Boost Your Career with Meetings and Events (M&E)

Are you a travel professional newly involved in the Meetings & Events (M&E) spend category and unsure where to begin? Or perhaps you’re eager to expand your expertise and unlock new career opportunities? The GBTA Strategic Meeting Management course offers a comprehensive learning experience tailored for individuals new to the M&E category. This program will provide you with the foundational knowledge and strategic insights crucial for success in the dynamic M&E landscape.

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Upcoming learning opportunities

Full Course (Best Value!)

ON-DEMAND ONLINE

Register by December 14

Access 6 digital lessons starting December 15
You will have until January 31 to complete the course.

REGISTRO

6 self-paced lessons.
Each lesson runs for 60 minutes.

Your schedule, your pace.
Access the course materials 24/7.

$150 members 
$399 non-members

Hazte miembro y guardar

A digital Certificate of Completion will be available to download after finalizing the course.

Individual Lessons

ON-DEMAND ONLINE

Register by December 14

Access your selected individual lesson starting December 15
You will have until January 31 to complete the course.

REgister

1 self-paced lesson.
Each lesson duration is 60 minutes.

Your schedule, your pace.
Access the course materials 24/7.

$39 members / each
$69 non-members / each

Hazte miembro y guardar

A digital Certificate of Completion will be available to download after finalizing the lesson(s).

Resumen del curso

As corporations increasingly integrate travel, procurement, and meetings into their business strategy, the need for a structured approach to meetings management has never been greater. This foundational course provides a comprehensive introduction to Strategic Meetings Management (SMM) — a discipline focused on managing enterprise-wide meeting and event processes to achieve measurable business objectives aligned with organizational goals. 

You’ll gain the skills to support a more compliant, efficient, cost-effective, and impactful meetings and events strategy, while exploring essential best practices, key terminologies, and the strategic importance of M&E in corporate settings.

After completing the full course (6 lessons) you will receive your GBTA Professional Development Certificate. GTP holders will earn 6 GTP® Recertification credits.

Coursework Details

This lesson provides a foundational understanding of Strategic Meetings Management (SMM), including its definition, value, and connection to the travel industry. Learners will explore the essential components of a successful SMM program, the skills required to implement it, and current industry trends that influence strategy and planning. The lesson also emphasizes aligning the program with brand identity and leveraging available resources. Register >

This lesson introduces the Strategic Meetings Management (SMM) Wheel—its components and purpose—and highlights the critical role of engaging stakeholders for a successful SMM program. The Strategic Meetings Management (SMM) Wheel provides a comprehensive framework for managing enterprise-wide meeting processes, spend, volume, standards, suppliers, and data. Register >

This lesson introduces participants to the foundational phases of building a Strategic Meetings Management (SMM) program. It guides learners through discovering key stakeholders and performance insights, designing a tailored strategy, and aligning the program with broader organizational goals. Participants will explore tools such as the GBTA Business Case Framework and learn how to establish internal collaboration and ensure brand integrity throughout the process. Register >

This lesson explores how to demonstrate the value of an SMM program by analyzing spend and funding, calculating ROI, and identifying and mitigating risks. Learners will gain financial insights, learn to assess return on investment, and understand how to protect the organization through effective risk management strategies. Register >

This lesson focuses on evaluating existing organizational policies and identifying any gaps relevant to Strategic Meetings Management (SMM). It also explores how to build effective supplier strategies and leverage Preferred Supplier Programs across key categories such as hotels, technology, and travel. Register >

This lesson explores how to plan and deliver modern, forward-thinking meetings by integrating technology, prioritizing sustainability, and ensuring attendee safety. Learners will examine emerging tools, eco-conscious practices, and risk mitigation strategies that align with evolving expectations and global standards. Register >

¿Quién debería asistir?

This course is ideal for professionals in meetings, events, travel, or procurement who are responsible for—or looking to influence—organizational meeting strategies:

  • Travel Professionals transitioning into the M&E category.
  • Event Planners seeking to enhance their strategic planning capabilities.
  • Corporate Meeting Managers aiming to optimize meeting outcomes and align them with organizational goals.
  • Anyone New to M&E interested in understanding the fundamental aspects of strategic meeting management.

GBTA Academy On-Demand difference

  • Marco probado: La educación profesional creada para profesionales de viajes de negocios por profesionales de viajes de negocios, garantiza experiencias cuidadosamente diseñadas en las que usted emprenderá un viaje con un pequeño grupo de colegas y mentores de la industria que se preocupan por su progreso.
  • Herramientas y prácticas más actualizadas: Domine las herramientas, prácticas y regulaciones más nuevas en el campo de la gestión de viajes de negocios, para que pueda adoptar un enfoque innovador y competitivo en sus responsabilidades laborales.
  • Credibilidad profesional: Obtenga un certificado profesional reconocido por la industria de GBTA Academy
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Obtenga un certificado de desarrollo profesional y avance en su carrera

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RREGÍSTRATE AHORA
Learning how to build a business case and secure executive sponsorship was a game-changer. I highly recommend this course for anyone looking to drive SMM program adoption.
Past Course Participant
I walked away from the Fundamentals of Strategic Meetings Management course
with new insights, deeper knowledge, and practical strategies
that I’m ready to apply to elevate our meetings and events program.
Past Course Participant
The SMM Wheel provided a clear, structured framework that helped me begin implementing Strategic Meetings Management in my organization.
Past Course Participant

Special thanks to our collaborators:

stephanie

Stephanie McNamara
cvento

julie haddix

Julie Haddix
cvento

brenda davis

Brenda Davis
International SOS & Meetings & Events Committee

gem bassett

Gem Bassett
International SOS & Meetings & Events Committee

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cvent 300w

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