Marketing Fundamentals

Summit Executive Centre
205 North Michigan Avenue, 10th Floor, Chicago, IL 60601-5922
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

Marketing Fundamentals - June 5-6, Chicago

Listen to a sneak peek Marketing Fundamentals Podcast by instructor Greg Marshall, Professor of Marketing and Strategy at Rollins College

Download Marketing Fundamentals Brochure>>

In today’s rapidly changing marketplace, professional development and skill-building are more critical than ever in order to keep you fresh and focused. For marketing professionals engaged in their work, or for non-marketers in the midst of a career transition into marketing, AMA’s Marketing Fundamentals is a perfect place to discover or revisit current best practices in marketing. To build and enhance your marketing knowledge, the AMA offers this highly interactive program facilitated by an AMA instructor with extensive marketing experience.

Classroom approach: Active! With discussion and Q&A, table top exercises, application breakouts.  This is not a “lecture” situation.

Learning Objectives

  • To provide a convenient and focused forum for marketers to discuss and apply the craft of marketing
  • To emphasize best practices and current thinking through ideas, examples, and application
  • To allow for discussion and questions related to individual marketing challenges and opportunities, facilitated by an experienced expert
  • To generate takeaways that can be used “Monday morning” back on the job

What You Will Learn

Attendees at AMA’s Marketing Fundamentals will walk away with knowledge and tools that can be applied immediately, including: 

  • What marketing is, how it works, and how and why it is essential for organizational success
  • Benefits of a customer-centric culture and what it takes to foster this culture throughout the organization
  • Segmentation, target marketing, positioning, and differentiation
  • Sourcing, using, and managing information to drive marketing decisions – ABCs of big data, analytics, and metrics
  • Creating the value offering – the value proposition
  • Developing and executing the value offering – product, service, and branding
  • The basics of pricing and distributing the value offering
  • Integrating the message – new media blends with traditional media to communicate the value offering
  • The role of the sales force in successful marketing
  • A marketing plan framework that can be modified and applied for your own organization’s use

Marketing Fundamentals – Who Should Attend

Marketing Fundamentals is designed for three primary audiences: (1) professionals who are new to marketing (from new hires to internal transfers from operations, field staff, engineering, etc.); (2) those within the extended marketing family (such as communications, sales, social media, public relations, graphic design, web strategy, research, etc.) who need a better understanding of marketing; and (3) veteran marketers who want to brush up on current marketing ideas and issues.  The session is equally beneficial for both for-profit and nonprofit organizations, as well as for both firms that are primarily service and product oriented. Also, because the focus is on best practices in leading the planning process, B2B and B2C channels of distribution are both welcome to the session. Of course, entrepreneurs have much to gain from the session, as well.

Cancelation Policy

All Training Series cancelations and requests for refunds must be submitted to the AMA via email at cnelson@ama.org. Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee.

Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to info@ama.org at least two weeks prior to the event start date. No refunds will be given after May 22, 2014.

A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company.

About the Instructor

Greg W. Marshall

 

​Marketing Fundamentals Agenda

Day One

8:00 a.m. – 8:30 a.m.  Registration and Continental Breakfast

8:30 a.m. – 5:00 p.m.  Program (includes lunch and morning/afternoon breaks)

  • What marketing is, how it works, and how and why it is essential for organizational success
  • Benefits of a customer-centric culture and what it takes to foster this culture throughout the organization
  • Segmentation, target marketing, positioning, and differentiation
  • Sourcing, using, and managing information to drive marketing decisions – ABCs of big data, analytics, and metrics
  • Creating the value offering – the value proposition

Day Two

8:00 a.m. – 8:30 a.m.  Continental Breakfast

8:30 a.m. – 4:00 p.m.  Program (includes lunch and morning/afternoon breaks)

  • Developing and executing the value offering – product, service, and branding
  • The basics of pricing and distributing the value offering
  • Integrating the message – new media blends with traditional media to communicate the value offering
  • The role of the sales force in successful marketing
  • A marketing plan framework that can be modified and applied for your own organization’s use
 
Registration is not available at this time.

Training Series Location
Summit Executive Centre
205 North Michigan Avenue, 10th Floor
Chicago, IL 60601-5922
Phone: 1 888.887.2070 or 1 312.938.2000
Fax: 1 312.861.0324

Located in the heart of downtown Chicago on the northeast corner of Michigan Avenue and Lake Street (two blocks South of the Chicago River), Summit Executive Centre is just steps away from Millennium Park as well as the City's premier hotels, shopping and entertainment.
The Summit is conveniently located near two international airports: O'Hare (18 miles) and Midway (11 miles). It is also within a three to eight minute walk of six of Chicago's finest hotels, connected to two of them (the Swissôtel and Hyatt Regency Chicago) through an enclosed concourse and literally steps away (140 to be exact) from the rear exit of the Fairmont to the side entrance of the facility.

Recommended Hotels
Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive
Chicago, IL 60601
Phone: 1 312.565.1234
Reservations: 1 800.233.1234
Walking Distance to Summit (3 minutes)

Swissôtel Chicago
323 E. Wacker Drive
Chicago, IL 60601
Phone/Reservations: 1 312.565.0565
Walking Distance to Summit (5 minutes)

Fairmont Chicago
200 North Columbus Drive
Chicago, IL 60601
Phone/Reservations: 1 312.565.8000
Walking Distance to Summit (Less than 2 minutes)

Hard Rock Hotel Chicago
230 North Michigan Avenue
Chicago, IL 60601
Phone: 1 312.345.1000
Walking Distance to Summit (1 Minute)

Hotel Monaco Chicago
225 North Wabash
Chicago, IL 60601
Phone: 1 312.960.8500 
Walking Distance to Summit (3 Minutes)

Wyndham Grand Chicago Riverfront
71 East Wacker Drive
Chicago, IL 60601
Phone: 1 312.346.7100
Walking Distance to Summit (less than 2 Minutes)

Club Quarters
75 East Wacker Drive
Chicago, IL 60601
Phone: 1 312.601.3400
Walking Distance to Summit (less than 5 Minutes)

For more information, please visit Summit Executive Centre Accommodations.

Area Attractions and Events
Please visit the Chicago Convention & Tourism Bureau for additional city information.

ADA
The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

 

​AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. Call 1 800.542.9700 within the U.S. and Canada. Reservation lines are open Monday through Friday 8 a.m. - 6 p.m. CST or, you may contact them via email at association@towertravel.com

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees. They are dedicated to providing superior customer service and hassle-free travel arrangements. Please note that fees, restrictions and cancellation penalties will apply. 

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National Car Rental
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Directions to parking
Michigan Plaza 205/225 North Michigan Ave.

From Michigan Ave.
Take Michigan Ave south across the river to the third stop light, Lake Street., and take a right (West). Immediately turn right (North) on Garland and then right (East) on Lower South Water. Stay on the far right side of the pylons. Follow signs for 205 / 225 Michigan Plaza to the 2nd stop sign after crossing Lower Michigan Ave (Lower Columbus Dr.) and take a right (South) for one block. Take another right (West) on Lower Lake St. The entrance to the Public Parking Garage will be at the end of the street on your right.

From the North Suburbs
Take the 90/94 exit at Ohio St. and proceed East to State St., and take a right (South). At Illinois St. take a left (East). At Lower Michigan Ave. take a right (South) and proceed across the river to the second stop light, Lower South Water, (the first light is Lower Wacker Dr.) and take a left (East). Stay on the far right side of the pylons. Follow signs for 205/ 225 Michigan Plaza to the 2nd stop sign (lower Columbus Dr.) and take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

From the South or West Suburbs
From 90/94 or I 290 follow signs into Chicago via Congress Parkway. Take a left onto Columbus Dr. Proceed north for 5 lights to South Water Street. Make a left (West) and go DOWN THE MIDDLE RAMP TO THE STOP SIGN. Make a sharp left "U" turn around the pylons back East to lower Columbus drive. (Follow signs for 205/ 225 Michigan Plaza.) At lower Columbus Dr., take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

From LSD North/South
Exit at Randolph Street. Take a right (North) onto Columbus Drive. At the second light make a left (West) onto South Water and go DOWN THE MIDDLE RAMP TO THE STOP SIGN. Make a sharp left "U" turn around the pylons back East to lower Columbus drive. (Follow signs for 205/ 225 Michigan Plaza.) At lower Columbus Dr., take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

Park on any level P1-3, but you must pay on P-1 before exiting the garage. Take the elevator up to the Lobby Level of the building. Proceed to the security desk for your daily pass. Take the elevators on the left and go up to the 10th floor.

Parking Prices as of January 1, 2012 
(subject to change without notice)
$11.00 - prior to 7:30am until 10pm
$13.00 - prior to 9am until 10pm
$24.00 - after 9:30am
$18.00 - 2 hours to 4 hours

Transportation
O’Hare International Airport
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00
Airport Shuttle: GO Airport Express
Approx. $29.00 one way (subject to change)
Train: $5.00 for travel that originates at O’Hare Airport (subject to change)
Allow approximately 45 minutes to an hour

By train from O'Hare Airport
Take the "Blue Line To Loop" train into the city (about a 45-minute ride) to the Washington/Randolph Street station (below ground). Proceed up to the street level and walk east on Washington to North Michigan Avenue. Make a left and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

Midway Airport
Taxi: Allow 45 minutes to 1½ hours
Approximately $30.00-45.00
Airport Shuttle: GO Airport Express
Approx. $24.00 one way (subject to change)
Train: $2.25 (subject to change)
Allow approximately 45 minutes to an hour

By train from Midway Airport
Take the "Orange Line To Loop" train into the city (about a 35-minute ride) to the State/Lake Street station. Proceed east on Lake Street to North Michigan Avenue. Cross over North Michigan Avenue and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

Helpful Websites
Chicago Transit Authority
Metra Rail

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