Building a Marketing Plan

More and more, marketers are under pressure to produce smarter, more effective marketing plans in less time and with smaller budgets. This unique, interactive course offers the fundamentals of an effective marketing plan, with insight from case studies and examples of market success.
Course Content Includes
• the strategic foundation – the role of a strong brand and the importance of consumer insight
• the introduction of a marketing plan template
• discussion of each section of the marketing plan – what is involved, what it could look like, examples, advice
• the marketing mix – creative, traditional media, digital media, PR , sponsorship, consumer promotion, experiential marketing, B to B – when and how to use effectively, examples, measurement
• case study

This course is designed for
– people in the marketing and communication profession

ABOUT THE INSTRUCTOR
The instructor is Sharon Bell, with 20+ years as a marketing leader, in companies that include Procter & Gamble (P&G) and ATB Financial (ATB), delivering financial, customer and employee engagement results. Sharon led a P&G unique corporate marketing team, designed to protect marketing as a competitive advantage. Following that, Sharon led a multifunctional, multilevel, cross border team to develop and implement a bold five year category strategy on household paper. This strategy re-launched all of the household paper brands, to turn a money losing business into a profit contributor. In 2002, Sharon joined ATB Financial as Vice President Marketing. Her primary focus was to upgrade and expand marketing capability, which would directly contribute to business results. She led the work to introduce ATB’s first provincial campaign to establish the ATB brand. Sharon is now an independent consultant, working with companies (of all sizes) to strengthen their position in the market as well as to develop marketing people through training and mentoring. Sharon is also a sessional instructor at the University of Alberta and MacEwan University.

ACE Members – 20% registration discount

REGISTRATION AND QUESTIONS
Online registration at http://www.acaweb.ca/en/courses
Questions – please contact Davina Wong at 1 800 565 0109 ext. 1007 or [email protected]

ABOUT THE ACA
Founded in 1914 and incorporated in 1917, the Association of Canadian Advertisers (ACA) is a national, not-for-profit association exclusively dedicated to serving the interests of companies that market and advertise their products and services in Canada. www.acaweb.ca