Marketing Plan in a Day (Full Day)

 

Many organizations dread their annual brand-planning season because the process is long and tedious. The problem is further compounded when plans are developed in a vacuum, endlessly revised, or are not actionable because key stakeholders are insufficiently involved. In some cases, plans are revisited rather than reinvented. The bottom line is that planning frequently results in suboptimal output.

This workshop provides a new way to develop and implement an effective marketing plan by focusing on teaching the Marketing Plan in a Day (MPD) methodology. MPD is a collaborative framework that focuses on addressing three key questions: Where are we now? Where are we going? How will we get there? This collaborative method brings all key stakeholders to the table to invent and invest in plans that work by addressing these three questions in an energetic and interactive process.

Through facilitation on all key elements of the plan, this workshop will help you and your team develop two essential skills:

1. How to make marketing planning more efficient, effective, and fun
2. The ability to make marketing plans more collaborative and market-ready
Using MPD principles, any team can build out a detailed, integrated working plan in hours rather than days, weeks, or months.

 Who Is This Workshop For:

  • Individuals responsible for creating, managing, and implementing marketing plans and their key collaboration partners. This workshop is also for those who want to learn how strong plans can drive better business results.

Workshop Benefits

The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness and increasing marketing efficiency.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • How to focus on the role marketing plays in the organization 
  • How to improve marketing processes 
  • Best practices for collaborative planning
  • Understanding three essential elements of any marketing plan
  • All the key elements a plan should incorporate, including the objective, vision, mission, brand capabilities, brand positioning, situation analysis, business prospects, competition, SWOT, budget, communication tools, paths to market, strategic partners, and measuring success


This workshop helps attendees increase marketing efficiency by teaching them:

  • How to use the MPD methodology
  • Understanding how to execute an optimal plan development process
  • Making MPD an intrinsic process and tool in your corporate culture

Download the full agenda here

 

trainer

Paul Kurnit

Paul Kurnit is the founder of Kurnit Communications, KidShop, and PS Insights. Paul has served as consultant for companies including Bayer, Coca-Cola, ConAgra, Disney, FEMA, General Mills, Hasbro, Mattel, MeadWestvaco, McDonald’s, Nickelodeon, Pepsi, Polaroid, Scholastic, Sony, and Universal Studios. He is an internationally recognized marketing professional with over 25 years in the advertising and entertainment businesses. His advertising career began at Benton & Bowles and Ogilvy & Mather, where he managed a number of classic brands for Procter & Gamble, Kraft/General Foods, and American Express. As president of Griffin Bacal (a DDB agency), Paul managed businesses in virtually every consumer and service business category. He was also executive vice president of Sunbow Entertainment.

In addition to being a member of the ANA Faculty, Paul is coauthor of several books on marketing, and he is clinical professor of marketing at Pace University’s Lubin School of Business, teaching courses in advertising, marketing, marketing planning, and international advertising.