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.

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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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.​​​​​​​​​​​​​​​​​

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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.