Leading the Marketing Planning Initiative - 2015 - San Francisco

Sheraton Fisherman's Wharf Hotel
2500 Mason Street, San Francisco, CA 94133
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 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’s 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. 

Leading the Marketing Planning Initiative – Cancellation Policy

All Training Intensive cancellations and requests for refunds must be submitted to the AMA via email at cchun@ama.org. Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee.

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 info@ama.org at least two weeks prior to the event start date. No refunds will be given after January 28, 2015.

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.

Leading the Marketing Planning Initiative – 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 2015

  • 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. Continental breakfast

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

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
  • How service trumps product
  • 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
Registration is not available at this time.

Training Series Location 
Sheraton Fisherman's Wharf Hotel
2500 Mason Street
San Francisco, CA 94133
Phone: 1 415.362.5500

Experience a feeling of welcome unlike any other at the newly-renovated Sheraton Fisherman’s Wharf Hotel. Hav
ing just completed a $33 million renovation, this amazing hotel has unveiled a whole new look at San Francisco’s famous Fisherman’s Wharf. Centrally located in one of San Francisco’s most popular neighborhoods, the hotel is close to all the major attractions such as Pier 39, Ghirardelli Square, Alcatraz Island, and much more.
Enjoy the light-hearted, yet sophisticated ambiance and colorful, yet peaceful décor. Relax with a cocktail in the outdoor living room, complete with fire pits. Take a swim in the outdoor pool or work out in the fitness room.

Rates: $199.00 single/double occupancy (plus applicable state and local taxes, currently 16.35%, which are subject to change without notice)
Rates are based on availability.
Please reserve your overnight accommodations early as there are a limited number of special rates available.


Or call 1 888.627.7024 and reference Leading the Marketing Planning Initiative to make reservations. The cut-off date for reservations is January 19, 2015. After January 19, 2015, reservations will be accepted based on availability and at the prevailing rate. 

n order to confirm a reservation, the hotel will require a credit card or first night’s room and tax deposit, refundable up to 6:00 p.m hotel time on the day prior to arrival. Cancellations made after 6:00 p.m. on the day prior to arrival and no-shows will forfeit the initial deposit of 1 night’s room and tax. 

Check in time is 3:00 p.m., and check out is at 12:00 p.m. Anyone arriving earlier than 3:00 p.m. will be checked in as soon as room(s) become available. Guests checking out early may be assessed an early departure fee. Upon check in, guests will be asked to verify their departure date. At that time, scheduled departure dates may be altered.  

Area Attractions and Events
Please visit San Francisco Travel Association 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. 

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. 

ower 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.

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National Car Rental
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From the East
Take Interstate 80 to the Bay Bridge. Exit at Fremont Street and turn left; proceed to Howard. Turn right on Howard and continue to Embarcadero. Turn left onto Embarcadero and continue to Northpoint. Turn left onto Northpoint; the hotel is located on the right.

From North
Take the Golden Gate Bridge/Highway 101 South to the Marina Boulevard Exit. Turn left onto Bay Street and proceed one mile. Turn left onto Mason Street, continue for one block, and turn right onto Northpoint. The hotel entrance will be located on the left.

From the Cliff House (West)
Take Geary Boulevard and turn left onto Van Ness Avenue. Proceed approximately 0.5 miles, and then turn right onto Northpoint. Continue for seven blocks to the hotel. The hotel is located at the corner of Northpoint Street and Mason Street.

From South
Take Highway 101 North to Interstate 280 North. Follow I-280 until it turns into King Street, then Embarcadero. Continue for two miles, and then turn left onto Northpoint. The hotel entrance is located between Powell and Mason, on the right.

From San Francisco - SFO 
Estimated taxi fare: $55.00-$60.00 one-way

irport Shuttle Service (Operated by SuperShuttle)
SFO – Claim your luggage (lower level). Proceed to the upper level and outside to the curb. Follow the SuperShuttle signs to get to the SFO Airport agent (in teal green jackets) and they will arrange your SuperShuttle transportation to your destination. You will wait for your van at Terminal 1 (across from Air Canada) or Terminal 3 across from United door #3. Please call 1 800 BLUE VAN (1 800.258.3826) for more information. 
Single Fare One-Way: $17.00 (subject to change without notice)

From Oakland - OAK 
Estimated taxi fare: $75.00 one-way 

Airport Shuttle Service (Operated by SuperShuttle)
OAK - Advanced reservations are required. Please call 1 800 BLUE VAN (1 800.258.3826) to make your reservations. Upon arrival call the same 800 number, select option 1 and provide your reservation number so we can accommodate you. Please wait for your SuperShuttle van across from Terminal 1, shelter number 3, at the “Door to Door Reservation” zone.
Single Fare One-Way: $27.00 (subject to change without notice)

Public Transportation
Bay Area Rapid Transit
San Francisco Municipal Transportation Agency (SFMTA)

Parking at the Hotel
Self-parking is available at the hotel for $50.00 plus tax per night. Valet is available for $55.00 plus tax per night. Please note that oversize vehicles will be charged $59.00 plus tax per night. Rates are subject to change without notice.

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