This year's Senior Executive Symposium will be offered in a virtual format and focus on the topic of marketing.

We have removed the qualification requirements and are allowing any professional in a venue, or a related industry, to attend the event. Given the nature of the content being presented by Cornell University, the world’s premier hospitality management school, IAVM feels strongly that our entire industry could benefit from the research and conclusions being shared by Professor Rob Kwortnik.

Professor Kwortniks’ research focuses on consumer behavior in service contexts, with special attention to service experience management. He has published in the Journal of Marketing Research, Journal of Service Research, The International Journal of Research in Marketing, The Journal of Travel Research, Tourism Management, and the Cornell Hospitality Quarterly. He has been honored nine times as a Teacher of the Year by students at the Cornell School of Hotel Administration.

 

PROGRAM BRIEF: Venue Marketing In A Post-COVID World

Few travel and hospitality verticals—except perhaps for the leisure cruise industry—have faced greater challenges due to COVID-19 than the venues used for business, social, and entertainment gatherings. But to quote Winston Churchill, “Never let a good crisis go to waste.” If there’s a silver lining in the extended pause required of venues, it’s been the opportunity to innovate across business functions, especially operations and marketing.

This virtual custom program from Cornell University will engage venue professionals in three interrelated topics:

1) COVID-19 Effects On Consumer Behavior
2) Brand Management In A Post-COVID World
3) The increasing Importance Of Digital Marketing

Participants will explore the latest research on how consumer behavior has changed, possibly for good, due to COVID-19 and what this means for communicating with consumers and creating venue experiences with them. With a new understanding of the market, the program will focus on the strategic importance of a clear brand promise and identity for venues and how this should be articulated across consumer touchpoints, from the venue website to venue design and operations—especially with new consumer-facing technologies. Finally, participants will examine how marketing has and will continue to change across digital media and platforms, most notably in terms of search marketing, content marketing, and social media marketing.

Ultimately, participants in this Cornell-IAVM program will share insights and gain new ideas for rebuilding their venue business as the travel and hospitality market reawakens and emerges from the COVID-19 pandemic.

Registration is $199 per person and due to the interactive nature of this program, spaces are limited.


FAQ’s

I have already attended a year (or two) of the SES program. Will this session qualify as an additional year?

Yes. The IAVM Board of Governors, with the IAVM CEO’s support, have determined that this virtual session will count as a year completed within the three-year rotation of the IAVM SES program. It will not count towards Cornell’s certificate of completion for those who are seeking the certification.

I have one year left to complete my SES program. Will this qualify for my final year and allow me to graduate from the program?

Yes. There will never be a better time to participate! Students in their third year of the program will graduate with their participation in this session.

I’ve never attended any previous SES sessions, nor do I qualify as a ‘Senior Executive’. Can I still participate?

Yes! Participation in this session is an exceptional opportunity to experience the quality of the SES program.

We have removed the qualification requirements and are allowing any professional in a venue, or a related industry, to attend the event. Given the nature of the content being presented by Cornell University, the world’s premier hospitality management school, IAVM feels strongly that our entire industry could benefit from the research and conclusions being shared.

Will there be a networking component to the event?

Absolutely! IAVM’s Board of Governor’s has designed multiple networking opportunities that will build your network and allow you to further process the data and research being shared by Cornell.

I have additional questions. Who may I contact?

If you any questions about attending SES-Virtual, please reach out to meetings@iavm.org

Thank you to our global partners.