Related Information
 |
 |
| Award Programs ICSC offers its members the opportunity to seek deserving professional recognition by entering their projects in both regional and international competitions. |
Marketing I Institute
General Information & Registration Details
Course Descriptions
Shopping Center Marketing: The Overview:
In this course attendees will develop a great understanding of the role of today’s shopping center marketing director, strategic planner and financial planner. Topics of focus will include creating income and adding value, challenges facing today’s marketing departments such as decrease in marketing funds, more pressure to enhance property cash flow, transition from creative director to sales person and measuring personal effectiveness.
Marketing Plan Development:
Attendees will learn the five step marketing development plan and its integrations with the business plan. The plan includes; situation analysis, problems and opportunities (SWOT-strengths, weaknesses, opportunities, threats analysis), goals and objectives, strategies and tactics which analyze plan results.
Basics of Leasing and Specialty Leasing:
This course will show how leasing, specialty leasing, marketing and property management teams can work together to increase productivity. Leasing fundamentals such as rent, CAM, real estate tax, marketing, restrictive clauses and identifying opportunities are all subjects of discussion in the course. Attendees will also learn how to develop a merchandising plan, identify a prospective tenant, make the deal and trigger tenant allowances. Specialty leasing makes up a part of most every leasing team and this class will explore terms and concepts, objectives, impact of sales on long term tenants and alternative revenue strategies.
Advertising and Media Strategies:
Throughout this course attendees will learn about the role of advertising within the marketing plan which includes types of strategies and advertising budgets. Topics of focus will include an overview of advertising media, media terms and formulas, gross rating points, cost per point, gross impressions, reach and frequency, ratings and shares and showings. It will be imperative for marketing professionals to understand the creative process, elements of effective advertising copy, elements of effective layout and design, the production process and accountability and results measurement.
Research and Analysis:
This course hones in on the basics of research. As a marketing professional is it important to understand consumer research tools such as shopper intercept surveys, telephone surveys, focus group interviews, center/competitive research tools, sales data, tenant evaluations, competitive analysis, relative draw index and market research tools. Attendees will explore market definition, demographic, economic data, benchmark tools, sales benchmarks, consumer benchmarks, and standard market benchmarks. Attendees will also explore research as a tool though aiding development, leasing, marketing, management and revenue generation activities that trends in shopping center research.
Retailing Basics and Tenant Productivity:
After attending this class, you will have a greater understanding of the retailer business structure as well as types of retailers and how to best align their business models with your goals to increase overall productivity. Topics of focus will center around fundamentals of retail merchandising, retail math, economics of retailing and retail and real estate (economics of retail types such as; retail site selection, store planning and merchandising of product). Understanding the lease, basic communication between landlord and retailer, retailer retention, and how management and leasing team’s roles can increase productivity by working together will also be covered.
Generating Revenue: Marketing’s Role in Increasing NOI:
In this course attendees will learn about the different types of revenue sponsorship, specialty retail, advertising medium, event income, gift cards and how to best use these revenue generating tools. Attendees will also learn the key benefits of adding value through identifying prospects, and identifying restrictions and constraints. Once a plan has been developed to making the plan work, determining success based on pre-determined goals and the affect on overall center value will also be discussed.
Public and Community Relations:
In this course attendees will learn about different communications with stakeholders, retailers, shareholders, community, customers, media, as well as government. Attendees will also explore a public relations tool kit with definitions and objectives on public relations marketing plan, PR mailing lists, gaining coverage, preparing news releases, using photographs, creating public service announcements, conducting news conferences, components of a press kit, public relations’ resources and the hiring public relations agencies.
Basics of Operations (Online Course):
This online course will bring a greater understanding of the dynamics between different kinds of centers and their lease administration. Topics include pro rata recoveries, fixed CAM, rent calculation, sales collection, sales and CAM audits, accounting and financial management, insurance and risk management, security, legal considerations, housekeeping, preventive maintenance and engineering, sustainability in operations and customer amenities.
Back to School for Professional Development main page.