Leading Meeting Professionals

Professional Convention Management Association

Join an elite group of sales professionals

Every sales person wants an inside track to quality relationships and leads. Build long-term relationships with key association executives and spend less time running through your pipeline. Become every association’s go-to resource.

What is CASE?

The Certified Association Sales Executive 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.

Your certificate is awarded upon successful completion of 10 building block modules.


  • Arms you with tools to unlock the doors to key decision makers
  • Enhances your ability to sell meeting products and services
  • Assists you with understanding issues and obstacles involved in the interaction
  • Educates you on how to identify trends in the association marketplace
  • Amplifies your ability to develop long-term relationships and build brand loyalty for you and your organization

 How does it work?

  • Open enrollment allows you to begin the course at any time
  • The ten module course is self-paced and allows you to complete the work, on your schedule, and access the materials for up to 12 months from the date of registration
  • 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 7.0 CEUs

What’s included in the cost? Includes online course, exam and review, and two supplementary textbooks: Professional Meeting Management®, Fifth Edition, and Principles of Association Management, Fourth Edition.  


Learn more by reading the CASE FAQs. You can also contact membership@pcma.org or call 312.423.7262 (toll free 877.827.7262).  


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.

System Requirements: The CASE Online Course™ can be accessed utilizing a PC, Mac or Tablet. For IE and Firefox all content and videos will display with your current settings. If you are utilizing Safari you will need to download the application Flip4Mac which will allow the embedded Windows Media videos (.wmv) to be viewed in your QuickTime Player.

Haga clic aquí para comprar este curso en español. 

Terms & Conditions

Module 1 - The Business of Associations: Structure and Governance
Module 2 - The Business of Associations: Departments and Functions
Module 3 - Assessing the Marketplace: Strategy and Innovation
Module 4 - Education and Meetings: Elements for Effective Programs
Module Objectives 
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.
Module 5 - Social Trends: The Changing Dynamics of Meetings and Events
Module 6 - Strategic Meetings Management: Aligning with Organizational Objectives
Module 7 - Sponsorship and Strategic Partnerships: Strategies for Success
Module 8 - Understanding the Needs of Your Clients: Moving Beyond Transactions
Module 9 - Building Long-Term Business Relationships: Collaboration and Creating Value
Module 10 - Building Long-Term Business Relationships: Part Two
Module Objectives
This module is designed to enable the learner to:
  • Identify how research builds account knowledge and improves your competitive standing.
  • 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.
  • Demonstrate how presentations can affect customer relationships, build trust and win sales
Individual module purchase: Selected
Professional Convention Management Association
Total CEUs: 7.00
PCMA Member Price:$695.00
Non-Member Price:$795.00