AMA Digital Marketing Bootcamp
10/22/2018-10/23/2018 | Chicago, IL
Digital Marketing Changes Fast.

Daily advances in technology mean your digital marketing strategy needs to keep evolving. The AMA Digital Marketing Bootcamp will help you understand the latest best practices and equip you with the insights to stay ahead.

Over two days, our knowledgeable and engaging instructors will help you better understand topics like marketing metrics, social media, email strategy, user experience, online advertising, SEO and content marketing. Through hands-on exercises, you’ll have a chance to network and put your new skills to work, too.

Attending the AMA Digital Marketing Bootcamp will provide you with a strong base of knowledge in digital marketing. The course covers the majority of the topics from the AMA PCM Digital Marketing Body of Knowledge and will significantly supplement your preparation for that certification exam.

Register now and save! Prices go up after September 22.



Free PCM®, Digital Marketing Exam

When you attend the AMA Digital Marketing Bootcamp, you’ll also receive a free Professional Certified Marketer®, Digital Marketing exam. Adding the letters P-C-M behind your name shows have the skills to excel in digital marketing and are committed to staying understanding best practices. While there are many ways to prep for this exam, this bootcamp covers the majority of topics you'll see on the test.



Workshop Instructors

Associate Director for Brand and Creative, Association of International Certified Professional Accountants 

Principal, Market Position Strategies 

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Make Your Case to Attend

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Interested in sponsorship?  Contact Andrew Nelmes at for opportunities.​

Digital Marketing Bootcamp - Detailed Agenda

Day 1 

8:00am - 8:30am 
Registration and Continental Breakfast


8:30am - 4:00pm 
Program (includes lunch, morning, and afternoon breaks)

Course Outline and Expectations  


  • Personas
  • Segmentation
  • Customer Journey 
  • Zero Moment of Truth
  • Exercises – persona development and customer journey

Analytics: Goals and Measurement 

  • What to measure
  • Measurement Framework – relationship between goals, metrics and KPIs
  • Reversing the funnel
  • Exercises – reversing the funnel, filling out the measurement framework

Digital Strategy 

  • Destinations
    • Validate – design, navigation, responsiveness
    • Educate – content, activity, engagement
    • Motivate – buying (ecommerce), conversion to sales teams
      • Websites
      • Microsites and landing pages – digital campaigns
      • Social media destinations – Facebook, Pinterest, LinkedIn, Instagram
    • Exercise – designing an app/website
  • Communications 
    • Outbound – email, newsletters, banner ads, social media
    • Inbound – SEM, SEO, social media
    • Online/offline integration – print, television, radio, OOH, events
  • Optimization (Analytics) 
    • Testing – A/B, multivariate, statistical significance
      • What to test
      • How to adjust
      • Analysis scenarios/exercises
    • Predictive – foundations for predictive analytics
    • Exercise – what to measure

Day 2

8:00am - 8:30am 
Registration and Continental Breakfast


8:30am - 4:00pm 
Program (includes lunch, morning, and afternoon breaks)

Group exercise - Create your own digital company 

Digital Life, Ecosphere and the Near Future

  • AI/Machine Learning
  • AR/VR
  • Voice search (Alexa, Google Home)
  • Location-based marketing – beacons, check-ins
  • Wearables and embeddables
  • Blockchain

Marketing Operations

  • Responsibilities in a digital world
  • CRM/Marketing Automation – roles of each, platform comparison map, content strategies 
  • Governance and standards

Review of digital marketing strategy worksheets

Wrap up


Todd Coats
Associate Director for Brand and Creative
Association of International Certified Professional Accountants

Todd brings his 32 years of experience to create effective concepts and ideas for industry sectors such as healthcare, pharmaceuticals, energy, higher education and retails.  He brings emphasis in brand building, integrated marketing, employee branding and digital advertising.​

Shane Johnston

​Principal, Market Position Strategies

Shane has developed branding, marketing and product strategies and integrated communications plans for Fortune 100 companies, small businesses and nonprofit organizations. His 25-year career spans client and agency marketing roles. He is now Principal of Market Position Strategies, providing marketing consulting services to enterprise and higher education clients.​​​​​​​​​​​​​​​​​

Registration is not available at this time.


Art Institute of Chicago ​

230 South Columbus Drive*
Chicago, IL 60603

(*South Columbus Drive Entrance: Chicago Stock Exchange Trading Room)​

Art Institute of Chicago - Mission
The Art Institute of Chicago collects, preserves, and interprets works of art of the highest quality, representing the world’s diverse artistic traditions, for the inspiration and education of the public and in ​accordance with our profession’s highest ethical standards and practices.

Chicago Stock Exchange Trading Room - Bootcamp Room Location
Chicago has been the center of American architecture since the late 19th century. The city's most important early architects Louis Sullivan and his partner, Dankmar Adler, designed the Chicago Stock Exchange, built from 1893 to 1894. When the original Stock Exchange was demolished in 1972, sections of Sullivan's elaborate stenciled decorations, molded plaster capitals, and art glass were preserved from the Trading Room. Using these fragments, the Art Institute was able to reconstruct the Trading Room in its Rubloff Building between 1976 and 1977.


Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.1234

Swissôtel Chicago ​
323 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.0565

Fairmont Chicago ​
200 North Columbus Drive 
Chicago, IL 60601
Phone: +1.312.565.8000

Club Quarters
75 East Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.601.3400

theWit Chicago - a DoubleTree by Hilton Hote
201 N. State Street
Chicago, IL 60601
Phone: +1.312.467.0200

Chicago Marriott Downtown Magnificent Mile
540 North Michigan Avenue, (Driveway Entrance on 541 North Rush Street)
Chicago, IL 60611
Phone: +1.312.836.0100

Radisson Blu Aqua Hotel Chicago​
221 North Columbus Drive
Chicago, IL 60601
Phone: +1.312.565.5BLU (5258)

Virgin Hotels
203 N. Wabash
Chicago, IL 60601
Phone: +1.312.940.4400

Kimpton Hotel Monaco Chicago
225 N. Wabash Ave.
Chicago, IL 60601
Phone: +1.312.960.8500

LondonHouse Chicago
85 East Wacker Drive at North Michigan Avenue
Chicago, IL 60601
Phone: +1.312.357.1200

Area Attractions and Events
Please visit Choose Chicago 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 Live Experience Team, 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. 

​Tower Travel Management 

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 7:00 a.m. - 7:00 p.m. CDT 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.​

Nearby Public Garages

These garages are located underground below the parks adjacent to the museum. Please call (312) 616-0600 for lot and rate information. Drop-offs are permitted at the Millennium Park entrance. A traffic pull out is available from the eastbound lanes of Monroe Street.

  • Millennium Park Garage and Millennium Lakeside Garage
    (entrance at Columbus Drive, north of Monroe Street and south of Randolph Street)
  • Grant Park South Garage
    (entrances at Michigan Avenue, at Van Buren and south of Adams streets)
  • Grant Park North Garage
    (entrances at Michigan Avenue, north of Monroe Street and south of Randolph Street)

Warning concerning Columbus Drive Street Parking

Both sides of Columbus Drive immediately east of the museum are "No Parking" zones from 4:00 to 6:00 p.m., and violators will be towed. Call (312) 744-7550 for towing information.

Accessible parking is located in the following garages near the Art Institute:

  • Millennium Park Garage (enter at Columbus Drive and Monroe Street), with 8’ clearance in limited sections and an elevator at the exit
  • Grant Park North Garage (enter at Michigan Avenue between Madison and Randolph), with 8' 3" clearance in limited sections and an elevator at the exit

Using Public Transportation

The Art Institute is located just one block east of the Loop and is easily accessible via the city's "El" train system. The Brown, Green, Orange, Pink, and Purple lines all stop above ground at Adams/Wabash, one block west of the museum. The Red and Blue lines stop underground at Monroe, just a few blocks away. A number of bus lines also stop in front of the museum. Currently, El fare is $2.25 per adult. Visit the Chicago Transit Authority's website for route, schedule, and fare details.

Metra is Chicago's commuter rail transit system. The Art Institute is accessible from both the Van Buren and Millennium stations, which are underground just one to two blocks south and north (respectively) along Michigan Avenue. Visit Metra's website for route, schedule, and fare details.

Divvy Bike Program

Divvy is Chicago's bike-sharing system with thousands of bikes and hundreds of stations across the city, intended to provide Chicagoans and visitors with an additional transportation option for getting around the city. There are several Divvy bike stations within walking distance of the Art Institute. For more information and pricing, please visit