Leading the Marketing Planning Initiative
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.
Listen to a sneak peek Leading the Marketing Planning Initiative Podcastby Instructor Greg Marshall, Charles Harwood Professor of Marketing and Strategy, Crummer Graduate School of Business at Rollins College.
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.
Contact: Kari Mueller American Marketing Association
, 3125429000, kmueller@ama.org