2013 DATES AND VENUES
- Sydney: 22 May. Venue: Cliftons Sydney, Level 13, 60
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
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.
- 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 Strategy | Analytics for Attribution |
Driving Marketing Strategy
| Managing Integrated Marketing
Communications | Scenario Planning | Social Media Strategy