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 firstname.lastname@example.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 email@example.com 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 firstname.lastname@example.org.