John T. Riordan School for Professional Development
Marketing II Institute
Advanced Research Applications:
Using research as a foundation (for business decisions, market
changes, consumer trends); the research road map (research
tool kit, application of data); maximizing opportunities (merchandise mix and re-leasing strategies, master planning and
mixed-use strategies, re-development strategies, marketing
strategies).
Advanced Public Relations
and Crisis Management:
Public relations as a tool; developing a positive communications plan (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; post crisis
management).
Creating Value Through Strategic Marketing:
Creating market position; addressing retail proliferation; leasing space; advertising the center; attracting customers; under-
standing financial fundamentals (operating statements, capitalization rates, determining value, marketing budgets); using
marketing to increase value (leasing support, increasing retailer sales, direct revenue generation); how marketing builds the
bottom line; marketing’s return on investment.
Development, Redevelopment and Mixed-Use:
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; focus of project (super regional, regional, lifestyle;
power, community); mixed-use projects (components; facilities
coordination; ownership structures).
Managing the Asset:
Determining and growing value; the most important asset
management issues; 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; sustainability.
Merchandising the Center
and Developing A Leasing Plan:
Application of market research and economic analysis (sales
analysis, tenant mix analysis); merchandising different types
of centers (superregional, regional, community, neighborhood,
specialty); analyzing similarities in the merchandise mix of
different types of centers; a project re-leasing case study
involving an actual property utilizing lease plans and
re-merchandising strategies.
Sponsorship and Partnership Marketing:
Definition of sponsorship; making sponsorships work in the
real world; two sponsorship case studies — play area naming
rights and creating a long term sponsorship with a local com-
pany; definition of partnership marketing; making partner-
ships work for you and the partner; partnership case study —
maximizing a media buy.
Marketing Through Social Media
and Other Web-Based Technologies:
Techniques for using Facebook, Twitter, My Space and other
social networking sites; website utilization (purpose, site map,
driving traffic to the site, components of a successful site,
analytics); e-mail blasts (database management, timeliness,
frequency); viral marketing (blogging, texting); internet
advertising; the future of tech marketing (convergence,
networking/community, “second life” identities, instant
gratification).
*NEW CLASS The CMD Test Review:
Preparation for Professional Growth:
A complete and thorough review of the CMD certification
process and its benefits to you as a shopping center marketing
professional; requirements; study materials; application sub-
mission; preparing for the exam; examination content; in-class
simulated exam; simulated exam test rationale; tips on study-
ing; use of ICSC books, online content and schools to augment
learning to increase comfort level with test specifications.
Also, a look at emerging trends and how they affect your
career development.
BONUS TEXTBOOK
Shopping Center Marketing
Is the most up-to-date, authoritative and detailed compendium of marketing
strategies. This book will assist you in creating marketing plans
and media plans; develop and implement events and sales promotions
and create effective advertising for all media. This publication is
included with this program.
Back to School for Professional Development
main page.