MarketingAlways Evolving

34th Annual International Collegiate ConferenceMarch 22-24, 2012 | New Orleans, Louisiana

Connecting. Informing. Advancing.

The AMA International Collegiate Conference is one of the best investments you can make as an aspiring marketer.

Our 2012 Conference will be particularly

helpful as you prepare to set out into a

world where the career landscape is shifting

dramatically, and new tools for marketing are

changing the way marketers do business.

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As future marketers, you need to learn from the past in order to succeed in the future. This year’s Conference will feature a wide array of speakers to provide information on how marketing has evolved for them and what you can do to improve your own skills.

Our opening keynote speaker will be John Militello, Group Manager - Creative Innovation, for YouTube/Google. So, what is a marketer’s job at Google and YouTube? John says: “Our job is turning passive video viewers into active brand advocates...and if we do our job right, happy customers will tell more friends.” You’ll hear from digital media experts, Tom Martin of Converse Digital and Joshua Waldman of Career Enlightenment. Building brand loyalty is a specialty of companies like the Marketing Store, Nielsen Company, Carnival Cruise Lines, Adidas, and Harrah’s- New Orleans. Rich Bruer of R. Bruer Company will speak on the hot topic of sustainability in marketing, and Suzanne Zazulak Pedro of Protocol Praxis offers a cutting-edge approach to business etiquette and manners. Even etiquette is evolving!

The AMA International Collegiate Conference is also about networking. Throughout the Conference you’ll have the chance to connect with hundreds of student peers and marketing professionals. The person sitting next to you today could be the key to your success tomorrow!

On Thursday, you’ll meet representatives from other chapters at a dynamic T-shirt Exchange and Social Scramble. Wear your chapter T-shirt and bring an extra to trade! The chapter that wins Best Chapter T-Shirt will get reserved seating, front and center, at Saturday’s awards banquet. Also taking place Thursday will be the Pearson Case Competition Finals, SABRE Business Simulation, and everyone’s favorite- the Chapter Exhibits. The Opening Session and Keynote is at 7pm, with Exhibits being shown at 8:30 pm.

On Friday, you’ll hear from our Career Partners at 9:00am in a special Experience Speaks session. At noon is the Career Fair & Luncheon, where you can jump-start your career by meeting and networking with top employers in the U.S. Other Experience Speaks sessions run throughout the afternoon, followed by the Competitions Ceremony, where we announce winners of the Website Competition, Chapter Exhibits, SABRE Business Simulation, AMASavesLives, and Pearson Case Competition. It’s sure to be an educational and exciting day that ends on a high note for our hard-working teams and chapters!

On Saturday, we’ve added even more Leadership Sessions on how to improve your chapter and yourself, including Team Building Sessions with the popular Jim Reed. Be sure to sign up onsite for one of his fun-filled, energetic sessions, which are always among the top-rated events of the Conference. Saturday evening is the Awards Banquet, where we announce the top chapters of the year, along with Student Marketer of the Year. (The banquet ends at 9:00 pm, so make travel arrangements accordingly).

We hope you’ll join us, March 22-24, 2012 in New Orleans, for this fun and educational event that can expand your network and help launch and evolve your own marketing career!

Tim BirrittellaConference Co-Chair, Florida International University

Lauren Skinner BeitelspacherConference Co-Chair, Portland State University

The theme of the 34th Annual International Collegiate Conference

is Marketing: Always Evolving. Just look at how marketing

the 4 P’s has evolved and changed over the years:Products are more advancedPrices are cheaperPlacement is now onlinePromotion is done through social media

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Social Scramble and T-shirt ExchangeConference attendees will interact in a fast-paced Social Scramble to meet and exchange business cards for a chance to win an exciting prize! The T-shirt Exchange is a popular annual event, as chapters should bring a few chapter or school t-shirts to exchange with other AMA student members. Remember the conference theme of Marketing: Always Evolving as you make your chapter t-shirts. Attendees will vote on the “Best Chapter T-shirt”, with the winning school getting reserved seating at Saturday night’s Awards Banquet!

What to Expect at the ConferenceIs this your first time attending the AMA International Collegiate Conference? Join us for a quick informative session on Thursday that will explain the Conference schedule, and recommend some of the “can’t miss” activities happening throughout the weekend!

Competition CeremoniesWe’ve divided the Competition Ceremonies into two nights, Friday and Saturday. Friday’s Ceremony announces the winners of the Website Competition, Chapter Exhibits, SABRE Business Simulation, the many AMASavesLives Competitions, and the Pearson Case Competition. It will also feature an exciting keynote speaker, so don’t miss it!

Saturday’s Awards Banquet will feature a buffet-style dinner, appropriate cocktail wear or business attire, and the announcement of chapter awards and Platinum Chapter of the Year!

Competitions and Awards•PearsonCaseCompetitionNEW!•OutstandingMarketingWeekCompetition•StudentMarketeroftheYear(Sponsored by Macy’s)

IMPROVED!•AMASavesLivesCompetitionsIMPROVED!•MembershipRecruitmentCampaign

Competition NEW!•BestChapterT-shirt•SABREBusinessSimulation•NorthwesternMutualSalesCompetition•WebsiteCompetition•ChapterExhibits•BestFacultyPaper•HughG.WalesFacultyAdvisoroftheYear•AMAFacultyAdvisorLifetimeAchievementAward•ChapterPlansandAnnualReports,including

Platinum Chapter of the Year

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What’s Special for 2012?

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TWEETTWEET

Follow Us on Twitter and Tweet Live from the Conference

@collegiateconf / #amaicc

Pearson Case Competition FinalsThursday, March 22, 8:00 am - 5:00 pm

On Thursday, the finalists of the Case Competition will vie for the top prize as they present their ideas and concepts for this year’s Case. By applying marketing knowledge and savvy, teams develop an integrated marketing communications (IMC) plan for Prepare, Pearson Learning Solutions’ new service concept that will offer home schooled and pre-college students the opportunity to take online, self-paced introductory and general education courses. Set to launch in fall 2012, Prepare is a real world marketing problem for which participating AMA chapters have developed real world solutions! If you did not participate in the Case Competition this year, we encourage you to attend the

“Winning Case Presentation,” scheduled for Saturday at 12:30pm to learn some tips on how to enter in 2012-13.

Northwestern Mutual Sales CompetitionSaturday, March 24, 9:00 am - 1:00 pm

A popular individual competition, students in the Northwestern Sales Competition will compete in a peerto peer simulated sales competition and earn cash prizes! Registration for this competition is currently open, but space is limited to the first 50 people. For more information, click here.

SABRE Business SimulationThursday, March 22, 8:00 am - 4:00 pm

This year at the AMA International Collegiate Conference, teams of students are again invited to participate in the SABRE (Strategic Allocation of Business Resources) business simulation competition. Student teams of 3-6 take over as the management of a simulated business. They must manage a portfolio of products or services as they compete directly with other teams for market share and profit. Plan to pit your marketing skills against your peers for a fun and education experience!

Limited space is available, so sign up early! Student teams must be composed of 3-6 AMA members, and must be registered to attend the Conference by February 26, 2012. Teams will need to supply two PCs with Windows 2000 or later, and sufficient rights to install SABRE software. For more information on SABRE, click here.

Collegiate Chapter ExhibitsThursday, March 22, 8:30 pm - 10:00 pm

After the official Conference opening session, students and faculty are invited to participate in the exciting Collegiate Chapter Exhibits Session. These exhibits, presented in trade show fashion by AMA Collegiate Chapters, give the chapters an opportunity to be creative, while showing off their accomplishments. Numerous awards are given for best displays and Best Use of Conference Theme, as well as Best Chapter Exhibit!

Conference Highlights

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Faculty SessionsSpecial sessions have been planned specifically for AMA’s faculty advisors, including Faculty Paper Presentations. Take advantage of these sessions, and be sure to attend the networking functions to meet with advisors from across the country. The International Collegiate Conference is the place to be for advisors who want to share ideas, learn from other chapters, and hear success stories.

Experience Speaks SessionsFriday, March 23, 9:00 am - 9:45 am, 10:00 am - 10:45 am, 11:00 - 11:45 am, 3:00 pm - 3:45 pm & 4:00 pm - 4:45 pm

Successful marketing professionals share their accumulated wisdom about the current state of marketing, how it has evolved, and the tools you need to be successful in today’s marketplace. This year’s group of marketing professional speakers will present on a mix of topics from career, to social media, sustainability, to etiquette- all things to take your marketing career to the next level!

Career Fair & LuncheonFriday, March 23, 12:00 pm - 3:00 pm

Launching a career in this difficult employment climate is a huge challenge for college students across the nation. Our Career Fair & Luncheon is set up to give you an opportunity to network for companies that are recruiting for internships and full-time positions.

Maximize your Career Fair experience…Meet with some of the top recruiters during the 3-hour Career Fair & Luncheon. And also hear from some of our Career Partners during their Experience Speaks sessions.

Bring plenty of resumes and business cards! Practice that handshake, and prepare ahead of time for the Career Fair by reading some helpful articles at AMA’s College2Career website!

Competitions Ceremony & Special KeynoteFriday, March 23, 5:00 pm - 6:30 pm

Friday’s Ceremony announces the winners of the Website Competition, Chapter Exhibits, SABRE Business Simulation, the many AMASavesLives Competitions, and the Pearson Case Competition.

It will also feature an exciting keynote speaker, so don’t miss it!

Leading Your Chapter to SuccessSaturday, March 24, 9:30 am - 10:15 am, 10:30 am - 11:15 am & 11:30 am - 12:15 pm

Chapter Leadership Sessions are the place to discuss and share ideas related to fundraising, community service, regional conferences, small school opportunities, professional development, and competing in the annual awards program. This is a great opportunity for successful chapters to share their experiences and for others to learn from them. An additional session has been added this year, allowing even more opportunities to get excited about success.

Awards BanquetSaturday, March 24, 6:30 pm - 9:00 pm

End the 34th Annual AMA International Collegiate Conference with the fun Awards Banquet. Join the excitement as we recognize the accomplishments and efforts of your fellow AMA Collegiate Chapters and peers, as we announce Top Chapters, Student Marketer of the Year (Sponsored by Macy’s), the Hugh G. Wales Faculty Advisor of the Year, as well as 2011-12 Platinum Chapter of the Year. Dinner will be served buffet-style, dress is appropriate cocktail attire or business attire. That means, look snazzy (but professional)!

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Conference Schedule

Student ProgramWednesday, March 21Registration Pickup4:00 pm - 6:00 pm (Case Competitions and SABRE participants ONLY)

Thursday, March 22 Conference Registration7:30 am - 7:00 pm

Pearson Case Competition Finals8:00 am - 5:00 pm

SABRE Business Simulation8:00 am - 4:00 pm

Exhibit Setup8:00 am - 3:00 pm

Exhibit Preliminary Judging3:45 pm - 4:45 pm

Social Scramble/T-shirt Exchange4:15 pm - 5:15 pm

President and President-Elect Networking Session5:30 pm - 6:30 pm

Opening Session and Keynote7:00 pm - 8:30 pm

Exhibit Session8:30 pm - 10:00 pm

Friday, March 23Conference Registration8:30 am - 4:00 pm

Conference T-shirt Pickup8:30 am - 10:00 am

Career Partners Experience Speaks9:00 am - 9:45 am

Experience Speaks10:00 am - 10:45 am & 11:00 am - 11:45 am

Career Fair & Luncheon 12:00 pm - 3:00 pm(Lunch from 12 pm - 1 pm)

Team Building Session1:00 pm - 2:45 pm

SABRE Recap2:00- 2:45 pm

Experience Speaks3:00 pm - 3:45 pm &4:00 pm - 4:45 pm

Competitions Ceremony5:00 pm - 6:30 pm

Saturday, March 24Conference Registration8:30 am - 12:00 pm

Northwestern Mutual Sales Competition9:00 am - 1:00 pm

Leadership Sessions9:30 am - 10:15 am10:30 am - 11:15 am & 11:30 am - 12:15 pm

Team Building Session12:00 pm - 1:45 pm

Winning Case Presentation and 2013 Case Introduction12:30 pm - 1:45 pm

Team Building Sessions12:45 pm - 2:30 pm2:45 pm - 4:30 pm

Awards Banquet6:30 pm - 9:00 pm

Faculty ProgramThursday, March 22Annual Awards Judging12:00 pm - 5:00 pm

Faculty Reception5:00 pm - 6:15 pm

Opening Session and Keynote7:00 pm - 8:30 pm

Jazz Club Faculty Networking9:00 pm

Friday, March 23Faculty Paper Presentations10:00 am - 11:45 am

Faculty Luncheon (And abstract presentation/table topics) 12:00 pm - 3:00pm

Competitions Ceremony5:00 pm - 6:30 pm

Saturday, March 24Faculty Breakfast9:00 am - 10:15 am

Chapter Leadership Sessions9:30 am - 10:15 am & 10:30 am - 11:15 am &11:30 am - 12:15 pm

Winning Case Presentation and2013 Case Introduction12:30 pm - 1:45 pm

Awards Banquet6:30 pm - 9:00 pm

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Opening Keynote SessionThursday, March 22, 7:00 pm

John MilitelloGroup Manger - Creative InnovationYouTube/Google Audience behavior has changed and traditional advertising no longer works Google and YouTube are partly responsible for this change and perfectly positioned to create the new model. So, what are our job as marketers? Our job is turning passive video viewers into active brand advocates...and if we do our job right, happy customers will tell more friends.

Experience Speaks SessionsFriday, March 23

Successful marketing professionals share their accumulated wisdom about the current state of marketing, how it has evolved, and the tools you need to be successful in today’s marketplace. This year’s group of marketing professional speakers will present on a mix of topics from career, to social media, sustainability, to etiquette- all things to take your marketing career to the next level!

Following is a list of confirmed presenters. Morning and afternoon sessions are both repeated, allowing you to hear many different presentations. Topics and more speakers to be announced as they become available!

Roger Adamson, Harrah’s New Orleans Michaela Barbour, the Nielsen Company Rob Borden, Carnival Cruise LinesRich Bruer, R.Bruer CompanyGordon Chisholm, Bacardi USATom Martin, Converse DigitalBert Oliva, Bert Oliva Wealth Academy Suzanne Zazulak Pedro, the Protocol PraxisJoshua Waldman, Career EnlightenmentJeff Zelaya, MediaWhiz

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Conference Speakers

8 Marketing Always Evolving

Conference Sponsors

Get a Head Start on Your Marketing Career at the Career Fair on Friday!Launching a career in this difficult employment climate is a huge challenge for college students across the nation. Our Career Fair & Luncheon is set up to give you an opportunity to network for companies that are recruiting for internships and full-time positions.

Meet with some of the top recruiters during the 3-hour Career Fair & Luncheon. Bring plenty of resumes and business cards, as some representatives will be setting up interviews on site! Practice that handshake, and prepare ahead of time for the Career Fair by reading some helpful articles at AMA’s College2Career website!

Dress for Conference Success!Thursday, March 22Chapter casual (Chapter T-shirts, jeans/shorts, sneakers, etc.)

Friday, March 23Business casual (Dress shirts, polos, khakis/slacks, dresses, blouses, knee-length (or longer) skirts, nice shoes. NO jeans, shorts, or sneakers)

Saturday, March 24 DaytimeBusiness casual (See Friday)

Saturday Evening Awards Banquet Business attire or appropriate cocktail attire (Suits, including ties and jackets for men, dress shirts, slacks, nice shoes, business suits for women, or appropriate cocktail dresses, shoes)

Calling all Presidents & Presidents-Elect!Join your fellow AMA presidents in this special networking session (Thursday at 5:30 pm) to honor the hard work and dedication you have given to AMA. Get to know your fellow chapter presidents from the Collegiate Chapter Presidents’ Council, and have some “presidential fun” before the Conference officially kicks off at 7:00pm. This event is invite-only and invitations will be in your conference registration packet. Email collegiate@ama.org to be put on the invite list.

Career Fair

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Sheraton New Orleans 500 Canal StreetNew Orleans, LA 70130Phone: 1.504.525.2500Fax: 1.504.595.5552

Hotel Website: www.sheratonneworleans.com

For Reservations: 1.888.627.7033 or visithttp://www.starwoodmeeting.com/Book/2012AMA

Located on historic Canal Street just steps from the French Quarter, the Sheraton New Orleans Hotel is a short walk from Bourbon Street, Riverwalk Marketplace and the city’s many other attractions.

Arise to a breakfast of beignets and café au lait. Lounge in the lobby with the new Link @ Sheraton powered by Microsoft. Spend an afternoon shopping Royal Street and the French Market. Relax in Jackson Square or dine at a world famous restaurant in the French Quarter. Hear the sultry tones of a late night jazz show. And place yourself in the middle of it all right here.

Hotel Rates$219 Single/Double Occupancy$229 Triple/Quad Occupancy

Rates are subject to applicable state & local taxes, currently 13% & a $3.00 occupancy tax per room per night (subject to change without notice)

The group rate reservation cut-off date is February 22, 2012.

The AMA has negotiated special group rates for the AMA International Collegiate Conference. You must make your hotel reservations by February 22, 2012 and properly identify yourself to qualify for the special group rate. After February 22, 2011, the rooms will be released for sale to the general pu2lic, and all reservations will be accepted on a space available basis at the hotel’s available rate - not at the group

rate. A deposit equal to (1) one night’s stay is required to hold each reservation. Such deposit shall serve to confirm the reservation for the date(s) indicated, and, upon, check-in, shall be applied to the first night of the reserved stay. The deposit is refundable if cancellation notice is received at least seventy-two (72) hours prior to arrival and a cancellation number is obtained. Check in time is 3:00pm, and check out is 12:00pm. Anyone arriving earlier than 3:00pm will be checked in as soon as room(s) become available. Guests checking out early will be assessed an early departure fee of $100.00 plus tax. Upon check in, guests will be asked to verify their departure date. At that time, scheduled departure dates may be altered.

To make online reservations, please visit the following website: http://www.starwoodmeeting.com/Book/2012AMA

Hotel ParkingValet parking service is available on a first come first serve basis (spaces are limited and oversized vehicles are not permitted). Vehicles are secured in a covered garage adjacent to the hotel. The overnight parking rate for cars is $36.96 including tax per night (subject to change without notice).

ADA AccessibilityAMA 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 our Meeting Services Department (800.AMA.1150), 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 needs directly to the Hotel when you make your reservation.

In an effort to provide the highest quality 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.

Hotel & Travel Information

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Area AirportLouis Armstrong New Orleans International Airport (MSY)Distance from hotel: 15 milesDrive time: 20-25 minutes depending on time of day & traffic

Directions: Take Interstate 10 Downtown/East/Slidell to the New Orleans Business District, exiting at Poydras St. Continue on Poydras St. to Camp St. Turn left on Camp St. Go 3 blocks & the hotel will be on the right side on the corner of Camp & Canal.

Shuttle ServiceAirport Shuttle New Orleans is the Official Ground Transportation Provider for the Louis Armstrong New Orleans International Airport. They offer transportation to and from Downtown & Uptown New Orleans Hotels, the French Quarter, the Ernest N. Morial Convention Center, and the Cruise Terminals.

Fares are $20.00 one way and $38.00 round trip (fares are subject to change without notice). For more information please call 1 504.522.3500 or visit www.airportshuttleneworleans.com.

Arrival: If purchasing your ticket(s) at the Airport, proceed to the baggage claim area on the ground level. After you have retrieved your luggage, proceed to the Airport Shuttle Ticket Desk, located across from baggage claim areas 3, 6 and 12. Service is available on a continuous basis with vans departing approximately every 30 minutes.

Departure: For Departure Reservations, please call 1.504.522.3500 no later than 24 hours prior to your flight. Your advance reservation will ensure your timely departure from the Airport. Domestic flights require passengers to arrive 2 hours prior to flight departure. International flights require passengers to arrive 3 hours prior to flight departure. Please inform the Reservations of any international flight in order to schedule an earlier pick-up time.

For more ground transportation options please visit the Louis Armstrong International website at http://www.flymsy.com.

TaxisTaxis are readily available at the Louis Armstrong New Orleans International Airport. Rates are approximately $35.00 one-way from the airport to the Sheraton New Orleans (rates are subject to change without notice). The hotel Doorman will be happy to assist you with taxis during your stay.

Rental Car DiscountsNational Car RentalGo National. Go Like a ProAs an American Marketing Association member, you’ll get up to 20% off rentals at National Car Rental. And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car.

To enroll now, click here: www.emeraldclub.com.

To make a reservation online click here:https://www.nationalcar.com/index.do?action=/hotDealsTemplate&msg=national-ama

Or call National Car Rental at 1-800-CAR-RENT® and reference Contract ID AMA7745 at the time of reservation.

Alamo Rent-A-CarDrive Happy with AlamoWhere American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver’s license, major credit card and an existing reservation. It’s that easy.

To make a reservation click here: https://www.alamo.com/index.do?action=/hotDealsTemplate&msg=alamo-ama.

Or call Alamo Rent A Car at 1-800-462-5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-CarGreat Cars. Low Rates. Free Pick-up. When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we’re always nearby at more than 6,000 neighborhood and airport locations.

Reserve and Save: http://www.enterprise.com/car_rental/deeplinkmap.do?bid=002&cust=AMA7745&cm_mmc=AMA-_-Discount-_-AMA7745-_-null

Pick-up and drop-off service is subject to geographic and other restrictions.

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34th Annual AMA International Collegiate ConferenceMarch 22-24, 2012 Sheraton New Orleans New Orleans, LATo register, complete and submit this form or register online at MarketingPower.com/Collegiate2012

Your Information All participants must complete a registration form.

Register by February 26 and Save!

Registration Form

Registration InfoFaculty AdvisorsPlease complete this form for your complimentary registration and fax or email to Elisa Rogge: Fax 312.922.3649 or ERogge@ama.org

StudentsOnline: Register with a credit card at MarketingPower.com/Collegiate2012

Phone: Register by phone with credit card by calling Customer Service 800.AMA.1150 (800.262.1150)

Mail: Register with a check, money order, or credit card by completing this form and mailing it with payment to:

American Marketing Association Attn: Accounts Receivable 311 S. Wacker Dr., Suite 5800, Chicago, IL 60606

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Cancellation Policy: All requests for cancellation must be received in writing. Cancellations received by February 26, 2012 will receive a full refund. After February 26, 2012, a refund minus a $55 cancellation fee will be granted. No refunds will be granted on after the event start date, March 22, 2012. Submit your cancellation request in writing to collegiate@ama.org or via fax 312.922.3649. Please include Member ID#.

Male Chapter President

Female President-Elect

Please check here if you require specific aids or services during attendance at the Conference. AMA must receive ADA requests two weeks in advance of the Conference to accommodate.

Please check here if you require a vegetarian option at provided meals.

Please check here if you require a kosher option at provided meals.

Conference FeesAMA Collegiate Members

AMA Member ID#

$195 ($220 after February 26, 2012)

Non-Members

$240 ($265 after February 26, 2012)

Faculty Advisors – Complimentary

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AMA Member ID#

Name

University

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City/State or Province

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