Breakthrough Marketing Plans

Almost every company creates a marketing plan each year.

Many spend hundreds of employee hours researching, preparing and presenting their work to senior executives. But most marketing plans are a waste of time; they are too long, too complicated and too dense. They end up sitting on a shelf, unread and unrealised. Breakthrough Marketing Plans is an essential tool for people who create marketing plans and people who review them.

Based on the best seller from Professor Tim Calkins of Kellogg School of Management, Hannah Cooke and Colleen Ryan provide simple, clear frameworks that are easy to apply, and highlight why marketing plans matter, where they go wrong and how to create a powerful plan that will help build a strong, profitable business.

Online Course Format
This workshop is also offered in an online format. A 90-minute live session will be held once each week over 4 weeks. The facilitator will present that week's topic live online with other participants. There will also be activities and resources to support your learning.

Choose Your Date and Location

Learn how to build sharper marketing plans with clear frameworks, stronger strategy, and greater buy-in.

08/12/2026

9:00am - 4:00pm

Auckland

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Don't Take Our Word For It

"Colleen is a really clear and helpful facilitator. I got a lot out of the workshop and I'm leaving with new skills and ideas to bring into my everyday work."

Past Attendee

2025

"Well informed and experienced facilitator who made the content relatable and applicable. She showed a genuine interest in the group and ensuring that everyone could apply her framework to their mahi."

Past Attendee

2025

"Loved Colleen. Great content."

Sophie

Yealands, 2025

"Excellent topic. Really appreciated the knowledge and expertise of others in the room. The course has been immediately useful as I work through the marketing plan for our company."

Genia

2024

"I want to thank Colleen and Hannah for a great day of learning."

Past Attendee

2024

You'll Learn How To

Understand what makes a marketing plan effective

Explore the key elements of successful plans, and why some plans drive results while others fall short.

Follow a clear, practical planning process

Work through a structured approach that takes you from business context through to strategy, tactics, and delivery.

Set focused, meaningful objectives

Define goals that are specific, measurable, and achievable with clear links to your role and level of influence.

Develop and prioritise strategic initiatives

Identify the strategic options available to you, and determine which will have the greatest impact based on your objectives and context.

Translate strategy into clear, actionable tactics

Build execution plans that are realistic and directly support your strategic direction.

Distil your plan into a one-page format

Simplify your thinking and communicate your plan in a way that's easy to understand and act on collaboratively.

Build a plan that gains buy-in

Learn how to confidently communicate your thinking and engage stakeholders to get support for your plan.

Facilitator, Colleen Ryan - Online

Partner, TRA

With a strategic and curious mindset shaped by over 40 years of experience across Europe, North America, and APAC countries, Colleen is a pioneering force in the field of insights and planning.

Facilitator, Hannah Cooke - Auckland and Online

Head of Marketing, TRA

With a diverse background in arts, government, start-ups and B2B, Hannah's marketing career has taken her from theatre marketing at Auckland Live, to government comms at London's City Hall and supporting London’s business community at SXSW.

Facilitator, Shaun Fitzgibbon - Auckland

Managing Partner, TRA

Shaun is passionate about helping organisations achieve dramatic and lasting improvements in performance through understanding people.

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