Lynflannery&assoc. Marketingschool Executives
Overview Marketingclub Contact Us
Recruitment Newsletter
 
Home
Marketing II 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)

 The content in the Marketing II modules expand on some of the Marketing I subjects whilst introducing a series of managerial topics to assist in career development for Marketing Managers.

Note: It is advisable (but not essential) for assistant marketing managers (or administration etc) to have attended Marketing I of the LFMS prior to undertaking Marketing II.

The modules are designed for anyone wanting to enhance their knowledge of shopping centre strategic marketing.

Strategic processes, issue management, leadership and motivation subjects are added value subjects included in the part two modules.

This advanced level of learning is interactive, interesting, relevant and fun.

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 2011
  • To be confirmed 2011

Future dates will be added to those listed above. For more information contact us on 07 3846 7001.

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

Cancellations must be notified in writing 21 working days prior to the course otherwise full payment is required.
 
< Prev   Next >
Copyright © 2012 Lyn Flannery | Powered By Saucesoft