Skip to Content Skip to Footer

Leading the Marketing Planning Initiative

Chicago, IL

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’s something that is either underutilized or misapplied.

Bring your marketing planning challenges and learn how to systematically create an effective strategy for moving forward. We’ll employ a variety of learning approaches including the sharing of best practice ideas among the group, breakout feedback sessions and application exercises.

You’ll Learn:

  • How to lead and influence the success of your organization’s marketing planning process
  • Who your critical organization partners are 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 is each element critical to the process
  • Where can you source information for the various parts of the plan
  • How you should package the plan for upper-management and broad organizational buy-in


Early-Bird (Before 03/04/19)Standard Price
AMA Member$1,395 $1,495
Non-Member$1,745 $1,869
For early-bird pricing, use the code “EARLYPLANNING” at checkout.

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

Past Attendee

AMA Event Policies 

Wednesday, April 3

Registration and Hot Breakfast

We’ll kick off the day with a nice breakfast so you’ll have energy for the day. You’ll also be provided with lunch and breaks throughout the day.

greg marshall bio image

Greg Marshall

Professor, Rollins College

Marketing Planning in 2019

  • 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 state?

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?

Thursday, April 4

Hot Breakfast

Breakfast will be waiting for you when you arrive for day two. Lunch and breaks will be provided throughout the day.

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
greg marshall bio image

Greg Marshall

Professor, Rollins College

Greg 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. Marshall’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.

Training Series Location 

AMA Support Center
130 E. Randolph St., 22nd Floor
Chicago, IL 60601
Phone: 312.542.9000

The AMA Support Center is right in the heart of Chicago. We’re nestled between Millenium Park and the Chicago River meaning you are just steps away from premiere hotels, shopping and world-class dining. While you’re at our office, you’ll have access to work cubbies in case you need to step out and take care of something back at your office.

Recommended Hotels 

Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive 
Chicago, IL 60601 
Phone: 312.565.1234
Walking Distance to AMA Support Center (5 minutes) 

Swissôtel Chicago 
323 E. Wacker Drive 
Chicago, IL 60601 
Phone: 312.565.0565
Walking Distance to AMA Support Center (8 minutes)

Fairmont Chicago 
200 North Columbus Drive 
Chicago, IL 60601
Phone: 312.565.8000
Walking Distance to AMA Support Center (5 minutes)

Club Quarters
75 East Wacker Drive 
Chicago, IL 60601 
Phone: 312.601.3400
Walking Distance to AMA Support Center (8 Minutes)

theWit Chicago – a DoubleTree by Hilton Hotel
201 N. State Street
Chicago, IL 60601
Phone: 312.467.0200
Walking Distance to AMA Support Center (7 minutes) 

Homewood Suites Downtown Chicago
40 E. Grand Avenue
Chicago, IL  60611 
Hotel Direct: 312-644-2222
Reserve a room now and receive a 10% discount 
Walking Distance to AMA Support Center (15 minutes) 

Chicago Marriott Downtown Magnificent Mile
540 North Michigan Avenue, (Driveway Entrance on 541 North Rush Street)
Chicago, IL 60611
Phone: 312.836.0100
Walking Distance to AMA Support Center (14 minutes) 

Radisson Blu Aqua Hotel Chicago
221 North Columbus Drive
Chicago, IL 60601
Phone: 312.565.5BLU (5258)
Walking Distance to AMA Support Center (5 minutes)

Virgin Hotels
203 N. Wabash
Chicago, IL 60601
Phone: 312.940.4400
Walking Distance to AMA Support Center (5 minutes)

Kimpton Hotel Monaco Chicago
225 N. Wabash Ave.
Chicago, IL 60601
Phone: 312.960.8500
Walking Distance to AMA Support Center (6 minutes)

LondonHouse Chicago
85 East Wacker Drive at North Michigan Avenue
Chicago, IL 60601
Phone: 312.357.1200
Walking Distance to AMA Support Center (9 minutes)

Area Attractions and Events

Please visit Choose Chicago 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 Support Center, 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. 



Leading the Marketing Planning Initiative