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Marketing II Institute
General Information & Registration Details
Course Descriptions
Managing the Asset:
This course will focus on determining and growing value – one of the most important asset management issues. Attendees will learn how value grows, merchant sales, developing the merchandising plan, budget review, evaluating the lease deal, marketing fund expenditures, specialty leasing optimization, alternative revenue opportunities, redevelopment and expansions and sustainability.
Advanced Research Applications:
This course explores using research as a foundation for business decisions. In an ever changing market it is important to understand consumer trends and the research road map or research tool kit. Key topics will include maximizing opportunities, merchandise mix and re-leasing strategies, master planning and mixed-use strategies, redevelopment strategies and marketing strategies.
Marketing through Social Media and Other Web-Based Technologies:
It is impossible to work as a marketing professional without consistently honing your skills in social media/networking and web-based technologies. Topics include website terminology, site map, driving traffic to the site, components of a successful site, analytics, e-mail blasts, database management, timeliness, frequency, viral marketing via blogging, texting, My Space/Facebook, Bluetooth, internet advertising, the future of tech marketing, “second life” identities and instant gratification.
Creating Value through Strategic Marketing:
This course focus on creating market position and how marketing builds the bottom line to create a positive ROI (Return on Investment). Other topics of discussion will include addressing retail proliferation, leasing space, advertising the center, attracting customers, understanding financial fundamentals, operating statements, capitalization rates, determining value, marketing budgets, using marketing to increase value, leasing support, increasing retailer sales and direct revenue generation.
Merchandising the Center and Developing a Leasing Plan:
In this course attendees will take a closer look at the application of market research and economic analysis, sales analysis and tenant mix analysis. A special focus will emphasize the merchandising different types of centers - superregional, regional, community, neighborhood, specialty - as well as analyzing similarities in the merchandise mix of different types of centers. Attendees will also gain a deeper understanding of a project re-leasing case study involving an actual property utilizing lease plans and re-merchandising strategies.
Development, Redevelopment and Mixed-Use:
The development and redevelopment process along with mixed-use will be the focus of this course. There are many components to consider that include working with ownership, development trends, overall development plan, site planning, tax incremental financing, sustainable design, construction and operation, redevelopment opportunities, managing community outreach and public process. An additional focus will be placed on the scope of projects that address super regional, regional, lifestyle, and community centers as well as mixed-use projects components, facilities coordination and ownership structures.
Sponsorship and Partnership Marketing:
This course will help attendees better understand how to make sponsorships work in the real world. There will be two sponsorship case studies—play area naming rights and creating a long term sponsorship with a local company. Areas of focus will also include the definition of partnership marketing, making partnerships work for you and the partner as well as a partnership case study on maximizing a media buy.
Advanced Public Relations and Crisis Management:
Every company should have a crisis management plan and use public relations as a tool to developing a positive communications plan. Subjects of discussion in this course will include developing target audiences, reaching the target audience, merchant relations, tracking results of media coverage, crisis management and developing a crisis management plan, different types of crisis, goals during a crisis, notification, the crisis management team, the crisis management center, crisis team responsibilities, managing the media and post crisis management.
Professionalism in Retail Marketing (Online Course):
This course will provide a complete and thorough review of the CMD certification process and how it can benefit you as a marketing professional. Discussions will include eligibility requirements, study materials, application submission, preparing for the exam, examination content, exam test rationale, tips on studying, use of ICSC books, online content and schools to augment learning to increase comfort level with test specifications.
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