Essentials of Marketing - 2014 - San Antonio

San Antonio Marriott Riverwalk
889 East Market Street, San Antonio, TX 78205
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

Essentials of Marketing - Training Workshop - Dec 3-4, San Antonio

Views you can use on Monday morning!

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

Download Essentials of Marketing 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 Essentials of Marketing 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.

Essentials of Marketing – 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 practice key building block elements of great marketing through breakout exercises
  • To generate takeaways that can be used “Monday morning” back on the job

Essentials of Marketing – What You Learn

Attendees at AMA’s Essentials of Marketing 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

Essentials of Marketing – Who Should Attend

Essentials of Marketing 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. B2B and B2C channels of distribution are both welcome to the session. Of course, entrepreneurs have much to gain from the session, as well.

Essentials of Marketing – Cancellation Policy

All Training Intensive cancellations 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 November 19, 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.

Essentials of Marketing – About the Instructor
Greg W. Marshall

​Essentials of Marketing – 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

  • What marketing is not, and why
  • Key change drivers impacting the future of marketing

Benefits of a customer-centric culture and what it takes to foster this culture throughout the organization

  • Create and deliver customer value
  • Define your offering/write a value proposition
  • The magic of customer delight

From sales to marketing to the future

  • Everyone has a customer
  • Marketing trends to pay attention to and prepare for

Learn a marketing plan framework that can be modified and applied for your own organization’s use

  • Sourcing, using, and managing information to drive marketing decisions – ABCs of big data, analytics, and metrics
  • Identify your core competencies on which you can build a marketing strategy


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)

Segmentation, target marketing, positioning, and differentiation

  • Execute segmentation and target marketing
  • Example approach: generational marketing
  • Elements of positioning strategy
  • Sources and applications of strategic differentiation

Primer on marketing strategy

Execute the positioning via the marketing mix

  • Product
  • Service
  • Branding
  • Promotion

Integrate the message with new media and traditional approaches

The basics of pricing and distributing the value offering

  • The role of the sales force in successful marketing

Implementation tips

  • Action plans

Metrics for marketing success

 
Registration is not available at this time.

Training Series Location 
San Antonio Marriott Riverwalk
889 East Market Street
San Antonio, Texas 78205
Phone: 1 210.224.4555
Reservations: 1 800.228.9290

The Marriott San Antonio Riverwalk is located in the heart of downtown San Antonio, offering sweeping balcony views of San Antonio's fabulous Riverwalk district and just three blocks from the Alamo. Explore the historical, the cultural, and the culinary along the Riverwalk, just steps from the door. 

Rates: $199.00 single/double (plus applicable state & local taxes, currently 16.75%, which are subject to change without prior notice)
Rates are based on availability.
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.

Please call 1 800.228.9290 & reference American Marketing Association to make reservations. The cut-off date for reservations is November 4, 2014. After November 4, 2014, 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 & tax deposit, refundable up to 48 hours prior to arrival. Cancellations made within 48 hours prior to arrival & no-shows will forfeit the initial deposit. 

Check in time is 4:00 p.m., and check out is at 12:00 p.m. Anyone arriving earlier than 4:00 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 & Events
Please visit San Antonio Convention & Visitors 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. Plea
se 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
Great Cars. Low Rates. Free Pick-up. 
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve a car now.
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.

Directions & Transportation
San Antonio International Airport - SAT (9 miles) 

Driving directions:
Take 281 South to Commerce Exit. Turn right onto Commerce. Continue to Alamo St. and turn left, turn left again on Market. Hotel is on left. **Enter hotel on Market Street**

Estimated taxi fare: $22.00 (one way)

Airport Shuttle Service: GO Airport Shuttle
Approx. $19.25 one way (subject to change)
Reservations are required.
Phone: 1 877.544.4646

Parking at the Hotel
On-site self-parking is available for $27.00 per day plus tax.
Valet parking is available for $37.00 per day plus tax.
Hotel parking is subject to availability and cannot accommodate oversized vehicles. Rates are subject to change without notice.

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