Leading the Marketing Planning Initiative - 2017 - Tampa, FL

Tampa Marriott Westshore
1001 N Westshore Boulevard, Tampa, FL 33607
1/31/2017 8:30 AM - 2/1/2017 3:00 PM
Register before 1/4/2017 12:00 AM for early registration fee

Leading the Marketing Planning Initiative

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.

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.  We approach marketing plans systematically and from a best-practices perspective.



  • 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?

See the full Agenda >>​


  • Stimulating and productive immersion in marketing planning with a focus on your organization’s individual situation and needs
  • Clarity of understanding of your own unique situational positives and negatives that impact your ability to execute your marketing plan, along with ideas to successfully overcome any key constraints
  • Comparative discussion and feedback with like-minded marketing leaders, allowing for cross-pollination of best practices among attendees
  • Direct impact on the build of your own marketing plan – leave with elements you can take right back and build on come Monday morning
  • Approaches to best “package” your plan for upper-management and broad organizational buy-in and action (“market your marketing plan)

Here’s what Recent Attendees Said

"I left feeling refreshed, excited and empowered. I feel that my organization is ready to take on the challenge of developing a comprehensive and achievable marketing plan."


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.


Greg W. Marshall
Professor, Rollins College

Greg 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.

Leading the Marketing Planning Initiative – Cancellation Policy

​All Training Series cancellations and requests for refunds must be submitted to the AMA via email to 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 17, 2017. 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 info@ama.org.​

Leading the Marketing Planning Initiative - Agenda

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

Tampa Marriott Westshore
1001 N Westshore Boulevard
Tampa, FL 33607
Phone: +1.813.287.2555   

Room Rates: $189.00 Single occupancy 
(plus applicable state and local taxes, currently 12%. Taxes and fees are subject to change without 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 +1.800.228.9290 or +1.813.287.2555 and reference American Marketing Association Leading the Marketing Planning Initiative to make reservations. The cut-off date for reservations is Tuesday, January 9, 2017. After January 9, 2017, 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 deposit in the amount of (1) one night’s room & tax for each confirmed room. Cancellations made within 24 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 12:00 p.m. Anyone arriving earlier than 4:00 p.m. will be checked in as soon as a room(s) becomes 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.

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 Tampa Marriott Westshore for a full list of services & features. 

Area Attractions & Events
Please see Visit Tampa Bay for area 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 7:00 a.m. - 7:00 p.m. CDT 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.

From Tampa International Airport (TPA), 2.5 miles:
Take the exit for Spruce Street, stay in the right hand lane, at the 2nd light turn right onto Westshore Blvd. The hotel will be approx. 1/2 mile down on the left on the corner of Westshore and Cypress.

The Tampa Marriott Westshore provides complimentary airport shuttle service. Upon your arrival, please use the courtesy phone in baggage claim to call the hotel and request a pick-up.

Taxis are also available at the Tampa International Airport. The average fare from the airport to the hotel is $15.00 one-way (tip subject to guests’ discretion).

Parking at the Hotel
Complimentary parking is available at the hotel.

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