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Master Class: Impactful and Integrated Marketing Plans

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Location

IESE Business School NY Campus

165 West 57th Street

New York, NY 10019

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Refund Policy

Refund Policy

Refunds up to 30 days before event

Event description

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IESE Business School New York Campus
Master Class


Impactful and Integrated Marketing Plans

Dates: November 9-10, 2017

Program Fee: $1,750 (includes all reading materials and lunch for the two days)

In this comprehensive and highly practical two-day program, you will gain a broad overview of strategic marketing and acquire the tools to devise solid marketing plans from B2C, B2B and non-profit perspectives. The course will examine the core components of successful marketing in a highly practical approach - from designing strategies to connect with your customers, to leveraging key metrics to continuously optimize your marketing operations.

Participants receive:

  • A Marketing Plan Element Checklist
  • A Marketing Plan Document Template
  • A Marketing Plan Example

In a dynamic learning forum, you will expand your awareness of:

  • The fundamentals of effective marketing strategy
  • Competitive, industry and trend analyses that underpin the marketing plan
  • Cohesive marketing plans that align with your overall marketing strategy
  • How to calculate realistic marketing budgets
  • Strategies to engage and retain customers
  • Marketing metrics for ongoing optimization



Day 1

Morning: Planning Process & Upfront Analysis

  • Key steps, timing & players involved in the Marketing Planning Process
  • Marketing Plans & Strategic Plans: How they differ & relate to each other
  • Marketing Plan pre-work
    • Industry, competitive & past performance analyses
    • Target persona identification
    • Path to purchase understanding
    • Primary marketing research studies
    • Data/information sources

Afternoon: Brand Strategy, Business & Marketing Goals, Budgeting, Integration

  • Key strategy elements: brand positioning, segmentation, sources of volume
  • Setting business and marketing plan goals and objectives
  • Determining marketing budget and allocating it across marketing elements
  • Developing a meaningful and impactful integrated marketing message

Day 2

Morning: Optimizing Traditional Marketing Plan Elements

  • Advertising creative & “traditional” media plans
  • Consumer promotion tools and when to deploy them
  • Trade and intermediary promotion tools and when to deploy them
  • Public relations, event, and cause marketing approaches

Afternoon: Digital Marketing Tools, Marketing Plan Metrics and Execution

  • Digital Marketing: website, search, social media, e-commerce optimization
  • Integrated marketing flowcharts, seasonality and geographic emphasis
  • Program prioritizations: must haves vs. nice to haves, risks and hedges
  • Monitoring performance
    • Individual marketing element performance
    • Marketing mix optimization (changing marketing element choices)
    • Plan development timing, execution/implementation, and pitfalls



Who should attend

  • Product, marketing and brand managers
  • Advertising professionals
  • Market Research managers
  • Financial analysts and strategists focused on marketing operations
  • Functional specialists who support marketing departments
  • Brand consultants
  • All learning applies to Business to Consumer, Business to Business & Non-profits

About the Professor:

Professor Michelle Greenwald

Michelle Greenwald is an Adjunct Associate Professor of Marketing at IESE Business School for Executive Education and the MBA programs. She is a graduate of the University of Pennsylvania and the Kellogg Graduate School of Management at Northwestern.

Professor Greenwald is a former Senior Vice President of New Business Development at Disney and a Vice President and General Manager of New Products at Pepsi-Cola.

She is also the CEO of Inventours-- Inspiration For Innovation, a series of programs providing insider access to innovation thought leaders in the world's most creative cities. She writes a column for Inc.com on innovation. She was selected by Advertising Age Magazine’s as “One of the 100 Best and Brightest Women in Advertising and Marketing in the U.S.”.

Date and Time

Location

IESE Business School NY Campus

165 West 57th Street

New York, NY 10019

View Map

Refund Policy

Refunds up to 30 days before event

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