Marketing Plan in a Day | School of Marketing | ANA

Marketing Plan in a Day

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Module

L.E.A.D.

Learning Approach

Time

Learning Experience Summary

1

Introductions

Learn

:10M

  • Welcome and Introductions
  • Review of L.E.A.D. learning approach
  • Objectives for the session
  • Goals of participants

2

Marketing Planning Process and Pain Points

Learn

:10M

  • Understanding the planning process. What works? What doesn’t?

Experience

:15M

  • How do you plan currently?

Apply

:15M

Exercise - What would you like to change within your organization to plan better?

3

Marketing Plan in a Day (MPD) and the

Marketing Plan Framework

Learn

:15M

  • Introducing Marketing Plan in a Day (MPD)

-    What is it?

-    What are its advantages?

  • The Plan framework:
  1. Where are we now?
  2. Where are we going?
  3. How are we going to get there?

Experience

:30M

Exercise – Building the Marketing Plan Framework

 

Where Are We Now? - Case studies and key elements in a comprehensive business strategy

−      Objectives

−      Vision

−      Mission

−      Brand Capabilities

−      Brand Positioning

Where Are We Going? - Short- and long-term strategy planning goals, what most companies forget to consider

−      Situation Analysis

−      SWOT

−      Competition

−      Business Prospects

How Will We Get There? - The tools, timings, paths and partners needed to implement a successful plan

−     Budget

−     Communication Tools

−     Paths to Market

−     Strategic Partners

−     Implementation Plan

−     Measuring Success

 

BREAK

 

:15M

 

4

Preparing for Marketing Plan in a Day (MPD) Development

Learn

:30M

  • How does it work? Why does it work?
  • The tools, space and team to enable planning
  • Building and timing the one-day Framework
  • Stakeholder collaboration and the Invitation List

Experience

:20M

Best Practices - Stakeholders in plan development, the invitation list, who should be at the table?

Apply

:20M

Exercise - Which stakeholders should participate in your Marketing Plan in a Day?

5

An MPD Case- Invitation List and Plan Framework

 

Experience

:60M

Case Study - one of your brands or a “neutral” selection

  • Who should be at the table?
  • The framework in 3 steps:
  • The customized framework/outline as plan template
  1. Where are we now?
  2. Where are we going?
  3. How are we going to get there?

Exercise - Build the Plan Framework/outline

 

Lunch

 

:45M

 

 

6

Review, improve and synthesize the Plan Framework outline

Experience

:30M

Case Study - Working the hands-on case  study

  • Evaluating and synthesizing the template
  • The logic, flow and completeness of the outline
  • Setting timings for the day
  • Ensuring positive outcomes: The effectiveness of the outline framework

Exercise - Land on a workable outline framework

7

Tips and Techniques for Effective and Efficient One-Day Planning

Learn

:20M

  • Pre-planning
  • Thought starters
  • Warm-ups and Workouts
  • Effective SWOT
  • Brand positioning template
  • Parking Lot
  • Voting

8

Run an MPD for your business

Apply

1H:40M

Exercise - Hands-on plan facilitation and development

  • Practice effective facilitation skills
  • Populate the plan
  • Achieve the framework and timings
  • Appreciate steps in plan development

 

BREAK

 

:15M

 

9

Summary-
Where have we been?
Where will you go?

Experience

:10M

  • How did the planning process feel?
  • How productive were you and can you be?
  • What does collaboration and consensus do to dramatically improve your planning and plan activation?

Apply

:15M

Exercise - What will you do next? Adopting and adapting Marketing Plan in a Day for your organization

Discover

:5M

  • Discover more resources

Instructors