Building Impactful and Integrated Marketing Plans

In this comprehensive and highly practical two-day program, you will gain a broad overview of strategic marketing and acquire the tools to devise solid marketing plans from B2C, B2B and non-profit perspectives.


  • Gain a broad overview of strategic marketing
  • Acquire the tools to devise solid marketing plans from B2C, B2B and non-profit perspectives
  • Learn to design strategies that connect with your customers
  • Discover how to leverage key metrics to optimize your marketing operations

The “Strategic Marketing: Building Impactful and Integrated Marketing Plans” program is structured in two days around the following topics:

Morning: Planning Process & Upfront Analysis

  • Marketing planning process: Key steps, timing and players involved
  • Marketing plans & strategic plans: How they differ and relate to each other
  • Marketing plan pre-work:
  • Industry, competitive and past performance analyses
  • Target personal identification
  • Path to purchase understanding
  • Primary marketing research studies
  • Data/information sources
  • Assess the complexity inherent in the global marketplace and specific challenges that arise in matrix organizations.

Afternoon: Brand Strategy, Business & Marketing Goals, Budgeting, Integration

  • Key strategy elements: Brand positioning, segmentation, sources of volume
  • Setting business and marketing plan goals and objectives
  • Determining marketing budget and allocating it across marketing elements
  • Developing a meaningful and impactful integrated marketing message

Morning: Optimizing Traditional Marketing Plan Elements

  • Advertising creative and “traditional” media plans
  • Consumer promotion tools and when to deploy them
  • Trade and intermediary promotion tools and when to deploy them
  • Public relations, event, and cause marketing approaches

Afternoon: Digital Marketing Tools, Marketing Plan Metrics and Execution

  • Digital marketing: website, search, socialmedia, e-commerce optimization
  • Integrated marketing flowcharts, seasonality and geographic emphasis
  • Program prioritizations: must haves vs. nice to haves, risks and hedges

Monitoring performance

  • Individual marketing element performance
  • Marketing mix optimization (changing marketing element choices)
  • Plan development timing, execution/implementation, and pitfalls

Is This Program Right for You?
The “Strategic Marketing: Building Impactful and Integrated Marketing Plans” program is aimed at:

  • Marketing managers, product and brand managers
  • Advertising professionals
  • Market research managers
  • Strategists and financial analysts working with brands
  • Functional specialists who assist marketing departments
  • Consultants who work with brands and technology companies

All learning applies to business to consumer, business to business & non-profits.


The “Strategic Marketing: Building Impactful and Integrated Marketing Plans” is a two-day program that will examine the core components of successful marketing in a highly practical approach – from designing strategies to connect with your customers, to leveraging key metrics to continuously optimize your marketing operations.

Essential tools:

  • A Marketing Plan Checklist
  • A Marketing Plan Template
  • Marketing Plan Examples, based on actual company examples

The faculty of the “Strategic Marketing: Building Impactful and Integrated Marketing Plans” program is made up of:

Michelle Greenwald | IESE Business SchoolMichelle Greenwald (academic director)
Is a renowned marketing expert, professor, author and business innovator with decades of frontline experience with leading corporations including Disney, GM, Pepsi-Cola, Mattel and Nestlé. Professor Greenwald is the author to prominent media outlets such as Forbes and

Admission Process
The program has a three-step admission process:

  1. Participants must complete and submit the online application.
  2. The Executive Education Department will contact the participant by email to acknowledge receipt of the application. It will also provide information about the program dates, sending of prior study materials and the bank details needed to pay tuition.
  3. The participant pays tuition (payment must be made before the start of the course and before prior study materials are sent). This is an essential prerequisite for participating in the program.


The program fee is tax-exempt and includes academic materials and lunches. It does not include travel or accommodation expenses.

Check the cancellation policy below.

Spaces are limited and filled in strict order of registration.

Do you know about our corporate agreements and fees for multiple registrations? Feel free to ask us.

Arranging Payment
We accept payments by credit card, check or wire. Checks should be made payable to IESE USA Inc. For more payment information, please reference your invoice.

Payment Deadline
After the initial deposit, the balance of the tuition is due no later than 2 months prior to the start of the program.

Cancellation Policy
Cancellations received within 20 days prior to the start of the program are subject to a cancellation fee equivalent to 25% of the program fee. IESE reserves the right to cancel this edition of the program or to change the dates up to 20 days prior to its start. IESE is under no circumstances responsible for travel expenses incurred. Participants should consider travel cancellation coverage in the exceptional event that the program is cancelled or that participants are unable to attend for personal or professional reasons.

Fee Reimbursement
We urge you to explore, and take advantage of, fee reimbursement that some companies offer to their employees. Please contact us if you need assistance coordinating with your company.


March 7-8, 2019


IESE New York
Stefania Randazzo
+1 (646) 346 8825
How to arrive


Go to Focused Programs Calendar


  • IESE offers you the opportunity of designing a personalized development plan. With the support of an academic adviser, you will ll select at least four focused programs that address your unique interests and learning objectives. Once completed, you will receive the IESE Executive Education Certificate and become elegible to join IESE’s Alumni Association.

    Contact an adviser – Learn more about our Focused Programs portfolio and the ones that best reflect your development needs.

     Request the Executive Education Certificate – If you have already completed four or more programs and meet the requirements, you can apply for your certificate here.

  • IESE’s Executive Education Certificate offers a series of key benefits:

     Professional guidance with an IESE adviser.

    5% discount on any future focused program.

     Possibility of becoming a member of the Alumni Association, which delivers a broad array of exclusive benefits, ranging from professional support services to access to more than 300 Alumni learning sessions per year. Delivered around the world, sessions are a chance to learn and build your network.

  • To receive the IESE Executive Education Certificate you must meet the following requirements:

    Complete at least four focused programs (in English or Spanish).

    Programs must be completed within three years.

    Programs should amount to a minimum of 13 days of learning. You can view the focused programs calendar here for a list of available programs.


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IESE New York – – (+1) (646) 346-8825