Advanced Marketing Planning Lab - 2016 - Washington, D.C.

Washington Hilton
1919 Connecticut Ave., NW, Washington, D.C. 20009
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

Limited attendance for greater instructor interaction 


  • How is the best way to organize for your marketing planning process?
  • What constitutes a highly effective marketing plan versus a poor one?
  • How do you identify the key elements that are uniquely important for inclusion in YOUR marketing plan - what to leave in and what to leave out?
  • How do you go about successfully creating and applying those key elements of your marketing plan?
  • Where do you source the needed information for the various parts of your plan?
  • Who are your critical organization partners in marketing planning, and how can you best motivate their participation and cooperation?
  • How can you best “package” your plan for upper-management and broad organizational buy-in and action (“marketing your marketing plan” inside your firm)?


  • Stimulating and productive immersion in marketing planning with a focus on your organization’s individual situation and needs.
  • Comparative discussion and feedback with like-minded marketing leaders, allowing for cross-pollination of best practices.
  • Direct impact on the build of your own marketing plan -- elements you can take right back and build on come Monday morning. 


Greg W. Marshall, Ph.D.

Charles Harwood Professor of Marketing and Strategy, Crummer Graduate School of Business, Rollins College

Greg W. Marshall is the Charles Harwood Professor of Marketing and Strategy in the Crummer
Graduate School of Business at Rollins College and also served for three years as Vice President for Strategic Marketing for Rollins. He was previously on the faculty at Oklahoma State University, the University of South Florida, and Texas Christian University. Greg’s managerial industry experience includes thirteen years with companies such as Warner Lambert, Mennen, and Target Corporation. He also has considerable experience as a consultant and trainer for a variety of organizations. He has been a frequent presenter in AMA programs for many years.



Experienced marketing professionals, business managers, and entrepreneurs with a very solid, working understanding of marketing and who are charged with developing a marketing plan. Individuals who enjoy “learning by doing” will especially like this session. 

See Full Agenda >>​​

Join the conversation on Twitter:​ #AMAMPL​​

Attendees at this session will experience a hands-on immersion in how to maximize the creation of each of the key elements of a contemporary marketing plan.  This is a unique learning opportunity with an advanced level of instruction for manager and director-level marketers. Facilitated by a marketing expert, this lab allows attendees to build plans across a wide variety of industries and settings.  If you are an experienced marketer who clearly knows the difference between strategies and tactics, this lab is for you!

Bring your own marketing plan challenges and get ready to discuss and apply the learning to your own business situation right in the classroom.  When you leave, you will walk out with insights and skills that you can build right into your own marketing plan, as well as a roadmap for how to gain the cooperation and buy-in from others in the organization required to implement your plan successfully and achieve its desired outcomes.  

Advanced Marketing Planning Lab - Cancellation Policy - Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to at least two weeks prior to the event start date. No refunds will be given after March 17, 2016. A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company. Please note: Any hotel room booked outside the AMA negotiated block of rooms will not be reimbursed for expenses, including the need to cancel the event. Registration for or participation in this training program constitutes an agreement by the registrant to permit the AMA to the use and distribution (now and in the future) of the registrant or attendee's image and/or voice in photographs, videos, electronic reproductions, and audiotapes of such events and activities. For questions or concerns, please call 800.262.1150 or email


Advanced Marketing Planning - Agenda

Day One

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, personal, and immersive! With discussion, idea sharing, and plan-building

Getting off to a good start

  • Session overview: Introductions, goals, game plan for the session
  • Organizing yourself and your team for marketing planning
  • Engaging organizational partners for your plan
  • Best practices in marketing planning: examples and cases
  • Structuring your plan: what to include, what to leave out

Tackling the situation analysis: understanding how your external and internal environment impacts your success

  • How does marketing support the company’s mission, objectives, and growth strategies?
  • What has the company done in the past with its:
    • ​Products
    • Pricing
    • Promotion
    • Supply chain
  • What resources does the company have that make it unique?  How has the company added value through its offerings in the past?
  • Who are the competitors (direct and indirect)?  What are their marketing strategies?
  • What are the key trends in the:
    • ​Economic environment
    • Technological environment
    • Regulatory environment
    • Social and cultural environment
  • Based on your understanding of the internal and external environments, what are the key:
    • ​Strengths
    • Weaknesses
    • Opportunities
    • Threats
  • What market research needs to be conducted before moving forward?
    • Selecting and executing the relevant research and analytical approaches for gaining customer insights
  • What are your marketing goals and objectives: What needs to be accomplished to successfully market your offering?

Day Two

8:00 a.m. – 8:30 a.m. Continental breakfast
8:30 a.m. – 3:00 p.m. Program (includes lunch, morning, and afternoon breaks)

Mastering the marketing strategies piece

  • Value proposition for the offerings
  • Differentiation: How will you set your offering apart from others in the marketplace?
  • Market segments and target markets
    • How do customers and organizations go about buying, using, and disposing of the product?
    • What is the best way to segment the relevant markets (consumer, business, or both)?
    • Which segments should be selected to target and how will this decision be made?

Positioning – marketing mix strategies

  • Product/Branding/Service
    • ​How will the product be positioned for the selected target markets?
    • What is the core product? 
    • What product strategies should be used?
    • How should the product be branded (and packaged, if relevant)?
    • How can attention to service quality enhance product success?
  • Pricing
    • What price should be charged for the product?  What pricing approaches should be used?
  • IMC/Promotion
    • ​How should a consistent messaging approach be developed for the product?  How can buzz be created?
    • What approaches to advertising, public relations, and sales promotion should be used?
    • What role should a sales force play in the marketing communication plan?  How should direct marketing be used?
  • Supply Chain
    • ​How should the product get to consumers in the best and most efficient manner?
    • What types of retailers or other channel members, if any, should be employed to distribute the product?
    • How should supply chain elements be integrated to maximize the value offered to customers and other stakeholders?

Implementation, metrics, and control - making your marketing plan happen

  • Create action plans/programs for each strategy element, to include:
    • ​Responsibility
    • Time line
    • Budget/resources required
    • Selection and use of relevant marketing metrics
    • Control
    • Provision for contingency planning

Packaging and internally marketing your plan

Registration is not available at this time.
Training Series Location 

Washington Hilton​
1919 Connecticut Ave., NW
W​ashington, DC 20009 
Phone: +1.202.483.3000
Reservations: +1.800.HILTONS​

Located in the heart of Washington, DC, the Washington Hilton hotel is situated near the capital's most sought-after neighborhoods. Enjoy the best entertainment and nightlife Washington has to offer at the nearby Adams Morgan, Woodley Park and the U Street Corridor. This Washington, DC hotel is one mile from the Smithsonian National Zoo and only four blocks from the Dupont Circle Metro. 

Rates: $290.00 single/double (plus applicable state and local taxes, currently 14.5% per night, which are subject to change without prior notice)
Rates are based on availability.
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.

Reserve a Room Now​

Or call +1.800.HILTONS and reference AMA Advanced Marketing Planning Lab to make reservations. You must make your hotel reservations by March 9, 2016 and properly identify yourself to qualify for the special group rate (based on availability). After March 9, 2016, the rooms will be released for sale to the general public, and all reservations will be accepted on a space available basis at the hotel's available rate - not at the group rate. A credit card and deposit in the amount of (1) one night’s room & tax for each confirmed room will be due at time of booking. Cancellations made within (72) seventy-two hours prior to arrival & no-shows will forfeit the initial deposit. If you fail to arrive on your confirmed arrival date, your entire reservation will be cancelled and your credit card will be charged for one night’s room and tax.

Check in time is 4:00 p.m., and check out is at 11:00 a.m. Anyone arriving earlier than 4:00 p.m. will be checked in as soon as room(s) become available. Guests checking out early will be assessed an early departure fee of (1) one night’s room & tax. Upon check in, guests will be asked to verify their departure date. At that time, scheduled departure dates may be altered.

Please note: Any hotel room booked outside the AMA negotiated block of rooms will not be reimbursed for expenses, including the need to cancel the event. 

Hotel Features, Services & Accommodations
Please visit Washington Hilton​ for a full list of services & features. 

Area Attractions and Events
Please visit Destination DC for additional city information.

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. 

Tower Travel Management
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 7:00 a.m. - 7:00 p.m. CDT or, you may contact them via email at

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
Drive Happy with Alamo. Where 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. Reserve a car now 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-Car
Great 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 a car now.  Pick-up and drop-off service is subject to geographic and other restrictions.

ational Car Rental
As 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. Enroll now.  
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.


From Nearest Metro Station (Dupont Circle):
The Dupont Circle Metro Station on the Red Line is closest Metro Station to the hotel. Exit at the north end of the Station to Q Street and walk four blocks north on Connecticut Avenue to Hilton Washington, located at 1919 Connecticut Avenue.

From Washington National Airport (DCA), 6 miles:
Follow signs to I-395 and 14th St. Bridge. While on 395 North move to the left lane when you will see the sign for Route One. This will take you to the 14th Street exit. Take 395 North over the 14th St. Bridge. Stay in the left-hand lane take 14th St. to R St. NW. You will notice the streets run alphabetically. Make a left on R St. Follow R St. for six blocks to Connecticut Avenue NW. Make a right on Connecticut Ave. Hilton Washington will be four blocks up on right. 

From Connecticut Avenue:
Take a right on T Street and drive alongside the perimeter of the hotel. Drive past the T Street Ballroom entrance, and at the first intersection, take a hard left onto Florida Avenue, and then another left onto 19th Street. The parking facility entrance is located on the left, on 19th Street.

From Washington Dulles Airport (IAD), 27 miles:
Take Dulles toll road to Rt. 66 East. Take Rt. 66 to Constitution Avenue. Constitution Avenue to 18th St. Left on 18th St. 18th St. to Connecticut Ave. Left on Connecticut Ave. Stay in left-hand lane and take the Dupont Circle underpass. Hilton Washington will be three blocks up on right corner Connecticut Ave and T St. 

From Baltimore-Washington International Airport (BWI), 33 miles:
Leave terminal and follow signs to I-95 South. Take I-95 South to 495 West. 495 West to exit 33, the sign will say Chevy Chase/Connecticut Ave. Take Connecticut Avenue south. After approximately five miles on Connecticut Ave. South you will see the National Zoo on your left. Five blocks after zoo you will come to the William Taft Bridge. Cross bridge and get into left lane. At third traffic light, make a left, hotel will be on left.



Taxicabs are readily available at the DC area airports.
Fares are approximately:
DCA - $19.00 one-way
IAD - $55.00 one-way
BWI - $65.00 one-way

Shuttle Service
SuperShuttle provides transportation to & from the DC area airports. Please call SuperShuttle at +1.800.BLUEVAN (258.3826) to make reservations. 
Rates are approximately:
DCA - $14.00 one-way 
IAD - $29.00 one-way
BWI - $38.00 one-way
Please try to make reservations 24-hours prior to your trip. Rates are subject to change without notice.

Public Transportation
Washington Metropolitan Area Transit Authority (Metro) 

Parking at the Hotel
Self-parking is available at the hotel for $41.00 per night. Valet parking is available for $49.00 per night. Rates are subject to change without notice.

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