Program director teaches new course for event professionals

Janet Sperstad, Madison College Event Management program director
Janet Sperstad, Event Management program director

Susan Pohorski, PR/Marketing Writer


MADISON, Wis. – What is the difference between a successful event or exhibition and an unsuccessful one? Engaging attendees’ brainpower, according to Madison Area Technical College Event Management program director Janet Sperstad, CMP.

Sperstad shares her extensive knowledge and experience in “Neuroscience of Exhibitions and Events,” a day-long workshop for the International Association of Exhibitions and Events. The workshop will be offered May 13, in Baltimore, Md., and Aug. 25, in Austin, Texas. It is a new module of the CEM Learning Program.

“Exhibition and event professionals move hearts and minds through experiences they create,” said Sperstad. “By knowing how the brain works, they can maximize attendees’ brainpower and supercharge results.”

Sperstad will examine why our brains are wired to socially connect and ways to leverage that in events and exhibitions. Attendees will learn to create brain friendly environments that drive results. The course also analyzes event industry best practices and CEM standards through a neuroscience lens. 

Digital badge students will earn for Neuroscience of Exhibitions and Events course.
Digital badge students will earn for Neuroscience of Exhibitions and Events course.

Professionals who complete the course will receive a digital credential issued by Madison College, Digital Credentials Institute.

As an industry leader with over 25 years of experience, Sperstad has dedicated her career to defining the competencies and career pathways in her field. She teaches meeting planning as a design discipline – separate and distinct from hospitality – requiring skills in the social sciences, executive leadership and the cognitive sciences.

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Madison College serves more than 33,000 students throughout a 12-county district in south-central Wisconsin, offering nearly 180 diverse career programs, diplomas and certificates. Its mission is to provide open access to quality higher education that fosters lifelong learning and success in the communities it serves. Madison College is the second-largest institution in the Wisconsin Technical College System.