Strategic Analysis to Action (On-Demand) Course
COURSE OVERVIEW
This course provides a complete strategic toolkit for event professionals ready to move from day-to-day execution to strategic thinking. You’ll learn to:
- Cultivate a strategic mindset that balances data-driven analysis with experience-based intuition
- Transform analysis into action using the TOWS Matrix to generate concrete strategic initiatives
- Diagnose root causes of persistent challenges using systems thinking and the Iceberg Model
- Implement continuous improvement through the scientific PDCA (Plan-Do-Check-Act) cycle
- Test innovative ideas with low-risk MVPs using Lean Startup methodology
- Drive clear decision-making with RACI and DACI frameworks to eliminate ambiguity
- Map stakeholder ecosystems to understand interconnected relationships and feedback loops
- Design strategic experiments that validate assumptions before major resource commitments
By the end of this course, you’ll have the frameworks to diagnose challenges, generate evidence-based strategies, and propose innovative solutions with confidence.
COURSE FORMAT
This coursework can be completed on your own schedule. Following enrollment, students have one year to complete their online course and earn their certificate of completion. Course content is delivered via pre-recorded videos and supplemental materials.
The PCMA Institute has been approved by the Events Industry Council (EIC) as a Preferred Provider of continuing education on all professional development certificate courses, which qualifies for CMP continuing education credit. Determination of continuing education credit eligibility or Preferred Provider status does not imply EIC’s endorsement or assessment of education quality.
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Learn from an Industry Expert
Born and raised in Australia, Anthony now calls Toronto, Canada home. Proudly known as an instigator, creator and change agent, for over 20 years he has helped event stakeholders create meaningful and memorable connections with attendees. He has worked with the largest audiovisual, event tech and event production companies in the industry. Designing and executing large scale conferences, corporate and entertainment events in virtual, hybrid and live scenarios.
Anthony is a true innovator; he loves to push the bar and bravely challenges the status quo. Actively reinventing and redefining collaboration, co-creation, and experience design in the live events world. His team-based approach embraces and encourages an elevated way of thinking. Grounded by human-centric design methodologies and a zealous focus on outcome-focused idea generation. He builds on this focus in his role as Event Experience Strategy Director part of the Event Strategy Team at Encore. In this role he consults and trains industry professionals on design innovation and design frameworks like the EventCanvas Methodology.
Empowering #Eventprofs with tools and a mindset to create impactful event experiences with intention and purpose while maximising their return on investment. Anthony”s consultative and collaborative approach to customer engagement has resulted in thousands of successful events traversing four continents. He has contributed to many award-winning productions, received many accolades for his involvement with industry associations on a local, national and global level. He is recognized throughout the industry for his advocacy and in 2020 was named one of the top event professionals in Canada by BizBash magazine.
A tech nerd at heart he loves to talk about how modern human experience is intrinsically linked by technology. He passionately promotes his belief that event design teams must first understand human experience, exercise empathy, collaborate and co-create to articulate the value that live events create; it is a combination of smart, purposeful technology and strategic design that creates experiences that connect, inspire and deliver the key
messages.
SYLLABUS
The Strategic Mindset—Balancing Analysis and Intuition
Learning Objectives:
- Differentiate between data-driven analysis (retrospective) and future-focused strategy
- Articulate the symbiotic relationship between data and experience-based intuition in decision-making
- Apply techniques to consciously shift between “Closed Mode” (execution) and “Open Mode” (strategic thought) to foster innovation
From Analysis to Action with the TOWS Matrix
Learning Objectives:
- Explain the purpose of the TOWS Matrix as a strategic action framework
- Identify the four categories of strategic options generated by the TOWS Matrix (S-O, W-O, S-T, W-T)
- Apply the TOWS Matrix to convert a standard SWOT analysis into a set of actionable strategic initiatives for an event
A Systems View of the Event Ecosystem
Learning Objectives:
- Explain the components of the Iceberg Model (Events, Patterns, Structures, Mental Models)
- Use the Iceberg Model to diagnose the root cause of a common event-related problem
- Map the key stakeholders in an event ecosystem and identify a critical feedback loop
The Engine of Improvement—The PDCA Cycle
Learning Objectives:
- Define the philosophy of Kaizen (continuous improvement)
- Outline the four steps of the PDCA (Plan-Do-Check-Act) cycle
- Apply the PDCA cycle to a specific event process in need of improvement
The Strategist's Toolkit—Innovation and Decision Frameworks
Learning Objectives:
- Explain the “Build-Measure-Learn” feedback loop of the Lean Startup methodology
- Define a Minimum Viable Product (MVP) in an event context to test a new idea
- Apply the DACI framework to clarify roles in a complex, strategic decision
The PCMA Institute stands behind all of its content. If you feel you didn't learn what you expected to in this course, just let us know within 30 days of your last lesson and we'll give you a full refund. Click here to view our refund policy and full terms & conditions.
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