Developing the Marketing Plan

August 11 & 12, 2020
9:00 a.m. – 11:30 a.m. ET (each day)

Member: $645
Non-member: $845



CM logo Earn 2.5 CM
CPD credits



Crafting a successful marketing plan is both an art and a science.

Because the planning process is critical to the success of any marketing project, the marketing plan is the most important document for guiding the right teams to achieve the business goals of the organization. Building the marketing plan involves intrinsic knowledge of plan components, management skills, and collaboration abilities. Teams must also learn how to effectively craft, communicate, and execute the plan to reach desired outcomes.

This 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.

All of the above topics are complimented with examples and exercises for participants to practice approaches and tools.

You Will Learn

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


Richard Toker
Rich Content & Partner at Branderos

Richard Toker is a Toronto based marketing consultant, educator and facilitator. Since launching Rich Content in 2008, Richard has developed and managed numerous marketing programs including branding, direct and digital marketing, content and on-boarding programs for a variety of clients, and has worked to develop and nurture marketing management and leadership skills amongst emergent marketing professionals and facilitated creative problem solving and marketing change management at a diverse range of organizations including Aimia, Amex, BDC, CAA, CBC, CIBC, Canada Post, the ICA, Environics Analytics, Foresters, OLG, Public Health Ontario, RBC, Recipe Unlimited and Tangerine. Prior to starting his own practice Richard was a Marketing Director at Rogers Communications and also spent 20 years honing his solution focus skills in the advertising business.  Since 2015, Richard has partnered with Joel Sears in Branderos, a boutique brand and marketing communications non-agency catering to small and medium sized businesses who are used to channeling their inner Maverick, yet when it comes to finding the right marketing support, are faced with costly and bureaucratic ad agencies, or with independents who lack the expertise required to corral new customers.

Richard is a Chartered Marketer, a fully trained practitioner of the Osborn-Parnes Creative Problem Solving method of applied creativity, and is certified to deliver the FourSight® Thinking Profile assessment to individuals and teams. Richard has facilitated training, innovation and applied creativity on behalf of many organizations and for the Canadian Marketing Association, where he has served as chair of the Education Committee, and most recently, helped to develop the Chartered Marketer program. Richard also is fully trained in Solution Focus, a well-researched and widely used change and facilitation toolbox. Solution Focus helps organizations, teams and individuals to create shared understanding, clarify desired outcomes, and get people moving forward.

Seminar Cancellation Policy

Cancellation of registration must be received in writing (e-mail is acceptable) no later than fifteen (15) business days prior to the date of the seminar in order to receive a full refund. Cancellation of registration received within fourteen (14) and four (4) business days of the seminar will be subjected to a refund, less 10% of the registration fee to meet administrative costs. No refunds or credits will be given for cancellations made three (3) business days prior to the seminar. If you registered for a seminar but are unable to attend, substitutions are welcome anytime at no extra cost.

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