Scenario Planning

2014 Workshop Dates and Venues

>> Sydney: 13 May

Online registration – click relevant date above | PDF registration

Workshop Outline

This one day interactive workshop is for participants to gain a thorough understanding of one of the key strategic frameworks for which marketing can and should play a major leadership role. Marketers should be the experts in understanding the environment, market changes and likely impacts on the organisation. Scenario planning is in essence a sophisticated environmental scanning approach that marketers must understand.

Scenario planning has received 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 a corporation’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 course qualifies for eight hours of professional development under the AMI's Certified Practising Marketer program.

Facilitator: Mike Withford

Topics Covered

>> Environmental scanning
>> 4 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


Cost (inc GST): 
AMI CPM Member $850 | AMI Member $950 | Non-members $1150 | Interstate CPM: $425 | Interstate AMI Member $475

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

FAX 1300 131 468
TEL 1300 737 445
MAIL Foundation Workshops, Australian Marketing Institute, GPO Box 5295, Sydney NSW 2001