Leading the Marketing Planning Initiative

Summit Executive Centre
Chicago, IL 60601-5922
7/31/2013 8:00 AM - 8/1/2013 5:00 PM
Register before 7/3/2013 12:00 AM for early registration fee

​Listen to a sneak peek Leading the Marketing Planning Initiative Podcast by Instructor Greg Marshall, Charles Harwood Professor of Marketing and Strategy, Crummer Graduate School of Business at Rollins College.

Download Leading the Marketing Planning Initiative Brochure >>

A great marketing planning process can make the difference in whether an organization maximizes its opportunities for success or just treads water. Game-changing new strategies can result from a marketing plan—it’s a very powerful tool—but all too often, it is a tool that is either underutilized or misapplied. Attendees will leave this session with a wealth of knowledge and improved skills needed to lead their firms’ marketing planning to the next level of success.

We approach marketing plans systematically and from a best-practices perspective. Attendees are invited to bring their own marketing planning challenges and opportunities to the session. The session is conducted by an experienced marketing planner who will employ a variety of learning approaches including the sharing of best practice ideas among the group, breakouts and feedback, application exercises and a plan of attack to take home to lead your own marketing planning process.

Leading the Marketing Planning Initiative - Learning Objectives

  • How can you lead and influence the success of your organization’ marketing planning process?
  • Who are your critical organization partners in planning, and how can you motivate their participation and cooperation?
  • What is the current thinking on key elements of a marketing plan, and how and why is each element critical to the process?
  • Where can you source information for the various parts of the plan?
  • What should you leave in or leave out?
  • How should you “package” the plan for upper-management and broad organizational buy-in and action?
Leading the Marketing Planning Initiative - Who Should Attend
 
Individuals at any level of an organization can benefit from this session so long as they currently are, or plan to be, involved in driving the marketing planning process within their firms. This may include marketers or others. The session is equally beneficial for both for-profit and nonprofit organizations, as well as for both firms that are primarily service- and product-oriented. Also, because the focus is on best practices in leading the planning process, B-to-B and B-to-C channels of distribution are both welcome to the session. Of course, entrepreneurs have much to gain from the session, as well.
 
About the Instructor
Greg W. Marshall

Leading the Marketing Planning Initiative Schedule

Day 1

8:00 a.m. – 8:30 a.m. Registration and Continental breakfast
8:30 a.m. – 5:00 p.m. Program (includes lunch, morning, and afternoon breaks)

Classroom Approach: Active! With discussion, idea sharing, tabletop exercises, application breakouts

Session overview
  • Introductions, goals, game plan for the days
Marketing planning update circa 2013
  • What are the big challenges?
  • What are the best practices?
  • What are the common “big mistakes”?
  • Culture for marketing planning
What does your organization want out of marketing planning?
  • What’s the desired end game?

  • Who currently “owns” the process?

  • What stakeholders are currently involved versus what stakeholders need to be involved?

  • What is your current versus desired/optimal role in the process?

  • How to rectify all of the above
Owning up to your organization’s current situation: reality versus pie-in-the-sky assessments
  • Work with factors you can’t control
  • Make the most of factors you can control (or at least impact)
  • Hold up the mirror – an honest assessment of organizational competencies
 Step back and critically assess your current offerings
  • What are your present offerings?
  • What should/could they be?
  • What are your competitors doing?
  • Crystal ball time: what will your competitors be doing next year and later?
 Served market
  • Who are your markets and customers? 
  • Who should/could they be?
  __________________________________________
 
Day 2

8:00 a.m. – 8:30 a.m. Registration and Continental breakfast
8:30 a.m. – 5:00 p.m. Program (includes lunch, morning, and afternoon breaks)

Classroom Approach: Active! With discussion, idea sharing, tabletop exercises, application breakouts

Where do you want to take your offerings?
  • The new segmentation
  • Prioritize the segments: target marketing
  • What the heck is positioning strategy?
Nuts and bolts: Let’s work through each of the critical strategy areas (4 P’s and other delights)
  • Hone the offering - The core offering (whether product or service, B2B or B2C, for-profit or nonprofit)
  • Deliverables surrounding the core offering
  • Brands, brands, brands
  • Pricing the offering
  • Supply chain/channels/service delivery
  • The Integrated Marketing Communication (IMC) Suite
  •  “Old media” and “new media”
  • The sales force – marketing’s friend or nemesis?
 Trials and tribulations in marketing plan implementation
  • Connect plan success to necessary internal/external stakeholders to make it happen
  • Market the marketing plan internally
  • Anticipate and deal with bumps along the way
Gauge the success of the plan
  • Make adjustments along the way

  • Contingency planning, anyone?
Do it all over again
  • Make marketing planning part of your organizational DNA
  • Integrate the process into organizational performance management systems
Your personal charge on leaving our session
  • Take home a leadership plan of attack
  • You will make a difference
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​Conference Center Location 
Summit Executive Centre
205 North Michigan Avenue, 10th Floor
Chicago, IL 60601-5922
Phone: 1 888.887.2070 or 1 312.938.2000
Fax: 1 312.861.0324

 
Located in the heart of downtown Chicago on the northeast corner of Michigan Avenue and Lake Street (two blocks South of the Chicago River), Summit Executive Centre is just steps away from Millennium Park as well as the City's premier hotels, shopping and entertainment.
The Summit is conveniently located near two international airports: O'Hare (18 miles) and Midway (11 miles).
It is also within a three to eight minute walk of six of Chicago's finest hotels, connected to two of them (the Swissôtel and Hyatt Regency Chicago) through an enclosed concourse and literally steps away (140 to be exact) from the rear exit of the Fairmont to the side entrance of the facility.

Recommended Hotels
Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive
Chicago, IL 60601
Phone: 1 312.565.1234
Reservations: 1 800.233.1234
Walking Distance to Summit (3 minutes)

Swissôtel Chicago
323 E. Wacker Drive
Chicago, IL 60601
Phone/Reservations: 1 312.565.0565
Walking Distance to Summit (5 minutes)

Fairmont Chicago
200 North Columbus Drive
Chicago, IL 60601
Phone/Reservations: 1 312.565.8000
Walking Distance to Summit (Less than 2 minutes)

Hard Rock Hotel Chicago
230 North Michigan Avenue
Chicago, IL 60601
Phone: 1 312.345.1000
Walking Distance to Summit (1 Minute)

Hotel Monaco Chicago
225 North Wabash
Chicago, IL 60601
Phone: 1 312.960.8500 
Walking Distance to Summit (3 Minutes)

Hotel 71
71 East Wacker Drive
Chicago, IL 60601
Phone: 1 312.346.7100
Walking Distance to Summit (less than 2 Minutes)
Club Quarters
75 East Wacker Drive
Chicago, IL 60601 
Phone: 1 312.601.3400
Walking Distance to Summit (less than 5 Minutes)
For more information, please visit Summit Executive Centre Accommodations.

Area Attractions and Events
Please visit the Chicago Convention & Tourism Bureau for additional city information.
Conference Attire 
Conference attire is business casual.  Meeting rooms tend to be cool so you may wish to bring a sweater/jacket.
ADA
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 Meeting Services Department, 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 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.

​AMA's travel coordinator, Tower Travel Management, is available to assist with reservations.  Call 1 800.542.9700 within the U.S. and Canada.  Reservation lines are open Monday through Friday 8 a.m. – 6 p.m. CST or, you may contact them via email at association@towertravel.com.

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply.

​Alamo Rent-A-Car

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National Car Rental
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Reserve a car or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation.  Go National. Go Like a Pro.

​Directions to parking

Michigan Plaza 205/225 North Michigan Ave.

From Michigan Ave.
Take Michigan Ave south across the river to the third stop light, Lake Street., and take a right (West). Immediately turn right (North) on Garland and then right (East) on Lower South Water. Stay on the far right side of the pylons. Follow signs for 205 / 225 Michigan Plaza to the 2nd stop sign after crossing Lower Michigan Ave (Lower Columbus Dr.) and take a right (South) for one block. Take another right (West) on Lower Lake St. The entrance to the Public Parking Garage will be at the end of the street on your right.
From the North Suburbs
Take the 90/94 exit at Ohio St. and proceed East to State St., and take a right (South). At Illinois St. take a left (East). At Lower Michigan Ave. take a right (South) and proceed across the river to the second stop light, Lower South Water, (the first light is Lower Wacker Dr.) and take a left (East). Stay on the far right side of the pylons. Follow signs for 205/ 225 Michigan Plaza to the 2nd stop sign (lower Columbus Dr.) and take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.
From the South or West Suburbs
From 90/94 or I 290 follow signs into Chicago via Congress Parkway. Take a left onto Columbus Dr. Proceed north for 5 lights to South Water Street. Make a left (West) and go DOWN THE MIDDLE RAMP TO THE STOP SIGN. Make a sharp left "U" turn around the pylons back East to lower Columbus drive. (Follow signs for 205/ 225 Michigan Plaza.) At lower Columbus Dr., take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.
From LSD North/South
Exit at Randolph Street. Take a right (North) onto Columbus Drive. At the second light make a left (West) onto South Water and go DOWN THE MIDDLE RAMP TO THE STOP SIGN. Make a sharp left "U" turn around the pylons back East to lower Columbus drive. (Follow signs for 205/ 225 Michigan Plaza.) At lower Columbus Dr., take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

Park on any level P1-3, but you must pay on P-1 before exiting the garage.  Take the elevator up to the Lobby Level of the building. Proceed to the security desk for your daily pass.  Take the elevators on the left and go up to the 10th floor.

Parking Prices as of January 1, 2012 
(subject to change without notice)
$11.00 - prior to 7:30am until 10pm
$13.00 - prior to 9am until 10pm
$24.00 - after 9:30am
$18.00 - 2 hours to 4 hours
Transportation
O’Hare International Airport
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00
Airport Shuttle: GO Airport Express
Approx. $29.00 one way (subject to change)
Train: $2.25 (subject to change)
Allow approximately 45 minutes to an hour

By train from O'Hare Airport
Take the "Blue Line To Loop" train into the city (about a 45-minute ride) to the Washington/Randolph Street station (below ground). Proceed up to the street level and walk east on Washington to North Michigan Avenue. Make a left and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.
Midway Airport
Taxi: Allow 45 minutes to 1½ hours
Approximately $30.00-45.00
Airport Shuttle: GO Airport Express
Approx. $24.00 one way (subject to change)
Train: $2.25 (subject to change)
Allow approximately 45 minutes to an hour
By train from Midway Airport
Take the "Orange Line To Loop" train into the city (about a 35-minute ride) to the State/Lake Street station. Proceed east on Lake Street to North Michigan Avenue. Cross over North Michigan Avenue and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

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