Integrated Marketing Planning for Effective Brand Management (301) (Virtual) | School of Marketing | ANA

Integrated Marketing Planning for Effective Brand Management (301) (Virtual)

Effective Brand Management Mastery Program 301
(Virtual Half Day Workshop)

Virtual Workshop Description
In a digitally enabled world, it has never been more important to take a 360 approach to marketing planning. We can no longer rely purely on communications to deliver our brand story. Marketers must now develop integrated plans across a broader range of touchpoints and work within their organizations to champion the customer perspective in order to ensure a holistic brand experience.

This interactive virtual session is focused on helping your team develop truly integrated marketing plans that provide a seamless customer experience across key touchpoints and achieve long term value. We will look at your customer decision journey, undertake a touchpoint mapping exercise and then work on strategies that will deliver your brand promise effectively.

This is the third installment in the ANA’s four-part series “Effective Brand Management Mastery Program”, where participants gain an understanding of branding principles and develop expertise in effectively managing brand identity, positioning, and communication.

In this installment, participants dive into the customer decision journey and learn to create a consistent brand voice across the various touchpoints – before diving into omnichannel marketing techniques in the final installment of the series.

Target Audience
This workshop is for marketers at all levels that want to improve the effectiveness of their marketing planning and get greater impact for their investment.

Virtual Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth:

This workshop helps attendees improve marketing effectiveness by teaching them:

  • How to champion the voice of the customer across the organization
  • A framework for thinking beyond marketing communication to all brand touchpoints

This workshop helps attendees increase marketing efficiency by teaching them:

  • Techniques for making marketing dollars go further
  • How to make the most of customer insights within the organization

This workshop helps attendees improve marketing ROI by teaching them:

  • How integrated marketing drives up your ROI
  • Techniques for ‘sweating the assets’ across multiple channels

This workshop helps attendees improve employee alignment and collaboration by teaching them:

  • How to be more productive as a marketing team
  • How to deploy the RACI model to drive greater collaboration and internal focus

 Download the full agenda here


  • Simon Bradley

    Simon is an international marketing leader with extensive client side experience with brands like Virgin Atlantic Airways, the New York Knicks, The Rockettes and Madison Square Garden. He is also an Adjunct Professor in Integrated Marketing at New York University.