Day One: Module D - Direction: 20 points
An advanced level subject, this module discusses the blueprint for marketing success and includes the Lyn Flannery master template for the shopping centre strategic marketing plan and the master template for advanced brand management. All sessions in this module are designed to improve your skills in implementing and maintaining a strategic marketing focus.
Sessions discuss & workshop:
- The pitfalls associated with strategic marketing.
- Case studies that show the importance of strategy in achieving success.
- How choosing the wrong tactical campaign can fail to deliver long term strategic results.
- The seven key steps needed to protect marketing strategy from being "killed" off before reaching the market.
- The Lyn Flannery highly effective marketing plan template.
- Advanced brand management processes for shopping centres.
Day Two: Module F - Finished Product: 15 points
This module addresses shopping centre development marketing. Many shopping centres are undergoing development or planning one and it is important for marketing managers to fully understand the impact this can have on a shopping centre's trading pattern. Implementing the right strategy is essential to on-going success.
Sessions discuss & workshop:
- Understanding the need to extend or refurbish.
- The "journey" through the development phases.
- Maintaining customer loyalty.
- Strategic intent and the foundation evolution processes.
- The communication and protocol strategies.
- The secrets of not only achieving a successful opening but more importantly a positive post opening and on-going sales surge.
- Trends in refurbishment marketing with associated topics and case studies.
Day Three: Module C - Creative & Event Management: 10 points
An advanced level subject, this module looks at creative processes and discusses the different levels of creative used in shopping centres, from advertising to display, signage and merchandising.
The module also covers all elements of visual and sensory mediums. What sells the idea? What type of medium will deliver the message and why? How does the choice of medium affect the delivery of creative strategy? Trends from here and overseas.
Sessions discuss & workshop:
- The creative processes - the creative brief - evaluation of creative submissions.
- Choosing the right level of creative resource for your budget.
- Understanding what creative will deliver impact and gain a response from a shopping centre customer and the call to action response mechanisms to drive customer traffic and sales.
- Entertainment in shopping centres - research on consumer reaction and response.
- How to align tactical events to strategic direction for all classifications of shopping centres from neighbourhood to super regionals.
- The change in consumer reaction to tactical campaigns and how shopping centres can adapt marketing to meet this challenge.
- Successful worldwide campaigns, including advertising, promotional concepts and ideas.
- Evaluation of marketing/campaign activity.
- The big picture; centre ambience, display and signage.
Day Four: Module E - Essential Requriements: Advanced: 15 points
An advanced level subject, this module outlines the soft skills needed to be an effective manager. Content is interesting and varied and addresses such things as team building, the centre management team enviroment, managing up and down and adding value to your role. Personal development & motivation sessions are also included as well as ways to build credibility with your retailers.
Sessions discuss & workshop:
- Moving out of your comfort zone - challenge yourself.
- Adding value to the marketing managers role.
- Adding value to centre results through management and motivation.
- Managing and reviewing staff performance.
Note: Marketing II (like Marketing I) includes a series of topics new to shopping centre marketing designed by the head of the school to assist Marketing Managers in driving a successful results driven strategy.
Marketing II Course Dates 2009
Future dates will be added to those listed above. For more information contact us on 07 3848 2922.
Costs
Members: Four Days: $2,280 plus GST per person or Per Day: $570 plus GST per person.
Non Members: Four Days: $2,700 plus GST per person or Per Day: $750 plus GST per person.
Payment Details
As places are limited payment must be received by Lyn Flannery & Associates prior to the course.
Cancellations must be notified in writing 21 working days prior to the course otherwise full payment is required.
Marketing I Course Outline 
