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Mastering Marketing Planning

Documentation designed to drive dynamic marketplace superiority

19 & 20 March 2015, Jakarta

Why should you attend?

First, at best only 20% of your competitors create and act on best-practice marketing plans. Applying the wisdom and principles of best-practice marketing planning confers much greater competitive power for your company or brands into the marketplace. 

Second, fully documented and thoroughly thought-through marketing plans provide an action blueprint for all the internal functions in your company to synergistically deploy their marketing activities. It also provides clear, consistent direction to all your agencies—advertising, digital, promotion, direct response, public relations, etc. They get everyone is on the same page.

Third, an organising principle of marketing plans is an objectives-driven strategic hierarchy. And since objectives must be measurable, it generates the discipline of measurements versus marketing-by-anecdote. As quality guru W. Edwards Deming famously said, “You can’t manage what you can’t measure.”

Finally, with increasing demand to produce sales quarter-by-quarter, the temptation to just get the product out the door, to be merely executional, is great. A marketing plan is a strategic tool that keeps its eyes on the long-term.

Key Benefits:

  • Pick up new principles, models, tools, tips, techniques and tricks of the trade to become smarter in marketing planning and pass this on to others
  • Learn to avoid the common pitfalls of poorly-constructed marketing plans like spending 90% of the time on execution (e.g. television commercials) and 10% on strategy
  • Apply the much-miscommunicated concept of positioning to your brands
  • Master the skill to generate innovative value-added services as a boost to product sales
  • Assess how your company is probably not defining its business correctly and how to fix that.
  • How to incorporate new social media and new digital tools  into your plan.
  • 60 days’ post–workshop support via phone/email on workshop covered materials / topics

Who should attend?

Senior marketing or advertising professionals in either B2C or B2B businesses, in any industry who want to strengthen their strategic thinking, master proven techniques and lead their colleagues and staff to best practice marketing planning.

Directors, Division Heads, Senior Managers, General Managers, Managers, and senior staff responsible for:

  • Marketing
  • Product Marketing and Strategy
  • Branding
  • New Product Development
  • Digital Marketing
  • Social Media Marketing
  • Trade Marketing