Advanced Professional Certificate in Marketing and Sales for Corporate Events

Submodule 1.1. Types of corporate events

Distinguishes conventions, sales meetings, launches, incentives and internal events.

Submodule 1.2. The MICE industry and its players

Identifies the agencies, DMCs, PCOs, venues and suppliers in the corporate ecosystem.

Submodule 1.3. The corporate client and its organization

Explains the role of marketing, human resources, procurement and senior management in decision-making.

Submodule 1.4. Business objectives of company events

Links events to sales, motivation, training, brand and client relationships.

Submodule 1.5. Trends in corporate events

Analyzes hybrid formats, meaningful experiences, wellbeing and sustainability.

Submodule 1.6. Industry market research

Uses industry reports to size demand and opportunities.

Submodule 1.7. Competitor analysis

Compares the value propositions, prices and positioning of competing agencies.

Submodule 1.8. Event agency business models

Reviews fee, commission, cost-plus and retainer models.

Submodule 1.9. Corporate travel and meetings policies

Covers how companies regulate meetings, travel and event expenses.

Submodule 1.10. Compliance at corporate events

Applies anti-corruption and hospitality rules to client events.

Submodule 2.1. Fundamentals of B2B marketing

Distinguishes business-to-business marketing from consumer marketing.

Submodule 2.2. Account and industry segmentation

Prioritizes industries, company sizes and accounts with the greatest potential.

Submodule 2.3. The corporate buyer persona

Defines the profiles of decision-makers, influencers and users of the event service.

Submodule 2.4. The agency's value proposition

Formulates a distinctive proposition based on results for the client.

Submodule 2.5. B2B content marketing

Creates case studies, guides and webinars that build trust and demand.

Submodule 2.6. Account-based marketing

Designs personalized campaigns aimed at selected key accounts.

Submodule 2.7. LinkedIn as an acquisition channel

Uses LinkedIn profiles, content and advertising to generate opportunities.

Submodule 2.8. Agency brand and reputation

Builds a recognizable brand through awards, press coverage and a portfolio.

Submodule 2.9. Trade shows and in-house events as sales tools

Uses industry trade shows and the agency's own events to win clients.

Submodule 2.10. The agency's marketing plan

Prepares an annual plan with objectives, actions, budget and metrics.

Submodule 3.1. The B2B sales funnel

Structures the lead, opportunity, proposal, negotiation and closing stages.

Submodule 3.2. Lead generation and qualification

Applies BANT and MEDDIC criteria to qualify sales opportunities.

Submodule 3.3. Cold prospecting and social selling

Combines calls, emails and professional networks to open conversations.

Submodule 3.4. Multichannel outreach sequences

Designs follow-up cadences using email, phone and LinkedIn.

Submodule 3.5. Databases and contact enrichment

Builds databases in compliance with data protection regulations such as the GDPR and electronic communications rules.

Submodule 3.6. B2B marketing automation

Automates lead nurturing and engagement-based scoring.

Submodule 3.7. Aligning marketing and sales

Establishes service level agreements and shared lead definitions.

Submodule 3.8. Referrals and commercial partnerships

Generates opportunities through partners, suppliers and satisfied clients.

Submodule 3.9. Private tenders and RFPs

Identifies and responds to requests for proposal from large companies.

Submodule 3.10. Public event tenders

Covers public procurement platforms and solvency requirements.

Submodule 4.1. Consultative and solution selling

Applies an approach centered on the client's problems and objectives.

Submodule 4.2. SPIN Selling methodology

Uses situation, problem, implication and need-payoff questions to uncover value.

Submodule 4.3. Discovery meeting and briefing

Leads initial meetings to obtain a complete event brief.

Submodule 4.4. Active listening and diagnosis

Identifies the corporate client's explicit and implicit needs.

Submodule 4.5. Effective sales presentations

Structures persuasive presentations focused on client benefits.

Submodule 4.6. Handling objections

Responds to objections about price, timing, trust and competition.

Submodule 4.7. Closing techniques

Applies ethical closing techniques suited to long sales cycles.

Submodule 4.8. Selling to buying committees

Manages processes involving multiple decision-makers with different interests.

Submodule 4.9. Negotiating with procurement departments

Defends value and margins in procurement processes.

Submodule 4.10. Sales ethics and transparency

Maintains honest sales practices and lasting relationships of trust.

Submodule 5.1. Analyzing the client brief

Breaks down the event's objectives, audience, constraints and success criteria.

Submodule 5.2. Creative concept for the pitch

Develops creative ideas aligned with the client's business objectives.

Submodule 5.3. Structure of a winning proposal

Writes clear proposals covering concept, logistics, budget and schedule.

Submodule 5.4. Budgeting corporate events

Calculates direct and indirect costs, contingencies and the agency margin.

Submodule 5.5. Cost breakdowns and margin control

Analyzes the profitability of each line item and of the whole project.

Submodule 5.6. Presenting the pitch to the client

Defends the proposal with storytelling, visual aids and question handling.

Submodule 5.7. Paid pitches and ownership of ideas

Covers best practices for pitches and protecting creative proposals.

Submodule 5.8. Following up and negotiating the proposal

Manages adjustments, counteroffers and closing the opportunity.

Submodule 5.9. Analyzing pitches won and lost

Draws lessons from each pitch to improve the win rate.

Submodule 5.10. Proposal templates and library

Creates reusable resources that speed up proposal preparation.

Submodule 6.1. Key account management

Manages key accounts with account plans and growth objectives.

Submodule 6.2. Strategic account plan

Prepares plans with a contact map, opportunities and actions for each account.

Submodule 6.3. Client experience in agencies

Designs the client experience from the brief to the final report.

Submodule 6.4. Managing expectations and scope

Controls changes in scope and communicates their impact on cost and timing.

Submodule 6.5. Follow-up meetings and QBRs

Organizes periodic results reviews with key clients.

Submodule 6.6. Cross-selling and upselling

Identifies opportunities for new services with existing clients.

Submodule 6.7. Handling client complaints

Resolves issues and turns problems into loyalty opportunities.

Submodule 6.8. Measuring satisfaction and NPS

Measures satisfaction and likelihood to recommend to anticipate the risk of losing clients.

Submodule 6.9. Framework agreements and multi-year contracts

Negotiates long-term agreements on preferential terms.

Submodule 6.10. Retention and churn prevention

Detects warning signs of churn and applies retention plans.

Submodule 7.1. Communication strategy for the corporate event

Defines the messages, audiences and channels for the client's event.

Submodule 7.2. Attracting attendees to B2B events

Designs invitation and registration campaigns for clients and partners.

Submodule 7.3. Internal communication for company events

Plans communication with employees before, during and after the event.

Submodule 7.4. Product launch events

Designs launches with commercial, media and digital impact.

Submodule 7.5. Incentive and motivation trips

Designs incentive programs linked to the client's sales objectives.

Submodule 7.6. Client events and hospitality

Organizes relationship-building experiences for key and prospective clients.

Submodule 7.7. Lead generation at trade shows and events

Captures and qualifies contacts at stands and at the client's own events.

Submodule 7.8. Post-event sales follow-up

Turns attendees into opportunities through structured follow-up.

Submodule 7.9. Content and digital amplification

Repurposes event content to extend its commercial reach.

Submodule 7.10. Hybrid events for global audiences

Brings together in-person and remote audiences at corporate events.

Submodule 8.1. Implementing a sales CRM

Configures a CRM with a pipeline, stages and properties tailored to events.

Submodule 8.2. Pipeline management and sales forecasting

Analyzes the funnel and prepares reliable revenue forecasts.

Submodule 8.3. Key sales metrics

Measures conversion rate, sales cycle, average deal size and customer value.

Submodule 8.4. Sales dashboards

Builds dashboards for daily and monthly team tracking.

Submodule 8.5. Sales and productivity tools

Uses prospecting, e-signature and scheduling tools.

Submodule 8.6. Artificial intelligence in sales

Applies AI to drafting proposals, prioritizing leads and analyzing calls.

Submodule 8.7. Data protection in sales activities

Complies with data protection regulations such as the GDPR in prospecting, databases and communications.

Submodule 8.8. Measuring the ROI of corporate events

Calculates return on investment and return on objectives for the client's events.

Submodule 8.9. Industry measurement methodologies

Applies recognized industry models for measuring ROI and ROO.

Submodule 8.10. Results reports for clients

Presents results with data and business-oriented conclusions.

Submodule 9.1. Organizing the sales department

Defines the structure, roles and territories of the sales team.

Submodule 9.2. Recruiting and training salespeople

Designs profiles, recruitment processes and training plans.

Submodule 9.3. Sales targets and quotas

Sets achievable quotas aligned with the company's strategy.

Submodule 9.4. Variable pay systems

Designs commissions and incentives that motivate without hurting margins.

Submodule 9.5. Sales coaching and leadership

Supports the team with coaching sessions and opportunity reviews.

Submodule 9.6. Effective sales meetings

Organizes pipeline, forecasting and team learning meetings.

Submodule 9.7. Pricing and discount policy

Establishes approval levels and limits on sales discounts.

Submodule 9.8. Sustainability as a selling point

Integrates ESG criteria and ISO 20121 into the sales proposal.

Submodule 9.9. Change management and sales transformation

Leads the adoption of new sales processes and tools.

Submodule 9.10. Team wellbeing and sustainable performance

Prevents burnout and maintains motivation in sales teams.

Submodule 10.1. Strategic sales plan

Defines markets, services, objectives and resources over three years.

Submodule 10.2. Expanding into new markets and industries

Assesses domestic and international growth opportunities.

Submodule 10.3. Diversifying agency services

Analyzes new business lines such as virtual events and consulting.

Submodule 10.4. Strategic partnerships and agency networks

Develops partnerships with agencies, DMCs and suppliers to expand capabilities.

Submodule 10.5. Managing commercial risks

Identifies client dependency, non-payment and seasonality and prepares mitigation plans.

Submodule 10.6. Finance for sales directors

Interprets the agency's income statement, margins and cash flow.

Submodule 10.7. Presenting the plan to senior management

Communicates the sales plan with financial and strategic arguments.

Submodule 10.8. Success stories of corporate agencies

Analyzes the growth strategies of leading agencies in the industry.

Submodule 10.9. Preparing the final master's project

Defines the case, methodology and deliverables of the final project.

Submodule 10.10. Defending the project before the assessment panel

Prepares the oral presentation and defense of the plan developed.

Preparation of a comprehensive marketing and sales plan for a corporate events agency, with segmentation, an acquisition strategy, a proposal for a real or simulated client, a budget, a sales forecast, risks and KPIs, defended before an assessment panel.