Leading the Marketing Planning Initiative - 2018 - Chicago IL

One Prudential Plaza - AMA Support Center, 130 E. Randolph St., 22nd Floor
Chicago, IL 60601
1/25/2018 8:30 AM - 1/26/2018 3:00 PM
Register before 12/26/2017 11:59 PM for early registration fee

TS_Leading Marketing Planning_700x200-v1.jpg

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.”

“The materials for take-home will be helpful in our hands-on work with clients. And, the time we had to work through Value Prop and other ideas in real-time, with tablemates and the instructor, were very helpful.”


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.

AMA Cancellation Policies

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 two days

Marketing planning update circa 2018

  • 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

Already registered on site? Please log in first in the upper right corner of the site before proceeding.

Select Attendee Type:



Become a Member
Access our innovative members-only resources and tools to further your marketing practice.