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Marketing I Course Outline PDF Print E-mail
The LF Marketing School Courses were re-structured in 2010 and whilst the Marketing 1 & 11 Course topics s are the mainstay of our training programs the topicsPLUS OTHERS have been combined into a new format:   "THE COMPLETE PACKAGE"  (See Short Course Seminars for details)

Why should you attend?

The school is open to anyone interested in achieving and/or learning about effective marketing. It is a way to update or refresh skills; learn new ideas; keep ahead of trends; provide skills to upgrade your current position or get into a marketing role. Material is current and up to date with global trends. It is presented within a comfortable relaxed environment.

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Day One: Introduction - 10 points

The sessions that make up the introduction module outline the day to day aspects associated with shopping centre marketing and the role it plays in the success of a shopping centre. This module introduces the Shopping Centre Industry then weaves an interesting web of intrigue as the sessions delve into the strategic marketing mix and its application to shopping centre marketing.

Sessions discuss & workshop:
  • Financial aspects, objective setting and budget control procedures.
  • Advertising in our current environment, the strengths and weaknesses of different mediums and how to plan and use these mediums to achieve customer response.
  • The principles of advertising, layout and design.
  • Promotions and their relevance and the basics in strategic placement of activity.
  • The strengths and weakness of promotional activity matched to strategy.

A number of associated marketing topics are also included in the this module.

Day Two: Module R: Required Essentials - 15 points

Learn the combination of elements that form part of the required essentials to assist marketing in achieving success.

Sessions discuss & workshop:
  • Research; discover what research is all about - what is really necessary to assist marketing and then how to go about obtaining it- all aspects of relevant research are covered.
  • Learn the basics of shopping centre accounting - what does a Marketing Manager need to know?
  • The unique selling proposition - what are the elements in the marketing process that contribute to this important component.

A number of associated marketing topics are also included in the Required Essentials Module.

Day Three: Module A: Advertising - 15 points

"Less is more" is the main message in this module whilst it addresses all aspects associated with the planning, implementation and on-going monitoring and management of media allocations for shopping centre marketing.

Sessions discuss & workshop:
  • Selection and placement for cost effective reach and frequency.
  • The secrets of success in building and maintaining a "top of mind awareness" for shopping centres.
  • Setting strategies and rationale for advertising.
  • The steps in assessing the right type of media to match specific strategic direction.
  • Identifying and understanding national marketing trends and learning ways to adapt these to shopping centre marketing.
  • The laws and disciplines associated with advertising and how these can be used to improve communication to customers.

Day Four: Module B: Brand Marketing - 10 points

Treating marketing as an investment in the future of the shopping centre is the key message in this module.

Sessions discuss & workshop:
  • How to save valuable marketing dollars.
  • The secrets of brand development.
  • On-going brand management.
  • The immutable brand laws.
  • Brand creative - evolution and trends.
  • Consistency for results.


A number of associated marketing topics are also included in the Brand Marketing Module.

Whilst all sessions teach, review and expand on the traditional shopping centre marketing mix ingredients, every module has specific topics that are exclusive to the LFMS. These topics are the "secrets" that have kept the head of the school at the top of her field for many years.

  • Course dates booking for 2011
  • To be confirmed November 2010


For more information please contact us on 07 3846 7001.

Costs: Australian Courses

Members: Four Days: $2,280 plus GST per person or Per Day: $650 plus GST per person.

Three day courses New Zealand $1800 (A$) plus GST.

Note: Daily rate applicable only to participants already enrolled in courses and wanting to complete a single module.

Non Members: Four Days: $2,500 plus GST per person or Per Day: $700 plus GST per person. .
Payment Details
As places are limited payment must be received by Lyn Flannery & Associates prior to the courses.

Cancellations must be notified in writing 21 working days prior to the course otherwise full payment is required.

 
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