Developing the Marketing Plan 2020 | Canadian Marketing Association (CMA) | 11 August 2020 | VIRTUAL EVENT

This one-day interactive seminar is ideal for emerging marketing managers — those who are progressing in their careers to a position which requires more strategic thinking and team leadership. The seminar is also ideal as a refresher for those who are approaching the busiest planning stages on their calendar.

You will learn and practice the essentials of what goes into a successful marketing plan. You will also investigate how to prepare the marketing plan and how to share your strategy with your team and organization.

Topics Include:
• Overview of the contents and elements of a marketing plan
• Steps involved in developing the plan
• Key components of an effective plan
• Review tools and resources available for marketing planning
• How to summarize the situation analysis and understand the target market and segments
• Approaches to formulate budget allocation and build the marketing forecast
• How to establish the evaluation framework and conditions in order to measure success.

You Will Learn How To:
• Distinguish between different kinds of plans
• Prepare for the marketing planning process
• Do a proper SWOT analysis
• Analyze the competition
• Develop marketing objectives and strategies
• Project-manage the planning process

You Will Benefit From:
• Knowledge on how to lead your team to effective development and sell-in of the marketing plan
• Understanding the differences between objectives, strategies and tactics
• Understanding how the different functional elements of a plan work together
• Knowing how to use the plan as a living document to assess progress and adjust as required
• Knowing how to communicate your plan and gain alignment within your organization

Who Should Attend?
• Marketing managers and brand managers
• Agency account managers and supervisors
• Marketing communications specialists
• Mid-level managers

2020 Facilitator

Richard Toker
Principal, Rich Content Marketing Communications

2020 Sponsors

MAJOR SPONSORS:
• BMO
• CIBC
• Environics
• Microsoft
• Salesforce
• Scotiabank
• TD