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
Upcoming Class Schedule
| Date | Location |
|---|---|
| Thursday, June 19, 2008 | New York, NY |
| Tuesday, September 16, 2008 | San Francisco, CA |