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The ability to effectively develop the elements of a marketing plan is a critical success factor for marketing professionals, business managers, and entrepreneurs. AMA is proud to introduce the Marketing Planning Boot Camp™, a new professional development opportunity that will give you the foundation to create a dynamic marketing plan of your own. During the program you will work with peers in a small group setting under close supervision of an expert in marketing plan development. Each group will create a marketing plan for the case study company specified at the beginning of the session.

The Marketing Planning Boot Camp™ instructor will operate in a consultative mode with each small group to coach them on creating a unique high quality marketing plan for the case study company. On the second day, each team will present highlights of their plan to the full class and will receive constructive suggestions, critique, and feedback from the instructor. Upon completion of the Marketing Planning Boot Camp you will have the tools and the confidence to begin doing marketing planning in your own organization.

What You Will Learn:

• Why a marketing plan must effectively fit in with the overall business planning process and how to ensure it does so.
• What constitutes an effective marketing plan.
• How to effectively create and apply:

• A situation analysis
• A competitor analysis
• Marketing objectives
• Market segmentation, target marketing, positioning, and marketing mix strategy approaches
• Action plans
• Appropriate metrics to monitor plan success

• How to best articulate an executive report of the marketing plan orally and in writing

At the close of the Marketing Planning Boot Camp™ you will have a complete example of a marketing plan, along with resources that you can use as a process guide when you develop a marketing plan in your own work setting!