Whether you’re a marketing team of one, the leader of a large department or somewhere in-between, you need a full range of skills and knowledge to make the biggest impact in the work you’re doing.
This two-day, interactive program encompasses fundamental marketing topics like planning, strategy, global marketing, ethics, analytics, research, behavior, branding, pricing, distribution, digital and social media marketing and more.
|Early-Bird (Before 08/30/19)||Standard Price|
Free PCM® Marketing Management Exam
When you attend the AMA Marketing Management Bootcamp, you’re taking the first step in becoming certified. We want to keep you motivated in advancing your career by including a free Professional Certified Marketer® Marketing Management exam with your registration. (That’s up to a $349 value.) Adding the letters P-C-M behind your name shows employers and clients you are equipped with the latest skills needed to be a marketing leader.
What to Expect
AMA Bootcamps have limited capacity so you have better access to instructors. Plus, we’ve designed a collaborative agenda where you can put your new skills into action by working through exercises with fellow attendees.
Interview with the Instructor
Convince Your Boss
Need to convince your boss to let you join us in Boston?
Download our template, fill in the highlighted sections and send it off for approval.
Thursday, September 26
Registration and Continental Breakfast
We’ll kick off the day with breakfast. You’ll also be provided with lunch and breaks throughout the day.
Nuts and Bolts of Marketing Management
- Marketing’s place and role in organizational success
- Misunderstood marketing
- Exercise: Culture for marketing
- Key change drivers marketing managers must know about and plan for
- Facilitate exchange and value for customers
- Exercise: Offerings and value propositions
- The marketing planning process “big picture”
- Fostering evidence-based decisions in marketing planning
- Yin and yang of marketing planning – strategy and tactics
- The role of metrics in marketing planning
Research for Marketing Managers
- What does a marketing manager need to know to make evidence-based decisions?
- How do we design and execute the needed research?
- Exercise: Address market research needs
Let’s Take a Customer’s Perspective in B2C and B2B
- The B2C decision process
- The B2B decision process
Friday, September 27
Breakfast will be waiting for you when you arrive for day two. Lunch and breaks will be provided throughout the day.
The Customer Experience: Fulfill Customer Needs and Wants
- Market segmentation
- Target marketing
- Strategic differentiation
- Exercise: Differentiation, target markets and positioning
Hone Your Offering
- Products 101
- The “magic” of branding
- Service rules
- Exercise: branding and service
The Lowdown on Promotion – Communicate Your Offering
- Choices, choices – what promotional approach to use?
- Is digital and social always preferred? (I think we know this answer)
- Where do sales fit into the promotion mix?
- Exercise: Maximize promotion potential
Two More P’s in the Marketing Mix
- Price – The most direct impact on customers’ perceived value
- Place – Get the offering to market: Channels, distribution, logistics, supply chain
Create a Successful Future in Marketing
Greg W. MarshallCharles Harwood Professor of Marketing and Strategy, Rollins College
Greg Marshall is the Charles Harwood Professor of Marketing and Strategy at the Crummer Graduate School of Business at Rollins College, Winter Park, Florida. He also holds a visiting appointment as Professor of Marketing and Strategy at the Aston Business School, Birmingham, UK.
Marshall is a prolific publisher on managerial issues in sales and marketing and also is the co-author of several top-selling textbooks on marketing, selling and sales management. He presently serves on the AMA Board of Directors, is Past President of the AMA Academic Council and also was a founder and served for five years on its Strategic Planning Group.
Marshall began his professional career in the retail industry, coming up through the ranks of Target Corporation. From there, he shifted over to roles in the consumer packaged goods (CPG) industry in product management and sales management for Mennen (now part of Colgate Palmolive) and Warner-Lambert (acquired by Pfizer).
Boston College Club
100 Federal Street, 36th Floor
Boston, MA 02210
DoubleTree by Hilton Hotel Boston – Downtown
821 Washington Street
Boston, MA 02111
The AMA has secured a special rate of $249, excluding applicable taxes.
Or you can call (617) 956-7900 and mention the American Marketing Association group code MRK. The deadline for using the group rate is September 4, 2019.
Air Travel Discount
The AMA has teamed up with Delta Air Lines to offer a special discount on air travel. Click here to get started. You can also call the Delta Meeting Network at (800) 328-1111 and refer to meeting code NY2M7. There is not a service fee for reservations booked and ticketed via this service.
Conference attire is business casual. Meeting rooms tend to be cool, so you may wish to bring a sweater/jacket.
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 Support Center, 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.