The Enterprise Engagement preparatory Curriculum on and Certification program has the following objectives:
- Make it easier for organizations to more rapidly launch effective Engagement programs and select vendors qualified to address their needs.
- Provide practitioners and solution providers with a formal research-based framework for the design and implementation of Engagement programs, much as is available in other marketing fields, such as Advertising and Customer Relationship Management.
- Underline the inter-relationships between external and internal marketing and the various Engagement tactics, i.e., communications, training, collaboration, rewards, etc., that frequently are separated by silos in many organizations.
- Establish a consensus around Engagement nomenclature, implementation processes, and tactics based on the latest research and best practices to facilitate development of more effective Engagement campaigns within mid-size to large organizations with multiple departments and solution providers.
- Provide solution providers with a cost-effective way to make sure that all relevant people in their organization have an understanding of how their particular products and services fit into the emerging world of Enterprise Engagement.
The EEA faculty consists of leading corporate practitioners, academics, and engagement solution providers. Please click here for complete list.
About the Certification Exam
The CEP exam is designed to assess your understanding of the definition, economics, audiences, tactics, and measurement elements of an enterprise approach to Engagement. It is not intended to replace other certifications in recognition, human resources, loyalty, training, etc., but rather supplement them by putting each engagement tactic into the context of the overall objective.
To achieve the Certified Engagement Practitioner designation, you must be an EEA member in good standing; you must complete all six modules of the CEP course and pass each of the associated quizzes. The pass mark is 75%.
The course modules are located on the Certification Modules tab.
Once you have passed all six modules, you will have earned your Certified Engagement Practitioner designation and can download your certificate of designation directly from your EEA learner profile.
You may also pursue your Advanced Engagement Professional (AEP) designation either simultaneous to your CEP or afterward. To earn your AEP, you must pass all six CEP modules and satisfactorily complete the short essay assignments associated with each module.
- Read the book: Enterprise Engagement: The Roadmap which is included in your EEA membership. Purchase extra copies in print or Kindle here.
- Use the free resources associated with each module under the Certification Modules tab.
- Complete each of the six core modules in the CEP course. Do each quiz. If you do not achieve a pass mark of 75% or more on you first attempt, review the module again and re-do the quiz.
Professional Education Credits (PECs)
CEP and AEP holders maintain their designations by completing a minimum of level of continuing education each three-year period amounting to at least 120 PECs.
CEPs and AEPs earn PECs By attending live and web-based events, and by completing on-demand courses. PECs are awarded in the following manner:
- Annual EEA “Engagement University” Conference: 20 PECs
- Regional Seminars: 15 PECs
- Webinar (approx. one hour): 3 PECs
- On-Demand Course Module (approx. one hour): 5 PECs (on successful completion of course module)
- Custom Training: 20 PECss per day
- Earn the AEP: 20 PECs
- Earn the MEP: 20 PECs
SHRM Certified Professionals (SHRM-CP) earn 15 SHRM PDCs when they earn their CEP designation, 10 more when they earn their AEP and an additional PDC for each EEA PEC they earn.
About the Certification
The certifications are designed to help organizations find Engagement practitioners and solution providers who have a demonstrated various levels of understanding of the Engagement framework, economics, implementation process, and tactics, and who have actual experience with design and implementation.
About the Curriculum
The Enterprise Engagement Academy Curriculum and Certification program provides the opportunity for anyone in businesses or not-for-profit organizations to master the emerging field of Enterprise Engagement and how to put its principles and framework into practice within their organizations or for their clients. Based on a formal process under development for three years, with input from experts in all areas of engagement and after multiple test presentations at business education events organized by leading training firm Marcus Evans, the Enterprise Engagement Academy provides organizations with a formal framework for implementation within their specific business units or throughout an entire organization.
Enterprise Engagement principles and tactics can be used to engage people across an organization or to focus on specific audiences to increase sales, loyalty, wellness, productivity, quality and more. Enterprise Engagement is based on the premise that organizations with proactively involved customers, distribution partners, employees, vendors and communities will outperform competitors with less-engaged constituencies. This premise has been substantiated through extensive research (See the EEA’s “The Economics of Engagement”). What has remained elusive is a formal process for implementation – until now.
The lack of a uniform process for implementing Enterprise Engagement has caused companies whose leadership embraces engagement to develop their own methodologies “on the fly.” Based on extensive research and presentations by numerous companies at multiple events, it is clear that Enterprise Engagement involves a formal framework encompassing leadership, assessment, communication, learning, rewards & recognition, collaboration and measurement, and that engagement efforts cannot be faked or offered as just another “program du jour.”
The Enterprise Engagement Academy Curriculum and Certification program equips management at all levels with the knowledge they need to effectively engage their audiences to achieve specific organizational goals both in the short term and over time, within units of an organization or the entire organization. It includes a formal process for developing, implementing and measuring an engagement campaign.
The Enterprise Engagement Academy Curriculum and Certification program comprises the following areas, based on extensive research on what factors link motivation with results. These include:
The Economics of Engagement
How is it measured?
What are the different constituencies of an organization and their inter-relationships?
- Leadership – a meaningful mission and attainable goals and objectives.
- Alignment – embracing the necessity of aligning the mission and objectives across the entire organization, breaking down silos between sales, marketing, human resources, operations, etc.
- Assessment – a continual means of monitoring engagement opportunities, challenges and performance.
- Communication – the appropriate means of sharing critical information with key audiences, which can include every form of print, web, social networking, meeting, event, video, or medium imaginable.
- Learning and gamification – the appropriate way to make sure the audience, no matter whether it is external or internal, has the capability to do what is being asked and is actively involved in the process.
- Collaboration and innovation – a strategy to continually encourage information-sharing and suggestions.
- Rewards & Recognition – the creation of an environment in which people feel supported and appreciated for their efforts.
- Measurement – a means to measure the economic benefits of performance to the organization.
- Recruitment and Talent Management – effective selection and nurturing of talent at all levels.
In addition to understanding all of the issues and tactics involved with engagement, the practitioner has to understand how to effectively integrate them to achieve specific goals with a favorable return on investment (ROI). This includes mastering such tools as the Nominal Group Technique to help develop program strategy.
Depending on the mission, goals and objectives (and the audiences involved), organizations combine an understanding of these issues to develop effective engagement strategies, just as they use a formal framework for advertising, manufacturing, accounting and other fields.
Those seeking certification and/or advanced training on engagement have four options:
- Free Online Webinars.
- Four-Hour Regional Seminars.
- Engagement University – April 28-30, 2014, Nashville, TN.
- Custom Training Options