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Integrated Marketing Communications

Chicago, IL

New for 2020 focusing on omnichannel marketing from the perspective of customers, creative, campaigns and collaboration.

In today’s world, consumers are inundated with information overload. Experienced marketers know that in order to stand out from the crowd, they must present their brand or product using an omnichannel approach that provides the customer with an integrated experience.

This two-day, small format training provides a method to efficiently and effectively deliver a consistent user experience across channels, devices and locations.


Early Bird (Before 02/04/20)Standard Price
AMA Member$1,395$1,495


  • Relate integrated marketing communications and omnichannel marketing to today’s brands, products,  service-based businesses and nonprofits.
  • Define owned, earned and paid media and study-specific digital tactics such as search and social.
  • Understand the fundamentals of growth hacking and how to impact marketing using growth-focused tactics.
  • Learn how to attach metrics and analytics to campaigns to determine outcomes and optimization techniques.
  • Develop an integrated and innovative marketing plan.

Who Should Attend?

Early and mid-level marketers who are looking to expand their knowledge base and hear real-world examples of how omnichannel marketing can impact brands and products utilizing proven methodology for both strategy and tactics.  Marketers looking to increase their knowledge of strategic digital marketing and fundamentals of owned, earned and paid media. This course is suitable for B2C, B2C and nonprofits. Entrepreneurs will also gain value by learning fundamental ways to market themselves and their businesses in an omnichannel, integrated format.

AMA Event Policies

Thursday, March 5

Registration and Hot Breakfast

IMC and Omnichannel Overview

  • The new 4’cs: customer, creative, campaigns, calibration.
  • Modern Consumer Overview
    • Customer Segmentation – define the customer target
    • CDJ (customer decision journey)
    • Objectives & Strategies
    • SMART Goals



Class Discussion about Pre-Read Article

What is Omnichannel and How Do We Apply It?

  • Foundations of Paid/Earned/Owned media: digital trifecta
  • Traditional media overview
  • Convergence: Omnichannel
  • AI in media
  • Examples of omnichannel


Group Brainstorm

Break into small groups and consider a brand or product to use as an example.

Creative: How Do We Develop and Deliver the Big Idea Across Multiple Channels

  • Content is king
  • Team and tools
  • Overview of modern media marketplaces
  • Examples


Group Exercise: Brainstorm Omnichannel Strategy, Focusing on the First 2 C’s:

Assignment: Describe omnichannel in relation to your client and complete 2 worksheets.

  • Who is the customer? (customer segmentation worksheet)
  • What is their decision journey? (customer decision journey worksheet)
  • What is the creative message you will use to reach them?
  • 3-minute share session

Friday, March 6

Hot Breakfast

Omnichannel Tactics (Part 1)

  • Amazon
  • Display
  • Social


Group Discussion About Pre-Read Article

Omnichannel Tactics (Part 2)

  • Programmatic and retargeting
  • Growth hacking


Group Exercise: Perform a Competitive Analysis

  • How are competitors targeting new customers?
  • What is their creative strategy? Examples?
  • Where are the holes or opportunities?
  • 3-minute share session


  • Metrics
  • Web Analytics
  • Reporting
  • Optimization
  • Creating and presenting a plan


Class Discussion

Group Exercise: Brainstorm Omnichannel Strategy, Focusing on the Last 2 C’s:

Assignment: Describe the campaigns and calibration for your omnichannel strategy.

  • Which modern media marketplaces will you target (1 or 2 please)?
  • How will you target customers using that or those channels?
  • What are the success metrics and tools for tracking and measuring success?
  • 5-10 minute share session

Kelly Cutler

Program Director for the Northwestern University Medill Part-Time and Online IMC Programs

Kelly Cutler began her career at companies including Classified Ventures, and AOL. In 2003 she decided to utilize her entrepreneurial skillset to launch her first digital agency, Kona Company, which she sold in January 2014.

Cutler enjoys working with future digital marketing leaders through her teaching programs in the Integrated Marketing Communication program at Northwestern University and the Kellstadt Marketing Center at DePaul University.

Cutler has taken the role of Program Director for the Medill IMC part-time and online programs. She is also active in the philanthropic community, most recently serving on the Board of The Kindness Connection.

When Cutler is not optimizing websites, she enjoys traveling to interesting destinations around the globe with her husband and two daughters.

Training Series Location

AMA Support Center
130 E. Randolph St., 22nd Floor
Chicago, IL 60601
Phone: 312.542.9000

The AMA Support Center is right in the heart of Chicago. We’re nestled between Millenium Park and the Chicago River meaning you are just steps away from premier hotels, shopping and world-class dining. While you’re at our office, you’ll have access to work cubbies in case you need to step out and take care of something back at your office.


Recommended Hotels

Hyatt Regency Chicago
151 E. Wacker Drive
Chicago, IL 60601
Phone: 312.565.1234
Walking Distance to AMA Support Center (5 minutes)

Swissôtel Chicago 
323 E. Wacker Drive
Chicago, IL 60601
Phone: 312.565.0565
Walking Distance to AMA Support Center (8 minutes)

Fairmont Chicago 
200 North Columbus Drive
Chicago, IL 60601
Phone: 312.565.8000
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Club Quarters
75 East Wacker Drive
Chicago, IL 60601
Phone: 312.601.3400
Walking Distance to AMA Support Center (8 Minutes)

theWit Chicago – a DoubleTree by Hilton Hotel
201 N. State Street
Chicago, IL 60601
Phone: 312.467.0200
Walking Distance to AMA Support Center (7 minutes)

Homewood Suites Downtown Chicago
40 E. Grand Avenue
Chicago, IL  60611
Hotel Direct: 312-644-2222
Reserve a room now and receive a 10% discount 
Walking Distance to AMA Support Center (15 minutes)

Chicago Marriott Downtown Magnificent Mile
540 North Michigan Avenue, (Driveway Entrance on 541 North Rush Street)
Chicago, IL 60611
Phone: 312.836.0100
Walking Distance to AMA Support Center (14 minutes)

Radisson Blu Aqua Hotel Chicago
221 North Columbus Drive
Chicago, IL 60601
Phone: 312.565.5BLU (5258)
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Virgin Hotels
203 N. Wabash
Chicago, IL 60601
Phone: 312.940.4400
Walking Distance to AMA Support Center (5 minutes)

Kimpton Hotel Monaco Chicago
225 N. Wabash Ave.
Chicago, IL 60601
Phone: 312.960.8500
Walking Distance to AMA Support Center (6 minutes)

LondonHouse Chicago
85 East Wacker Drive at North Michigan Avenue
Chicago, IL 60601
Phone: 312.357.1200
Walking Distance to AMA Support Center (9 minutes)


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 NMTSM. There is not a service fee for reservations booked and ticketed via this service.


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 Support Center at (800) AMA-1150 or 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.



Integrated Marketing Communications