CASE Online Course

Become an association sales secret weapon

Every salesperson wants an inside track to quality relationships and leads. Discover how PCMA’s CASE Online Course can help you build long-term relationships with key association executives. And, spend less time running through your pipeline.

What is CASE?

The Certified Association Sales Executive 10 module online course is an interactive, self-paced, certificate course that fills your knowledge gaps, builds your business acumen and teaches you how to become an association mastermind. Discover how to anticipate the needs of your clients and be perceived as a partner, not just a vendor.

  • Improve Sales Skills

    Enhance your ability to sell meeting products and services to key decision makers

  • Practice The Process

    Familiarize yourself with issues and obstacles involved in the interaction

  • Stay Current

    Learn how to identify trends in the association marketplace.

  • Build Brand Loyalty

    Amplify your ability to develop long-term relationships for you and your organization.

Member Price

$ 695

annual license

  • Includes online course exam and review
  • Professional Meeting Management® 6th Edition relevant chapters
  • Principles of Association Management 4th Edition textbook
  • 35 CEs
BUY NOW

Non-Member Price

$ 795

annual license

  • Includes online course exam and review
  • Professional Meeting Management® 6th Edition relevant chapters
  • The Principles of Association Management 4th Edition textbook
  • 35 CEs
BUY NOW

Haga clic aquí para comprar este curso en español.

What’s Included?

  • Each of the first 9 modules features a self-assessment quiz to test your knowledge and ensure you have retained the course material
  • Modules 2-10 lead you through the steps to build an effective Account Plan for a client of your choosing; through research exercises and a SWOT Analysis you’ll identify opportunities on how you can best partner with your customers in the future
  • The course culminates with you presenting your strategic solutions to your target client and then guides you through a goal setting exercise you can apply to your future endeavors
  • After completing all ten modules, you’ll earn a CASE® certificate and 35 Clock hours

Course Details

This module is designed to enable the learner to:

  • Explore the history and origins of associations and learn the differences between trade associations, professional associations, affinity groups and federations.
  • Identify how associations determine their governance structures in order to meet the needs of their members.
  • Gain knowledge about staff roles within associations and how staff interacts with volunteer members.

This module is designed to enable the learner to:

  • Differentiate between associations and businesses.
    • You will grasp the differences between associations and businesses, by exploring the relationships between associations and their members.
  • Simplify association organization charts.
    • You will identify the basic functional areas in associations and the role of staff, volunteers, and boards.
  • Examine the association decision processes.
    • You will comprehend the “who’s”, “how’s”, and “why’s” of association decision-making and the expectations that associations decision-makers have in working with vendors.

This module is designed to enable the learner to:

  • Review the tools employed by associations to access the marketplace.
  • Recognize the importance of marketing to an association’s success.
  • Identify the critical steps in the strategic planning process.
  • Examine how associations build viable strategies that lead to business innovation.
This module is designed to enable the learner to:
  • Trace the history of events. Discover how communication and commerce functions are served by events and how they have evolved over time.
  • Examine the adult learner. Explore the process by which adults receive, internalize, retain and apply information for long-term benefits and the importance of understanding different learning styles in setting up a user-friendly learning environment.
  • Gauge how events create value. Identify the relationship between events and the value they provide to associations and their members.
This module is designed to enable the learner to:
  • Examine the impact of social issues on an association’s business model.
  • Explore the dynamics that are challenging our traditional beliefs about how associations plan, deliver and operate effective meetings and identify how technology, social and environmental tactics can be incorporated to strengthen an association’s reach and its revenues.
  • The role of the Meeting Professional is ever changing. As roles have expanded, new tools have been created to help improve the success of the meetings department and those of the Meeting Professional as well.
  • In this Module you will examine and review some of the tools and skills needed to fulfill the objectives and responsibilities of this position such as; effectively managing budgets, Strategic Meetings Management Programs, negotiation and developing supplier contracts.
  • This module is designed to enable the learner to evaluate the types of assets that associations may have and how those assets could be used to create mutual value to the association and its supplier partners.
  • Recognize when and why it may not be appropriate for an association to exploit an asset.
  • Finally, this module defines the activities, tools, and processes used by associations to create an effective marketing plan for meetings and events, and how each piece of the overall marketing strategy is integrated to achieve a successful outcome.
  • This module is designed to enable the learner to evaluate skills in the listening process and examine the differences between transactional and consultative selling.
  • This module also covers topics in business ethics and ways a professional or organization can come under scrutiny for personal or professional ethics.
  • Maintaining and building long term-business relationships is a goal that is easily stated but often hard to attain.
  • This course material has been designed to demonstrate how building in-depth knowledge about your customers can improve your competitive position and build long-term business relationships.
  • But, in order to do so, you have to collaborate with your client and add value to your business relationships to be able to set you and your company apart from your competitors.
  • This module is designed inform learners how research builds account knowledge and improves your competitive standing.
  • This module also focuses on how to formulate a comprehensive sales strategy that will provide long term value for your client while building a foundation for a strategic relationship between you and your client.
  • Finally this module, demonstrates how presentations can affect customer relationships, build trust and win sales.

Additional Information

Questions? Learn more by reading the CASE FAQs.

Disclaimer: The CASE program is a certificate program owned and managed by PCMA.  It has been established to develop skills related to association sales and relationship building.  It is an honorary designation and may not be used to imply that you or your organization is certified or accredited.

Need more time? Please contact education@pcma.org to request an extension.

Want more information?

Rebecca SchingelCASE Online Course