Digital Marketing Trends and Techniques - 2015 - San Francisco

Sheraton Fisherman's Wharf Hotel
2500 Mason Street, San Francisco, CA 94133
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

Understanding opportunities. Developing strategies. Assessing performance.

Listen to a sneak peek Digital Marketing Trends and Techniques podcast by instructor Andrew Stephen, Assistant Professor of Business Administration and Katz Fellow in Marketing at the Joseph M. Katz Graduate School of Business at the University of Pittsburgh

Download Digital Marketing Trends and Techniques Brochure >>

The world of digital marketing is constantly changing. Although some practices within digital marketing are now well established (e.g., search engine marketing, online display advertising), most are not (e.g., mobile marketing, social media). This program is designed to equip mid- and senior-level marketing professionals with the necessary knowledge and skills to develop and implement effective digital marketing strategies that reflect today’s digital media landscape. The program will provide a broad overview of the digital marketing channels available to marketers and consider how digital fits in with offline marketing. Following that, we will take a deep dive into newer digital marketing channels: social media and mobile. The goal will be to develop a detailed understanding of the opportunities these digital channels present to marketers, how to leverage their potential, and how to appropriately assess their performance.

The program will take place over two days. On day 1 we will survey today’s digital marketing landscape, and consider the various digital channels marketers can use. There will be a particular emphasis on newer digital marketing channels such as social media and mobile. On day 2 we will move into a deeper consideration of the strategic value of various digital marketing channels and approaches. This will include hands-on sessions in which participants will work on identifying strategic value-creating or value-enhancing opportunities for digital marketing in their organizations.

Digital Marketing Trends and Techniques – Who Should Attend
The program is intended to be taken by mid- and senior-level marketers who want to develop a better understanding of digital marketing channels, particularly newer ones, and who want an opportunity to develop successful digital marketing strategies for their companies. The program is appropriate for marketers in all types of markets, including consumer and business-to-business.

Digital Marketing Trends and Techniques – Learning Objectives
Participants who take this two-day program will learn about the broad (and ever-changing) digital marketing landscape, how social media and mobile fit into the mix, and how to identify strategically valuable opportunities for using a variety of digital marketing channels in their organizations. Learning will take place through a combination of lectures, case studies, and interactive workshop sessions.

Digital Marketing Trends and Techniques – Cancellation Policy
All Training Series cancellations and requests for refunds must be submitted to the AMA via email to 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 at least two weeks prior to the event start date. No refunds will be given after March 5, 2015.

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.

Registration for or participation in the Digital Marketing Training Series constitutes an agreement by the registrant to permit the AMA to the use and distribution (now and in the future) of the registrant or attendee's image and/or voice in photographs, videos, electronic reproductions, and audiotapes of such events and activities. For questions or concerns, please call 800.262.1150 or email

Digital Marketing Trends and Techniques – About the Instructor
Dr. Andrew Stephen

​Digital Marketing Trends and Techniques Agenda

Day One

8:00 – 8:30 a.m. Continental breakfast and registration
8:30 a.m. – 5:00 p.m. Program

The Digital Marketing Landscape & Fundamental Principles

8:30am to 10:00am      Digital marketing in 2015: An overview of today’s digital marketing
                                       landscape, challenges, and opportunities

10:00am to 10:15am    Refreshment break

10:15am to 12:00pm    Introduction to social media marketing

12:00pm to 1:00pm      Lunch break

1:00pm to 2:30pm        Digital marketing segmentation and targeting principles

2:30pm to 2:45pm        Refreshment break

2:45pm to 4:00pm        Interactive workshop on viral marketing and targeting

4:00pm to 5:00pm        Introduction to mobile marketing

Day Two

8:00 – 8:30 a.m. Continental breakfast
8:30 a.m. – 4:00 p.m. Program

Applications and Strategy Development

8:30am to 9:30am       Digital strategies for product launches and driving organic growth

9:30am to 10:30am     Digital insights: social media monitoring and product development

10:30am to 10:45am   Refreshment break

10:45am to 12:00pm   Digital service and CRM: delivering exceptional service and creating great
                                      customer experiences using digital, social, and mobile marketing channels

12:00pm to 1:00pm     Lunch break

1:00pm to 2:00pm       Business-to-business and intra-company digital and social media

2:00pm to 2:15pm       Identifying strategic opportunities for digital marketing

2:15pm to 2:30pm       Refreshment break

2:30pm to 3:30pm       Interactive workshop opportunity identification

3:30pm to 4:00pm       Program wrap up, final thoughts, and conclusion

Registration is not available at this time.

Training Series Location 

Sheraton Fisherman's Wharf Hotel
2500 Mason Street
San Francisco, CA 94133
Phone: +1.415.362.5500

Experience a feeling of welcom
e unlike any other at the newly-renovated Sheraton Fisherman’s Wharf Hotel. Having just completed a $33 million renovation, this amazing hotel has unveiled a whole new look at San Francisco’s famous Fisherman’s Wharf. Centrally located in one of San Francisco’s most popular neighborhoods, the hotel is close to all the major attractions such as Pier 39, Ghirardelli Square, Alcatraz Island, and much more.
Enjoy the light-hearted, yet sophisticated ambiance and colorful, yet peaceful décor. Relax with a cocktail in the outdoor living room, complete with fire pits. Take a swim in the outdoor pool or work out in the fitness room.

Rates: $199.00 single/double occupancy (plus applicable state and local taxes, currently 16.35%, which are subject to change without notice)
Rates are based on availability.
Please reserve your overnight accommodations early as there are a limited number of special rates available.

Reserve a Room Now​

Or call +1.888.627.7024 and reference AMA Digital Marketing to make reservations. The cut-off date for reservations is February 25, 2015. After February 25, 2015, reservations will be accepted based on availability and at the prevailing rate. 

In order to confirm a reservation, the hotel will require a credit card or first night’s room and tax deposit, refundable up to 6:00 p.m hotel time on the day prior to arrival. Cancellations made after 6:00 p.m. on the day prior to arrival and no-shows will forfeit the initial deposit of 1 night’s room and tax. 

Check in time is 3:00 p.m., and check out is at 12:00 p.m. Anyone arriving earlier than 3:00 p.m. will be checked in as soon as room(s) become available. Guests checking out early may be assessed an early departure fee. Upon check in, guests will be asked to verify their departure date. At that time, scheduled departure dates may be altered.  

Area Attractions and Events

Please visit San Francisco Travel Association for additional city information.

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 8:00 a.m. – 6:00 p.m. CST or, you may contact them via email at 

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.

Alamo Rent-A-Car

Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. Reserve a car now or call Alamo Rent A Car at +1.800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car

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Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental

As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental. And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. Enroll now.  
Reserve a car or call National Car Rental at +1.800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation. Go National. Go Like a Pro.


From the East
Take Interstate 80 to the Bay Bridge. Exit at Fremont Street and turn left; proceed to Howard. Turn right on Howard and continue to Embarcadero. Turn left onto Embarcadero and continue to Northpoint. Turn left onto Northpoint; the hotel is located on the right.

From North
Take the Golden Gate Bridge/Highway 101 South to the Marina Boulevard Exit. Turn left onto Bay Street and proceed one mile. Turn left onto Mason Street, continue for one block, and turn right onto Northpoint. The hotel entrance will be located on the left.

From the Cliff House (West)
Take Geary Boulevard and turn left onto Van Ness Avenue. Proceed approximately 0.5 miles, and then turn right onto Northpoint. Continue for seven blocks to the hotel. The hotel is located at the corner of Northpoint Street and Mason Street.

From South
Take Highway 101 North to Interstate 280 North. Follow I-280 until it turns into King Street, then Embarcadero. Continue for two miles, and then turn left onto Northpoint. The hotel entrance is located between Powell and Mason, on the right.


From San Francisco - SFO
Estimated taxi fare: $55.00-$60.00 one-way
Airport Shuttle Service (Operated by SuperShuttle)
SFO – Claim your luggage (lower level). Proceed to the upper level and outside to the curb. Follow the SuperShuttle signs to get to the SFO Airport agent (in teal green jackets) and they will arrange your SuperShuttle transportation to your destination. You will wait for your van at Terminal 1 (across from Air Canada) or Terminal 3 across from United door #3. Please call +1.800.BLUE VAN (+1.800.258.3826) for more information. 
Single Fare One-Way: $17.00 (subject to change without notice)

From Oakland - OAK
Estimated taxi fare: $75.00 one-way 
Airport Shuttle Service (Operated by SuperShuttle)
OAK - Advanced reservations are required. Please call +1.800.BLUE VAN (+1.800.258.3826) to make your reservations. Upon arrival call the same 800 number, select option 1 and provide your reservation number so we can accommodate you. Please wait for your SuperShuttle van across from Terminal 1, shelter number 3, at the “Door to Door Reservation” zone.
Single Fare One-Way: $27.00 (subject to change without notice)

Public Transportation
Bay Area Rapid Transit
San Francisco Municipal Transportation Agency (SFMTA)

Parking at the Hotel

Self-parking is available at the hotel for $50.00 plus tax per night. Valet is available for $55.00 plus tax per night. Please note that oversize vehicles will be charged $59.00 plus tax per night. Rates are subject to change without notice.

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