Day One: Entry Level - 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.