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Online registration – click the relevant date above | PDF registration


This two-day intensive workshop looks at how marketing strategy can be developed and captured in the marketing plan. It looks at what's driving the organisation and how to align its resources with the opportunities in the marketing environment. In groups, a strategic marketing template is worked through to develop a tactical marketing plan.

Participants will work in groups to develop a strategic marketing plan for an organisation working in environmental consulting (B2B) or the digital entertainment markets (B2C). These are lateral thinking exercises that allow participants to explore the strategic and tactical possibilities in an open forum, structured around the marketing concept.

The strength of this workshop is in the facilitated discussion with the diverse participants around the topic area, i.e. strategy, tactics and planning. Participants with be able to discuss their own organisation's planning needs and issues and can use the workshop to write their own plan in parallel with the structured activity.

Participants get a comprehensive set of notes on the topic, examples, and other related resources including topic podcasts.

It is recommended that participants have a basic knowledge of marketing concepts or have attended the Marketing Principles workshop before attempting this workshop.

This workshop qualifies for 16 hours of professional development under the AMI's Certified Practising Marketer program.


  • What is Planning
  • People in the Planning Process
  • Strategic Planning
  • The Marketing Environment
  • The Planning Process
  • The Organisation
  • External Analysis
  • SWOT
  • The Tactical Marketing Plan
  • Make Your Plan Live

For more details about the workshop, see the full 2013 Foundations workshops PDF brochure (click here).


Cost (inc GST): AMI CPM Members $760; AMI Members $790; Non-members $990.
Interstate CPM $380; Interstate AMI Member $395

Online registration is available; click on the relevant date in the list 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 Foundation workshop PDF brochure contains more detailed information about each workshop and a registration form (PDF, click here) (registration PDF only).

FAX 1300 131 468
TEL 1300 737 445
EMAIL events@ami.org.au
MAIL Foundation Workshops, Australian Marketing Institute, GPO Box 5295, Sydney NSW 2001


Foundations overview page | Business and Public Relations Writing | Effective Marketing Plans | Marketing Principles | Project Management Skills | Public Relations Strategy | Social Media Applications | Digital Marketing | Event Marketing and Sponsorship | Measuring Marketing Performance | Online Writing | Search Engine Tools | Better Briefs | Brand Story | Communicating Change | Mobile Marketing | Practical Email Marketing | Research, Insight and Action | Strategic Planning Overview


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