Columbia Business School's world-renowned marketing faculty, coupled with its superb curriculum, have catapulted the school to the forefront of the marketing world. With New York City as their backyard, students are able to leverage concepts learned in the classroom and witness marketing innovation in action at Madison Avenue, Times Square, and the Fashion District.

The Marketing Association of Columbia is pleased to contribute to the exploration of global marketing. The conference will bring together approximately 350 faculty, alumni, students and prominent leaders from the marketing field to address the theme, “From Tuning In to Plugging In: The Future of Integrated Marketing.”

The rise of interactive and new media marketing has brought new challenges to companies. Creating, building, and differentiating brands have never been more difficult. Heightened consumer fragmentation and empowerment are challenging marketers to create innovative marketing strategies that extend beyond traditional television, print, and radio media. Then there's the hype of non-traditional approaches – Internet, guerilla, viral, product placement, and interactive marketing – and the expectation that brands require an alternative marketing strategy to succeed. So what's fact and what's fiction? What works, what doesn't, and what's next?

The conference will meld the new and the old to explore how companies create effective marketing strategies by leveraging traditional and unconventional marketing approaches. We invite you to join this forum to explore the latest trends and research in the field, and foster personal and professional networks.