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Dates & Times
Start Date/Time: Tuesday, April 15, 2008 at 8:00am
End Date/Time: Wednesday, April 16, 2008 at 5:00pm
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Venue/Location
Summit Executive Center
205 N Michigan Avenue 10th Floor
Chicago, IL 60601
312.938.2000
http://www.summitchicago.com/
Registration Fees
| Member Rate | Non-Member Rate | ||
| Program Registration Fee | $1,295 | $1,695 | |
Course Description
UPDATED AS OF MAY 2008
Length: Two-days
Through best practice examples, this course reviews how marketers from all disciplines, from B to B, to B to C, to Technology are using a variety of innovative tactics to achieve their marketing objectives and break through the clutter: from consumer promotion to internet marketing, to media vehicles, direct marketing, trade/intermediary programs, in-store merchandising, public relations, and viral marketing.
The course reviews all the elements of a thorough marketing plan, walks participants through a marketing plan template they can apply to their businesses, and reviews available metrics for evaluating and improving a wide range of marketing plan programs.
Learning Objectives
This two-day seminar will teach you the ins and outs of developing a marketing plan. You will learn how to:
- Determine an appropriate budget to meet the brand’s volume and profit goals
- Select the most-appropriate marketing elements
- Develop breakthrough marketing programs that achieve the brand’s long-term strategies and register the desired message
- Measure and evaluate marketing programs for effectiveness and improvement.
Who Should Attend
- Marketing Managers
- Product/Brand Managers
- Advertising Professionals
- Marketing Research Managers
- Strategists and Analysts
- Functional specialists who assist Marketing departments with Marketing Plans
Key Topics
- Marketing Plans vs. Strategic Plans
- Overview of the Marketing Plan process
- “Upfront” strategy optimization
- Industry, competitive & trend analyses
- Primary & secondary research to draw on
- Strategy – Which segments to target in which sequence and how
- Sources of volume
- Development of:
- The optimal brand positioning
- Business objectives & marketing plan metrics
- An appropriate budget and marketing element allocations
- Product & Packaging refinement & tactics
- Overarching Creative message & Media plans
- Consumer & Trade Promotion plans
- Direct Marketing & Public Relations plans
- Digital Marketing & Buzz/Viral Marketing plans
- An Integrated Marketing annual flowchart/calendar
- Marketing Plan success metrics and ROI
- Marketing Plan implementation & lead times
Instructor
This course is taught by Michelle Greenwald
Class Agenda
Each day will have a continental breakfast at 8:30 a.m., a mid-morning snack, lunch at 12:00 noon, and a mid-afternoon break. The course will finish each day at approximately 5:00 p.m.
DAY ONE – 8:30am – 5: 00pm
Morning
- Overview of the Marketing Plan process including all the key steps and timing
- The relationship between the Marketing Plan and the Strategic Plan
- Homework before starting the plan
- Competitive analysis
- Industry analysis
- Marketing research
- Lessons learned from the above and from the past year’s programs
- Brand positioning as the foundation for the plan
Afternoon
- Developing business objectives (annual share, volume, revenue and profit goals)
- Developing Marketing goals (trial and repeat purchase levels and relative emphasis)
- Determining an appropriate budget
- Determining the right balance of Marketing elements (TV, print, radio, Internet, trade & consumer promotion, direct marketing, public relations)
- Advertising plan development (media and creative) and directing the ad agency
DAY TWO– 8:30am – 4:30pm
Morning
- Consumer promotion plan development and directing the promotion group
- Trade promotion plan development and directing the sales planning group
- Direct marketing plan development and directing direct mail agencies
- Public relations plan development and directing the P.R. agency
- Internet marketing plan development and directing the Internet agency
- The viral or buzz marketing plan and directing a “buzz” agency
- The Marketing Plan flowchart: pulling it all together
- Marketing Plan success metrics
- Marketing Plan timing
- Marketing Plan implementation
Class Instructors
Michelle Greenwald
Michelle Greenwald is a visiting professor at HEC Paris. She is a graduate of Northwestern’s Kellogg Graduate School of Management. For 19 years she worked in marketing for large, multinational companies, including Pepsi-Cola, Nestle, Disney, General Foods, and J. Walter Thompson. Most recently she served as a senior vice president of new business development at Disney, and as vice president and general manager of a new product group at Pepsi. In 1988 she was selected by Advertising Age magazine as one of the “Hundred Best and Brightest Women in Advertising and Marketing in the U. S.”
Since 2000 she has taught a variety of marketing courses at Columbia University’s Graduate School of Business, Wharton Graduate School of Business, the NYU Stern Graduate School of Business, several in Southern California. Course topics have included marketing strategy, advertising and promotion, new products, marketing for non profits, and a marketing plans course she developed for Columbia’s Graduate School of Business. Michelle is also a marketing consultant.
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