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  • Sydney: 22 May. Venue: Cliftons Sydney, Level 13, 60 Margaret Street.

Online registration – click on the relevant date link above | PDF registration

National Workshop Attendance: a discount rate is available for Australian Marketing Institute members who wish to attend a workshop not scheduled within their home state this year.

Facilitator: Mike Withford, Managing Director, Mosaic Strategy Consulting, and masters-level lecturer at MGSM, UNSW and University of Sydney.


This one-day interactive advanced workshop will provide participants with a thorough understanding of one of the key strategic frameworks being used in the strategy space for which marketing can and should play a major leadership role. Marketers should be the experts in understanding the environment, market changes and likely effects on the organisation. Are they equipped to play this role? Scenario planning is in essence a sophisticated environmental scanning approach that marketers must understand.

In an environment of rapid and unpredictable change, scenario planning has gained new impetus. Organisations are using formal structured approaches to build scenarios for both seizing emerging opportunities and for anticipating risks. Marketers have long used environmental scanning and PESTEL analysis, but rarely moved to the next stage of evaluating the impact, velocity and certainty aspects that are inherent in the scenario development approach.

The main question addressed by scenarios is whether an organisation's established filters are blocking important information that will be either valuable or harmful if withheld. Scenarios can be used at the corporate, market or project level. The use of scenarios can improve the quality of your strategic marketing thinking and allow you to target strategic insights before others do.

This workshop will provide participants with a practical understanding and approach, based on latest thinking and real-life examples, to improve or implement a scenario development process in their own organisations.

This workshop qualifies for eight hours of professional development under the Professional Maintenance Program of the Institute's Certified Practising Marketer Program.

Topics covered

  • Environmental scanning. How is it conducted?
  • Four key stages in scenario development
  • Strategy implications. Challenges to existing strategies and strategy design
  • Marketing strategy by scenario
  • Pitfalls in scenario planning to be avoided
  • Scenario ownership and communication

More information about the advanced workshop content can be found in the 2013 Advanced Workshops brochure (PDF, click here).

Who should attend this workshop

Those in middle to senior marketing and general management positions who want to be more business focused and strategic in their roles. It will appeal to those professionals who are key members of an overall strategy team or aspire to be. 


CPM Members $850 | AMI Members $950 | Non-Member $1150 | Interstate CPM Member $425 | Interstate AMI Member $475

Online registration is available; click on the relevant date link at the top of the page. Individuals can register themselves and colleagues online.

PDF registration can be used for individual or group bookings. The 2013 Advanced Workshops PDF brochure contains more detailed information about each workshop and a registration form (PDF, click here). If you just want the registration form, click here.


Overview of Advanced Workshops | Brand Architecture | Brand Management | Brand Positioning | Digital StrategyDriving Marketing Strategy | Managing Integrated Marketing Communications | Scenario Planning | Social Media Strategy

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