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NEW IN 2013


  • Hobart: 17 May. Venue: The Old Woolstore, Apartment Hotel, 1 Macquarie Street.
  • Melbourne: 13 June. Venue: Cliftons Melbourne, Level 1, 440 Collins Street.
  • Perth: 4 July. Venue: Cliftons Perth, mezzanine Level, Australia Place, 15-17 William Street.
  • Adelaide: 24 July. Venue: Cliftons Adelaide, Level 1, 80 King William Street.
  • Sydney: 23 August. Venue: Cliftons Sydney, Level 13, 60 Margaret Street. 
  • Brisbane: 7 November. Venue: Cliftons Brisbane, 288 Edward Street.

Online registration – click on date link above | PDF registration


This half-day workshop will take participants on a journey through key strategic marketing concepts, specifically the aspects of organisational strategy through to implementation (tactics). This understanding will clarifies participants' ability to understand both their organisation's motivations and clients’/customers' needs for more effective marketing. This workshop will leverage key concepts of strategy for better strategic understanding.

Through a combination of individual and group activities, videos and facilitator-led discussion, participants will investigate strategy from the organisation's perspective with specific discussion on organisational vision, mission and goals. The participants will then build an overview the organisational strengths and weaknesses and look at the situational analysis that includes products/markets, customers (inc. segmentation and insights), competitive landscape and the environment scan (social, demographic, political, economic and technological). These aspects inform the SWOT analysis that drives the marketing strategy, objectives and KPIs for specific target markets, products/services and brand.

Reference will be made to the business to business (B2B) and business to consumer (B2C) aspects of marketing. The contemporary marketing mix (7Ps) is reviewed to ensure that all participants understand how strategy is linked to tactical marketing activities.

This workshop, while carefully capturing current thought on strategy and marketing, provides excellent cross-fertilisation of ideas and an interactive workshop space for all participants to evolve their marketing skills and build shared understanding for the organisation.

The workshop qualifies for 3.5 hours of professional development under the AMI's Certified Practising Marketer program.


  • Strategic planning
  • Why organisations exist
  • Things we are great at doing
  • The strategic marketing environment
  • SWOT
  • The tactical marketing plan

More detail about the workshop content can be found in the 2013 Foundation Wokshops PDF brochure (PDF, click here).


Cost (inc GST): AMI CPM Members $360; AMI Members $390; Non-members $490
Interstate CPM $180; Interstate AMI Member $195.

Online registration is available; click on the relevant date 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 Workshops 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


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