"Katrina Olson's Marketing Planning Master Class helped me approach marketing planning in a more strategic way. It helped me set measurable goals, have important discussions and work on things that we sometimes don't take the time to do. I highly recommend this course.
Cara Backman-Perlis, Marketing Mgr., Franklin Empire, Montreal, 2018 "Graduate"
Build the foundation for your marketing plan in just 4 weeks!
Whether you've never developed an annual marketing plan, or you'd like to do it better, this class is for you. Or, if your marketing plan looks more like a checklist than a strategic document with goals and objectives, you'll want to take this course.
You’ll meet with Katrina and your fellow students for 1.5 hours, every week, for 4 weeks. By the end, you'll have the outline for a comprehensive and actionable marketing plan that's based on your company's priorities, strategic plan and business goals.
Who should attend?
Marketing vice presidents, directors, managers • Marcom directors, managers • Marketing team leaders • Directors of sales/marketing • One-person marketing departments • Branch managers with marketing responsibilities • Owners with marketing responsibilities • Sales staff with marketing responsibilities or who want to work better with marketing
"Katrina Olson's Marketing Planning Master Class was very beneficial. I had the privilege of l
earning material that I did not learn in my college communication courses. Taking this course has given me new and exciting ideas to bring back to the table here at work. I look forward to learning more from Katrina and continuing to grow in the marketing field."
Caroyln Herring, Marketing Associate, Womack Electric Supply, 2018 "Graduate"
What You'll Learn
During this hands-on, interactive course, you’ll learn how to develop a real-world, actionable marketing plan using Katrina’s 8-step strategic marketing planning process. Her clients have in electrical distribution, healthcare, small businesses and non-profits have successfully used this process for more than 20 years.
Click here for a detailed syllabus.
How You'll Learn
Each 1.5-hour session will be delivered using the CourseSites (online) Learning Management system and includes:
- Discussion of previous week’s work
- Live online “classroom” instruction"
- Group discussion and strategy (if desired)
- “Office hours”/Individual Q&A (as needed)
If you have questions during the week, you can email me and I'll respond within 12 (usually fewer) hours.
A Personal Message from Katrina
The Marketing Planning Master Class with Katrina Olson was a great resource for putting together an in- depth and well- thought-out marketing plan. The open online forum allowed attendees to discuss and share best practices and the guest speakers were very informative. I highly suggest taking this course to enhance your marketing planning skills.
Why You Need This Class
Let’s face it. Few people (besides me) really enjoy developing a marketing plan. That’s why so many companies never have a documented marketing plan. (And if you don’t commit to this class, you probably won’t have one either.)
The other reason you don’t have a marketing plan is because you’re so busy responding to others’ requests that you don’t have time. (By the way, that’s because you don’t have a marketing plan.)
When you have a written, management-approved marketing plan, it’s easier to say no to unnecessary requests that don’t support that plan. So you’ll spend your time on activities that will actually help the company, instead of spinning your wheels, or spending your time ordering hats and t-shirts.
This 4-week course will force you to commit to working on your marketing plan every week. You will commit to yourself, to your company, to your classmates and to me. And I will hold you to that commitment.
But the biggest benefit of preparing a marketing plan is the process itself—because it forces you to think through important questions related to marketing your products and services. The knowledge you gain will help you better address they daily challenges you face marketing your company.
Need help convincing your boss?
- Companies with a written marketing plan saw 30% faster growth than those without.
- A disciplined, strategic marketing plan greatly increases your chances of success.
- A well-thought-out marketing plan ensures that marketing objectives are aligned with business and sales goals.
- It keeps marketing staff focused on business goals, not the next "shiny object" or daily fires.
- New technologies are added when needed, when the investment is planned and justified.
- A plan helps you establish tasks and timelines based on clearly defined objectives.
"I'm not a markete
r, but that's the role my company asked me to fill. Working in an industry where marketing is typically looked at as an afterthought, I found little help through my own research and was feeling a bit lost. During an AD Conference, the president of my company heard Katrina speak and suggested I take her Marketing Planning Msater Class.
Coincidentally, during the first two weeks of her course, my company asked me to create a marketing overview for a big presentation. Thankfully, we had already developed so much amazing content from just 2 classes that I was able to put together an overview that 'wowed' our executives.
I'm already seeing everything in a new perspective. I have a vision, a strategy, and many innovative ideas I'm anxious to put into motion. I feel excited about my job and the possibilities that lie ahead for my company. Thanks, Katrina!"
Meggan Wilson, Marketing Designer, Cardello Electric Supply & Lighting, Pittsburgh, 2017 "Graduate"
Frequently Asked Questions
What if I have to miss a session due to a meeting, travel, or other conflict?
Of course, you’ll get the most out of the class if you attend every session. But, if you have to miss, you should first review the PowerPoints that will be available immediately after each session. Because I come from a university teaching background and not a presenting background, the slides are very clear and information-packed. If you still have questions, we can schedule a phone conference. Finally, you can have someone attend in your place and take notes.
Other than my time and registration fee, what will this require from my company?
Ideally, your company has a strategic or business plan, and goals that will inform your marketing goals. If not, you may need to ask for guidance from management. You may also need information from your accountant, controller, or CFO about sales, marketing budgets, or past years’ expenditures. When you get to the granular level of estimating the costs, you may want information from your accountant, vendors, or media companies.
How much time should I expect to spend on homework?
Past students say they spent 1-2 hours on homework. The first few weeks, it’s pretty light…maybe a half to one hour. But in later weeks, as we get into strategies and tactics, it may be closer to two or three.
What if I can’t/don’t finish my marketing plan before the class ends?
First, you get downloadable weekly worksheets and PowerPoints (PDFs) to keep forever and use every year. Second, you get unlimited “offline” help with your marketing plan during class, and for about a month after class ends. Third, I’ll do whatever I can to help you compete your marketing plan.
About Your Instructor
Katrina Olson is an award-winning marketing consultant and former university professor who has helped marketing people hone their skills and grow their businesses for more than 30 years. Katrina is a marketing columnist for Hardwood Floors, Canadian Electrical Wholesaler, and tED magazine. She has judged tED magazine's annual Best of the Best Marketing Competition since 2006.
Katrina also hosts MarketBoldly, a podcast for executives, brand managers, branch managers, marketing directors and sales managers in distribution who want to build their brand, stimulate sales and drive profits. Find MarketBoldy on iTunes and Google Play.
In 2017 Katrina received several content marketing awards inclding Platinum (International) Hermes Creative Award, a dotComm Award from the Association of Marketing and Communications Professionals, and a PR Daily Digital PR & Social Media Award from Ragan Communications. In 2018, her Market Boldly Podcast received Gold AVA Digital, Award, a Gold dotComm Award, and a Gold Hermes Creative Award.
YEARS TEACHING AT A BIG TEN UNIVERSITY
YEARS WORKING WITH ELECTRICAL DISTRIBUTION
YEARS' MARKETING EXPERIENCE
MARKETING CREATIVE AWARDS
"I highly recommend this class. Katrina does an excellent job covering the basics of marketing (a good refresher for experienced students) and of building a meaningful, results-oriented plan from the ground up."
Scott Lepsky, Marketing Mgr, F.D. Lawrence, 2018 "Graduate"