CHICAGO NOVEMBER 21-23, 2019

WELCOMETO THE 2019 COLLEGIATE DECA ENGAGE CONFERENCE The late world traveler Anthony Bourdain once said, “They do things big, big I tell ya: Mike Ditka big. Michael Jordan big. Bill Murray big. Oprah! It's one cultural Mount Everest after another.” His words could not have been truer when speaking about the Windy City of Chicago, Illinois! Over the next few days, you will be going behind the scenes at some of the world’s most prominent industries to gain an unprecedented inside look at your future career. You will have the opportunity to ENGAGE with professionals and gather valuable insights that help you in your future endeavors. You will also have a chance to work with hundreds of Collegiate DECA members from around the world and create memories that will last a lifetime. We couldn’t be happier to have you here!

Take advantage of the many incredible opportunities this conference will provide, and look forward to leaving a legacy that your association will treasure as the years progress. When you see any of us during the conference, let us know the amazing things your chapters are working towards this year! We would love the chance to speak with you and hear all about the fantastic milestones you and your fellow members are reaching.

Let’s get out there and make this conference one to remember!

Sincerely,

Your 2019-2020 Collegiate DECA Executive Officer Team

Virtual Experience Learning

THANK YOU TO OUR SPONSORS

WESTERN STAGE

OPENING SESSION FEATURING DESIGN FOR DELIGHTMeet your Collegiate DECA Executive Officer Team who will welcome you to Chicago and introduce the ENGAGE Case Study Challenge.

When it comes to solving an important problem, there’s a whole world of possibilities that a team could pursue. Design for Delight (D4D) is the set of guiding principles for solving that important problem. A mindset more than a process, D4D is about iterating your way to the answer through a series of intentional cycles, instead of jumping straight to a solution at the start. That iteration helps the team go broad, narrow, and gain confidence in their ideas along the way. Design for Delight’s goal is to help students create awesome solutions that people will truly love. When we create solutions people love, it dramatically improves our businesses, our lives and ourselves. Delight is critical because it’s not enough anymore just to meet someone’s expectations. True innovation is about exceeding those expectations so that people recommend our solutions to others. Each principle includes a variety of techniques which can be used to improve the chances of success when exploring new ideas. Anyone can learn these principles, and anyone can use them to improve the world around them.

DAVID ZASADAVice President Education Intuit Education

NETWORKING RECEPTION WITH DECA’S NATIONAL ADVISORY BOARDSponsored by

SPIN Chicago is an iconic ping pong social club with vibrant energy. At SPIN’s core is the drive to connect through ping pong—a game that transcends age, gender and boundaries. SPIN will welcome Collegiate DECA members, advisors and National Advisory Board partners for an evening of small bites, networking – and, of course, time to be #unitedbypingpong! Dress is smart casual for business.

4:00 PM - 6:00 PM

THURSDAY NOVEMBER 21

It’s about an 11 minute (0.5 mile) walk from the Holiday Inn Mart Plaza. Head north on N Orleans St toward Kinzie St. Turn right onto Kinzie St. Turn right on to W Kinzie St. Turn right onto N State St. Slight right to stay on N State St. Destination will be on the right.

REGISTRATIONSAUGANASH BALLROOM6:00 PM - 7:30 PM

SPIN CHICAGO8:00 PM - 9:30 PM

SPIN CHICAGO344 N State Street, Chicago, IL

JOSH PHELONHigher Education Leader Intuit Education

UNLEASH THE LEADER IN YOURSELF AND OTHERSWe are all leaders! For 27 years, Mike Muriel has immersed himself in the topic of leadership. Learn strategies that bring out the leader in you and in turn those around you.

Mike began his professional career in 1992 selling Cutco Cutlery upon his graduation from Williams College. He quickly established himself as a top sales representative and manager in the area and then nationally. He earned a promotion to run the Chicago division, breaking and setting multiple national sales records and earning a spot in the Vector/Cutco Hall of Fame. As a result, he is the only division manager to earn a role as Region Sales Manager in over 25 years.

Mike has made a career of living his dreams and empowering others to do the same. He is the founder and principal of a leadership & sales management consulting group. He is passionate about growing himself and others to contribute to their highest calling. His interests are travel, art history, sailing, fine dining, yoga, mindfulness, politics, but he most enjoys time with his wife, two boys and puppy.

CUSTOMIZATION AND PERSONALIZATION IN THE CUSTOMER EXPERIENCE PANELPersonalization is done by the system being used, while customization is done by the user. While different, both can enhance the customer experience. This panel will share how their companies are using personalization and customization in marketing and the customer experience.■ Jolanta Jablonski | NAPA

■ Sara Jern | AWAY

■ Joy Kelly | NAPA

■ Kristen Miller | Equity Residential

■ Matt O’Brien | Knowledge Matters

■ Gina Patrick | Men’s Wearhouse

FRIDAY NOVEMBER 22

SAUGANASH BALLROOM8:30 AM - 9:30 AM

SAUGANASH BALLROOM9:45 AM - 10:45 AM

MIKE MURIELRegional ManagerVector Marketing

THE LASALLE ROOM WILL BE AVAILABLE FROM 8:00 AM - 5:00 PM FOR CASE STUDY PREPARATION.

LUNCH

BONVOY! MARRIOTT IS CHANGING THE FACE OF TRAVELDoreen Burse, Vice President Global Sales, North America shares insight on how Marriott International, the world’s largest hotel company curates its brands with the next generation traveler in mind. She will also touch on some of the award winning programs that Marriott has developed and what the future of travel holds!

Doreen is responsible for leading Marriott’s North American Global Sales Organization of 200+ sales professionals driving $12B in annual top line sales. This team is responsible for representing Marriott’s 30 brands to our largest and most high valued B2B customers which include national associations and multi-national & global corporate accounts. Doreen is also responsible for leading luxury sales segment specialists and ensuring the execution of Marriott’s luxury strategy.

Serving for more than 30 years at Marriott, Doreen’s experience is broad ranging. She held a variety of leadership positions in finance, procurement, branded concepts and global sales, most recently as Vice President, Global Sales, Corporate Accounts.

Doreen is a mentor to many, a training facilitator for Marriott’s Sales School and a frequent industry panel speaker. She is a member of Global Business Travel Association (GBTA – Alternative Payments Committee 2016-2018), Association of Corporate Travel Executives (ACTE - US Council Member 2014-2016), Meeting Professionals International (MPI – Global Board of Trustees, Foundation Board Member 2016 -2018), Professional Convention Management Association (PCMA), AMC Institute (Board of Directors, Associate Member- 2018-2019) & WINiT (Women in Travel & Meetings) & Hospitality Sales & Marketing Association International (HSMAI). She also actively supports several industry organizations including Meetings Competitive Advantage Forum (MCAF).

SAUGANASH BALLROOM11:00 AM - 12:00 PM

ON YOUR OWN12:00 PM - 12:45 PM

DOREEN BURSEVice President, Global Sales, North America Marriott International

Many of the EduTours are within walking distance of the hotel. Use the GPS on your phone for accurate directions to the address provided on your personalized scheduled.

EDUTOURSEngage in conversations and coaching with corporate executives, participate in behind-the-scenes tours and learn industry trends during unique off-site visits. Check out your personalized schedule for information about your assigned EduTours. We thank the following companies for hosting EduTours in Chicago.

OFF-SITE VENUES1:00 PM & 3:00 PM

BY APPOINTMENT

KEYS TO BECOMING THE ULTIMATE COLLEGIATE DECA CHAPTERLearn how to unlock your chapter’s full potential through a three-part workshop that focuses on chapter growth and development, team building and fundraising, hosted by Anthony Fakhoury, Michelle Le and Max May.

HOW TO BE A COMPETITION SUPERSTAREvery DECA member envisions winning, but the vast majority don’t. Why is that? In this workshop, Drew DuBoff and Lindsay Joyner dish out the secrets they’ve used to stand out from the competition and become national champions. You’ll discover your unique competitive advantage and understand how to position yourself for success amongst a sea of other high-performing competitors.

8:30 AM - 10:45 AM

SATURDAY NOVEMBER 23

CASE STUDY PRESENTATIONSIn your competition teams, you’ll present your ideas around customization and personalization to industry professionals at your assigned competition time. Top performing teams will be recognized at the closing session.

SAUGANASH BALLROOM9:00 AM - 9:45 AM

SAUGANASH BALLROOM10:00 AM - 10:45 AM

CLOSING SESSION FEATURING LESSONS FROM GEEKDOMYour Collegiate DECA Executive Officer Team will recognize the winners of the ENGAGE Case Study Challenge following a thought-provoking keynote.

Matt Meuleners is a geek. There was a time when that label meant teasing and social anxiety, but the years have revealed a surprising number of valuable life lessons from the experience. In his heartfelt and humorous message, Matt shares a wisdom one can only learn from Rock-Paper-Scissors, off-brand jeans and Star Trek. Matt will challenge members to understand their passion, embrace it and share it with the world without shame. Return to your campus with a new perspective on acceptance, personal leadership and the wisdom of geeks.

With over 20 years of experience as a speaker, trainer, and talent development professional, he is an expert in leadership development who specializes in program design and delivery, mentoring programs, training audits and presentation skills coaching. Matt holds an MBA from the University of Wisconsin: Milwaukee and a bachelor’s degree from the University of Wisconsin: Madison. He teaches Training & Development at Marquette University as an adjunct professor.

SAUGANASH BALLROOM11:00 AM - 12:00 PM

MATT MEULENERSExecutive TrainerFOCUS Training