Event Postponed
The AMA Marketing Department of One training session scheduled for March 26-27 in Philadelphia, has been postponed due to the rapid developments regarding COVID-19.
Your Options
Move to the rescheduled date. We hope you’ll consider attending the AMA Marketing Department of One training session rescheduled for August 10-11, 2020, in Philadelphia.
Registration refund. You can also choose to get a full refund of your event registration.
Our AMA Support Center team can help you rebook for the new date or issue you a refund. You can email them at customersupport@ama.org. Please know due to increased volume, it may take us 3-5 business days to process your request.
Hotel Reservations
If you booked your room at The Bellevue Hotel through our official room block, your reservation will automatically be canceled. If you booked outside of this block, or at a different venue, you are still responsible to make cancellation arrangements.
Event Description
Being the only marketing professional in an organization can be energizing and challenging, but some days it can also be lonely and frustrating.
In this hands-on session, you’ll learn how to set up and run an impactful marketing department, even if you’re the only person on the marketing team. We’ll help you develop a solid foundation for leading your organization’s marketing more strategically and efficiently. The major aspects of running a marketing department will be covered, including messaging, building a marketing plan, measurement, working with sales teams, customer research techniques and the magic of creative briefs. Better still, you’ll hear firsthand how your fellow classmates have tackled problems similar to your own.
Bring relevant documents such as current marketing plans, calendars, budgets, corporate strategic plan and any customer research or feedback you’ve gathered. It’s no problem if you don’t have all or even any of this, you’ll make a lot of progress in this class regardless of your starting point.
Pricing
| Early Bird (Ends 02/25/20) | Standard Price | |
| AMA Member | $1,395 | $1,495 |
| Non-Member | $1,745 | $1,869 |
Key Takeaways
- Learn how to develop a positioning statement for your company or product
- Understand how to bridge a positioning statement to a marketing messaging
- See how to measure the effectiveness of your marketing plan
- Determine the best approach for building your company’s marketing plan
- Recognize when it’s time to hire an agency or other outside creative resources
Who Should Attend
Marketing professionals who are responsible for both creating and executing the marketing for organizations of all sizes and types. While the curriculum is tailored to marketers working in smaller departments, the course will have applications for anyone leading a marketing organization.
Interview with the Instructor
AMA Event Policies
Thursday, March 26
Registration and Breakfast
We’ll kick off the day with breakfast. You’ll also be provided with lunch and breaks throughout the day.
Research Basics: Understanding Your Customer Better
- Qualitative versus Quantitative
- Asking Good Questions
- Net Promoter Score
- Exercise: Draft a research plan
Defining Your Target Customer
- Who’s Your Target
- Exercise: Who’s in Your Bull’s Eye?
- Tool: Persona Worksheet
Positioning
- Overview
- Tool: Positioning Formula
- Unmet need and the problem you’re solving
- Exercise: Beers with Peers
- Defining Your Competitive Set
- Exercise: Where’s Your Sandbox
- Exercise: Who’s Your Competition
- Identifying a Strong Point of Difference
- Exercise: Stand Out From the Crowd
- Exercise: Climbing Your Benefit Ladder
- The Reasons to Believe your Point of Difference
- Exercise: No BS
Messaging
- Bridging from Positioning to Messaging and Elevator Pitches
- Tool: Messaging Matrix
- Exercise: Building Messaging Bridges
Networking Reception
Friday, March 27
Breakfast
Developing Your Marketing Plan
- Preparing to Build a Marketing Plan
- Exercise: Marketing Pulse Check
- Exercise: Competitive Detective
- Tool: Audit Matrix
- Setting Your Plan Objectives
- Tool: Planning Worksheet
- Marketing Strategies
- Exercise: Establishing Key Strategies
- The Wonderful World of Tactics
- Exercise: Tactical Goodie Bag
Putting Your Plan into Action
- Creative Brief
- Exercise: Draft a Creative Brief
- Tool: Creative Brief Template
- Agency Hiring
- Exercise: Perfect Fit
- Tool: Agency Assessment Grid
- How to Be a Great Client
Susan Silver
President, Argentum Strategy GroupSusan Silver is a marketing expert with almost 30 years of experience working with businesses ranging from those in the Fortune 100 to pre-revenue startups. Her company, Argentum Strategy Group, provides strategic marketing assistance to small and mid-sized B2B and B2C companies. Prior to founding Argentum, Silver held positions in sales at Procter & Gamble, market research at Westvaco, and marketing, general management, and P&L leadership at Kraft Foods. An Entrepreneur-in-Residence for Future Founders, Silver has also been the marketing coach for the University of Chicago’s Booth School of Business’ New Venture Challenge and a guest lecturer at Northwestern University’s Kellogg Graduate School of Management. Silver currently sits on the advisory boards of TopStepTrader and ZipFit Denim.
Training Series Location
The Bellevue Hotel
200 South Broad Street
Philadelphia, PA, 19102
>Book Your Room
Please know that any hotel room booked outside the AMA negotiated block may not be eligible for the discounted rate. Those reservations may also have a different cancellation policy and will not be eligible for reimbursement in the case of event cancellation.
Air Travel Discount
The AMA has teamed up with Delta Air Lines to offer a special discount on air travel. Click here to get started. You can also call the Delta Meeting Network at (800) 328-1111 and refer to meeting code NMTSM. There is no service fee for reservations booked and ticketed via this service.
Conference Attire
Conference attire is business casual. Meeting rooms tend to be cool, so you may wish to bring a sweater/jacket.
Area Attractions, Events and Tourism
Please visit the discoverphl.com for additional city information.
ADA
The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Support Center at (800) AMA-1150 or customersupport@ama.org. A member of our staff will ensure that appropriate access arrangements are made. If you have specific disability-related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.