Mastering Cross-Cultural Communication for Marketing Success - 2017 - Chicago

One Prudential Plaza - AMA Support Center
130 East Randolph St., 22nd Floor - Chicago, IL 60601
6/14/2017 8:30 AM - 6/15/2017 3:30 PM
Register before 5/18/2017 12:00 AM for early registration fee

Today’s marketer is not only assessed by their ability to adapt to their own immediate workplace culture, but by their success within a global landscape. Being able to communicate, create appropriate messaging, and get people to act in a cross-cultural business environment has truly become the new “norm” in integrated marketing positions, and employees are expected to come in with the knowledge to navigate. Through this face-to-face training series, marketers will gain critical skills in cross-cultural communication to not only grow within their companies, but to help transition their new-found education into bottom-line results, both internally and externally. 


RESOURCES


LEARN

  • The importance of cross-cultural communication in today’s marketing environment. 
  • How to leverage different types of communication (indirect vs. direct; high and low cultural) into relationship success.
  • How to tailor messaging (both written and verbal) to ensure minimal miscommunication between cultures.

See the Full Agenda

TAKEAWAYS

  1. Knowledge of different communication types from around the world.
  2. Understanding of the impact of both verbal and non-verbal communication messages, both internally and externally. 
  3. Practical applications for a variety of global scenarios, inclusive of both written and verbal communication tools. 
  4. Appreciation for diversity in the workplace, as well as with clientele.  
  5. Best practices to implement immediately upon return to the office.

WHY ATTEND

Because the best talent – and desired cliental – are more often coming from countries outside the United States. To this end, it is important today’s marketer be equipped with the skills, tips, and best practices necessary to conduct business with a global lens, both internally and externally.  

Kerry O’Grady
Clinical Assistant Professor, NYU School of Professional Studies

Teaching undergraduate and graduate courses at a variety of institutions since 2008 - and beginning at NYUSPS in 2011 - Kerry teaches in both the M.S. in Public Relations and Corporate Communication and M.S. in Integrated Marketing programs, and has previously taught in Continuing Education and the High School Academy.  An award-winning integrated marketing and advertising professional, past professional positions include Associate Director, Integrated Marketing for Women's Health magazine, Senior Manager, Integrated Marketing at Parents, FamilyFun, and American Baby magazines (Meredith Corp.), Business Development Manager, La Voz and TV y Mas, and Advertising Executive, The Arizona Republic (Gannett, Inc.). She’s also the recipient of the 2014 Outstanding Service Award from NYUSPS for excellence in teaching and leadership. She holds a B.A. (summa cum laude) in Journalism and English from UMass-Amherst and an M.S. Public Relations & Corporate Communication from NYUSPS.

AMA Cancellation Policies

Mastering Cross-Cultural Communication for Marketing Success - 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)

  • Introductions (of participants, and the course)
  • The Importance of Cross-Cultural Communication in Today’s Marketing Landscape
    • ​Why has the landscape changed? 
    • How has the landscape changed?
    • Why are the stakes higher in our chosen profession?
  • Why People Have Trouble Communicating
    • The art of “mis” communication
    • Active listening
    • Jargon
    • Unawareness of communication “ignorance”
    • ​Self-awareness and actualization 
  • Examples (Good and Bad) of Cross-Cultural Communication with Major Corporations 
    • Internal examples of communication breakdown 
    • External examples of communication breakdown
    • Personal examples 
  • Defining Cross-Cultural Communication (Internally and Externally)
    • What is cross-cultural communication?
    • Cultural bias and its affect

BREAK

  • Types of Communication Across Culture
    • Direct vs. indirect
    • High vs. low cultures
    • Verbal vs. non-verbal(the art of body languages, gestures, and facial cues)

LUNCH

  • Marketing Communication Across Cultures - Part 1​
    • Print advertisement analysis 
    • Digital advertisement analysis (website or online ads)
    • Best practices for print advertisements and digital communication (website or online ads) across cultures

BREAK

  • Case Study Simulation Activity
    • Small groups will analyze case studies in cross-cultural communication and answer questions regarding suggested results. Coming up with solutions together, groups will report out their answers post completion. 
    • Discussion
    • ​Takeaway lessons/key learnings from activity 

Day 1 Dismissal 


Day Two

8:00 a.m. – 8:30 a.m. Continental Breakfast
8:30 a.m. – 3:30 p.m. Program (includes lunch and morning/afternoon breaks)

Recap and Reflection on Day 1 (Introduce new thoughts/observations)

  • Marketing Communication Across Culture  - Part 2
    • Email
    • Text
    • Social media
    • Best practices for email, text, and social media across cultures
  • Introducing Gender into the Cross-Cultural Mix
    • Communication across gender in the workplace
    • General themes in gender communication
    • Best practices and tips in communicating with the opposite/same sex

BREAK

  • Emotional Intelligence in the Workplace 
    • Extreme personality differences and how to make it “work”
    • Best practices for managing personality conflict
    • Remembering the common denominator for success
  • Competitive Advantage and Trust
    • How cross-cultural communication can yield ROI
    • Trust 
    • Advantage
    • Respect 
    • Reputation

LUNCH

  • Activation Role-Play Activity: Participants will be divided into groups where half will be employees and half will be managers
    • Managers will be given a situation from a managerial point of view. They will be having a certain “problem” with employees, and will need to strategize (together) on how to proceed
    • Employees will be given a situation from a managerial point of view. They will be having a “problem” with either their co-workers or managers (or both), and will need to strategize (individually and together) on how to proceed. 
    • Once the groups strategize individually for an hour, they will write up their recommendations and prepare to role play the scene. (30 minutes)

BREAK

  • Groups will reconvene as one; and employee/manager groups will role play together as one “work team.” 
  • Post role-play, teams will report out observations, surprises, and learnings
  • Other teams will also have the opportunity to comment on each other’s teams and report out observations

Day 2 Dismissal After Key Takeaways​

This event has passed and is unavailable for registration.

Training Series Location 

One Prudential Plaza - AMA Support Center
130 E. Randolph St., 22nd Floor
Chicago, IL 60601
Phone: +1.312.542.9000

Located in the heart of downtown Chicago on the northeast corner of Michigan Avenue and Randolph Street (two blocks South of the Chicago River), The American Marketing Association's, AMA Support Center is just steps away from Millennium Park as well as the City's premier hotels, shopping and entertainment. The AMA Support Center 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.  Three of them are the Swissôtel, Hyatt Regency Chicago and the Fairmont.

Recommended Hotels 
Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.1234
Walking Distance to AMA Support Center (4 minutes) 

Swissôtel Chicago 
323 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.0565
Walking Distance to AMA Support Center (6 minutes)

Fairmont Chicago 
200 North Columbus Drive 
Chicago, IL 60601
Phone: +1.312.565.8000
Walking Distance to AMA Support Center  (Less than 3 minutes)

Hard Rock Hotel Chicago
230 North Michigan Avenue
Chicago, IL 60601
Phone: +1.312.345.1000
Walking Distance to AMA Support Center (2 Minutes)

Club Quarters
75 East Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.601.3400
Walking Distance to AMA Support Center  (less than 6 Minutes)

theWit Chicago - a DoubleTree by Hilton Hotel
201 N. State Street
Chicago, IL 60601
Phone: +1.312.467.0200
Walking Distance to AMA Support Center (4 minutes) 

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)
Walking Distance to AMA Support Center (less than 6 Minutes)

Virgin Hotels
203 N. Wabash
Chicago, IL 60601
Reservations: +1.855.946.6600
Phone: +1.312.940.4400
Walking Distance to AMA Support Center (2 Minutes)

Area Attractions and Events

Please visit Choose Chicago 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 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. 

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 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.

Parking Garage

Prudential Plaza features an on-site, indoor parking garage that allows you to park at your convenience.  Located conveniently off of Lower Wacker Drive, tenants enjoy direct access to our parking garage.


Parking Garage Directions

Randolph Drive – in front of Prudential Plaza
West on Randolph to Michigan Avenue – turn right (north) to South Water Street – turn right (east) to Stetson – turn right (south) one block to end where you will see signs indicating the garage entrance.

Lake Shore Drive – North or South Bound
Exit at Randolph Street, west to mid-level Columbus Drive – turn right (north) to mid-level Lake Street – turn left (west) one block to end where you will see signs indicating the garage entrance.

Kennedy Expressway – South Bound
Exit Ohio Street, east to Fairbanks Court (which turns into Columbus as you proceed south) – turn right (south) at Lake Street – turn right (west) on Lake one block to end where you will see signs indicating the garage entrance.

Dan Ryan Expressway – Northbound
Exit Congress street east bound, to Columbus – turn left (north) on to Columbus to Lake Street – Turn left (west) on Lake Street one block to end where you will see signs indicating the garage entrance.

Eisenhower Expressway – East Bound
Follow expressway east through Congress Street to Columbus – turn left (north) on Columbus to Lake Street – turn left (west) on Lake one block to end where you will see signs indicating the garage entrance.

Rates for the Parking Garage are as follows:
Less than 30 minutes: $12.00
30 minutes to 1 hour: $16.00
1 hour to 2 hours: $21.00
2 hours to 4 hours: $26.00
4 hours to 12 hours: $29.00
12 hours to 24 hours: $35.00

Early Morning Special:  $16.00
In between 4:30 am – 8:00 am, out by 8:00 pm (Monday through Friday)

Evening Special:  $15.00
In after 4:00 pm, out by 8:00 am (Monday through Friday)

For more information regarding the Parking Garage, please contact:  
Date Assadji
Parking Garage Manager
date.assadji@abm.com
312.819.6877

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 One Prudential Plaza, The Prudential building. Take the escalator up and stop at the security desk to obtain a one-day building pass. Head to the 20-24 bank of elevators to get to the 22nd floor.

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 One Prudential Plaza, The Prudential building. Take the escalator up and stop at the security desk to obtain a one-day building pass. Head to the 20-24 bank of elevators to get to the 22nd floor.


Transportation

O’Hare International Airport 
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00 
Airport Shuttle: GO Airport Express
Approximately $32.00 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

Midway Airport 
Taxi: Allow 45 minutes to 1½ hours
Approximately $30.00-45.00
Airport Shuttle: GO Airport Express 
Approximately $27.00 one way (subject to change)
Train: $2.25 (subject to change)
Allow approximately 45 minutes to an hour

Helpful Websites
Chicago Transit Authority 
Metra Rail ​


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