Day One: Introduction- 10 points

The modules that make up Introduction outline the basics associated with shopping centre marketing and the role it plays in the success of a Shopping Centre. It introduces the industry and the Marketing role, outlining a typical Shopping Centre environment and the components of a Shopping Centre Marketing Plan.

Sessions discuss & workshop:

Financial aspects, objective setting and budget control procedures.
Advertising in our current environment, the strengths and waeknesses 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 activitiy.
The strengths and weakness of promotional activity matched to strategy.

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

Day Two: Module R: Required Esstentials - 15 points

Learn the combination of elements that form part of the required essentials to assist marketing in acheiving 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 impove 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.

Cost:
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 recieved 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.