Marketing Course

  • 02/11/2019
  • (EST)
  • 05/09/2019
  • (EDT)
  • 3 sessions
  • 02/11/2019, 3:00 PM (EST)
  • 04/11/2019, 3:00 PM (EDT)
  • 05/09/2019, 3:00 PM (EDT)


Registration is closed

  • Instructor: Jess Schload, CCCP

  • Registration Cost: $350.00 (Scholarships are available. Apply for one here.)

  • Course dates: April 11, May 9, June 13 (3PM ET)

Marketing -mahr-ki-ting - noun -  An exceptionally important aspect of the work of a conference center staff often reflected in the measurable success of the center.

Effective conference center administration calls for a strategic focus on the task of building a "brand" and keeping the center alive in the minds of both potential and traditional persons and groups using the amenities of the center. Attention to marketing enhances the health and growth of the center. Inattention is frequently a contributor to a center's decline.

There are many ways to market and thriving centers frequently use them all.  The IACCA Marketing class is designed to enable conference center staff members to build and refine their skills. Unlike many Marketing courses, this class is built on tested, specific and successful practices in the conference center administration field. Learning areas include:

  • The important relationship of market and mission

  • Promotion:  "The marketing attitude"

  • Building a brand

  • Maintaining connection with clients

  • Training staff for a marketing presence

  • Defining the expected outcome of marketing

  • Identifying and packaging the center's "products" for presentation

  • Determining the center's base market segments 

  • Researching the market

  • Relationship of budget to expected marketing outcome

  • Effective pricing strategies    

  • Targeted Market

  • Using the calendar as a marketing expansion guide

The class is developed from more than 40 years of identifying best practices by the International Association of Conference Center Administrators. Completion of the course fully meets the requirements of one of the knowledge areas required for IACCA Certification.  Jess Schload, the lead instructor, is a conference center executive with ample experience with successful marketing.

Questions? Please contact IACCA Education Committee Administrator, Ashley Graham-Wilcox at

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