Posted on September 19, 2017
In less than two months I’ll be in Atlanta for the American Marketing Association’s 2017 Symposium for the Marketing of Higher Education (AMA Higher Ed for short). This is the first time I’ll be attending in back-to-back years, and today I’m looking back on highlights from the 2016 conference, ten months later.
The AMA Higher Ed Conference brings together over 1,000 higher ed marketers from both campuses and agencies, making it an excellent place to meet old and new friends and colleagues. Among the most memorable meetings were folks I had known for awhile but was meeting in person for the first time.
I generally reserve curse words for emphasis, and felt they were appropriate in this context. The keynote was that good.
— Dr. Liz Gross (@lizgross144) December 5, 2016
Don’t just take my word for it. You can read his speech in its entirety: The Rise of the Fifth Estate. This was the first speaker I ever heard clearly articulate what has now become a common theme in higher education: the importance of the crowd and public perception.
Not all sessions at AMA Higher Ed are the same. There are 45 minute sessions, 90 minute advanced sessions, a 9×5 that features nine five-minute talks, and roundtable discussions. One of the sessions that I still remember from 2016 is 5 Ways to Build A More Rewarding Marketing Career, an advanced session that featured a six-person panel of professionals at various stages of their career and leaders from search firms.
Three points from that session still resonate with me today.
Another strong contender for most memorable session was also an advanced session: Informed Action: Using Market Research to Align Campus Stakeholders and Drive Strategic Success. Obviously, it was full of brilliant content because the title is very long and includes a colon. 😀
This session focused on putting market research into action with real-world case studies from Butler University, NC State University and Missouri S&T. There were two big takeaways for me:
6 Reasons Market Research is Important
I already know market research is important, but these folks gave me a handy list.
Diving Into Brand Equity
This session also revealed a key resource I still need to look into – David Aaker’s thinking on brand equity.
While these were the high points, I tend to power tweet when I’m at a conference, and AMA Higher Ed 2016 was a prime example of that. You can see everything I’ve ever said about AMA Higher Ed (even going back to the 2012 conference) on Twitter.
If you went to AMA Higher Ed 2016, what do you remember? Will I see you in Atlanta in November for the 2017 edition?
Note: AMA asked me if I would be interested in taking part in a trial influencer program for this year’s conference. I accepted, because I was talking about the conference all the time anyway. All the thoughts shared in this post are authentically mine – they’re based on my actual notes from the conference. In exchange for participating in the influencer program, AMA is providing me with one free year of membership.Leave a Comment