Smart Event Academy

Smart Event Foundations

Digital event strategy and event tech project management fundamentals

The Smart Event Foundations (SEF) program is a six-week hands-on training course and certification program to give you the leg up on understanding digital event strategy and event tech – even if you’re not technical. No confusing terminology, no complex systems.

Using our mock event — CoffeePalooza — we walk you  through an event technology implementation from marketing site to post-mortem. Digital event strategy and event tech basics are baked into every step in the process.

Accelerate your event career!

Sound like you? Then Join US!

Charter member pricing: $1,795

Full price: $3,495

Course Dates: January 15, 2024 - February 25, 2024

As a charter member and you’ll also get:

Become an event tech project manager

Transitioning to a new industry can be a challenge — new terminology, rhythms, and best practices to learn. The events industry is fast-paced and most people learn by doing. This course lets you “learn by doing” in a safe, supportive environment where you can ask all of your questions and have plenty of time to learn at your own pace.


With a projected three-fold increase in demand over the the next five years and significant job flexibility, there is no better time to become an event professional.

Learn while doing with a mock-event style program and real event tech

Go at your own pace with online learning combined with live Q&A and community to ask ALL of your questions

Meet a community of peers and mentors to help make you transition into event tech project management a successful one

The goal of the Foundations course is to give you all of the tools, skills, and information you need to need to confidently run an event tech project. You’ll get the documents and template we use to manage event tech projects, as well as the answers to the questions we wish we’d have known to ask at the beginning of our event tech management journey.


Learning is reinforced by regular quizzes and homework — you’ll be building your own event with an easy-to-use event tech platform  and with a passing grade of 80% or higher you’ll earn a Smart Event Foundations (SEF) certificate.

Course delivery structure

The course uses a mock event format and real event tech for experiential learning — taking you through a complete event cycle from event brief to event execution. 
We combine self-paced online training with weekly live Q&A calls and a follow-on 90 day mentoring program to help with the transition from classroom to workplace. All of this is wrapped in an online community available to you 24×7 for the life of the Academy to ask any and all of your event tech questions.
Participants who complete all of the quizzes and homework with an average passing grade of 80% or higher will earn a Smart Event Foundations (SEF) certificate.

Cohort-based program

learn with and from a community of peers

Hands-on learning environment

set up your own event with real event tech

Complete event lifecycle

manage an event from event brief through to post-event reporting

Cohort-based program
learn with and from a community of peers
Hands-on learning environment
set up your own event with real event tech
Complete event lifecycle
manage an event from event brief through to post-event reporting
Project management skills
master the project management triple constraint
Effective communication
discover the keys to good discovery and client communication and management
Supportive mentoring
feel supported by our 90-day mentoring program
Event life
learn what means to be an event tech professional and how to thrive while doing it
The course encompasses roughly 30 hours of online instruction, plus live calls and homework. Quizzes throughout the program ensure comprehension, and a certificate of completion for those who complete the course and pass all of the quizzes (80% or higher).


Using a mock event format, we’ll deliver the imaginary hybrid event, CoffeePalooza, taking it from event brief through to event delivery. We’ll go step-by-step through the planning process and build out our event from the ground up so you can see first-hand how all of the pieces — in-person, virtual, and hybrid — fit together.

Introduction and event management basics
  • Introduction to the attendee journey and deciphering the event brief
  • Project management principles, plus facilitating effective event requirements discovery
  • Introduction to mobile app considerations
  • Introduction to the event tech platform
  • Integrating the event marketing platform and recording event metrics
Event registration and communications
  • Testing best practices for smooth deployments
  • Learn the event registration do’s and don’ts that can make or break the event
  • Understanding access control and badging
  • Types and timings of the most common event communications
  • Understanding PII, GDPR, and how to keep event data secure
Content tools and tool deployment
  • Introduction to content management strategies and tools
  • Learn about speaker management tools and prep resources
  • How to schedule and manage tool deployments
  • Discover best practices for creating documentation that will support you event over event
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
Attendee networking and event exhibitors
  • Introduction to features and gotchas in attendee networking tools
  • Introduction to exhibitor and sponsor management and tools
  • Understanding exhibitor ROI and lead retrieval
  • Exploring communication and collaboration tools and best practices to manage your team and client
Delivery and event prep, travel, and metrics
  • Understanding tracking session admission and attendance
  • Evaluating event success through session and event surveys and evaluations
  • Discovering pre-event best practices to ensure a smooth virtual, in-person, or hybrid event
  • Exploring various travel and expense policies and procedures
Event delivery, reporting, and wrap-up
  • Monitoring event delivery and effective techniques for triaging the unexpected
  • Connecting the dots for meaningful event reporting
  • Delivering an effective post-mortem aimed at continuous improvement
  • Positioning yourself as an event tech project management professional
90-day mentoring program (included)
The follow-on 90 day mentoring program provides you the support you need to successfully take what you learned in the course and apply it to your first event. You’ll have weekly mentoring calls and a 24×7 online community to ask questions, get answers, and run what-if scenarios.

Charter member pricing: $1,795

Full price: $3,495

Course Dates: January 15, 2024 - February 25, 2024

As a charter member and you’ll also get:

Your head instructor

With three decades of IT consulting and project management experience and more than a decade leading event tech at some of the world’s largest companies, Jen brings a deep understanding of technology, project management, client management, and events to the Smart Event Academy.

Event clients include Microsoft, GitHub, CES, Oracle, and Splunk.

What Colleagues are Saying

Respected throughout the industry, here’s what colleagues have to say.


In this case, event tech means the online components — from the marketing site to registration to the content system to the schedule builder to the digital venue — that’s required to deliver an event.

A/V (audio visual) and production are not a part of this program beyond integration tips and tricks.

If you are curious to learn more about how the in person components of an event intersect with registration, session and speaker management, the expo and more, then this program will be valuable to your event management career.
Yes, this program will. The concepts remain the same, independent of the tech. While the event tech is an integral part of this program, this is not a technical event tech training program. The concepts taught in this program will translate to any event tech stack.
The Smart Event Academy Foundations course is designed as an intensive to help professionals quickly get up to speed. You can expect to spend roughly 3-5 hours per week on course material, including homework.

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Six weeks from event newbie to event pro

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