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John T. Riordan School for Professional Development
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Marketing II Institute
Issues, Trends and Future Growth in the Shopping Center Industry
The maturation of the regional enclosed
mall ... the future of the department
store ... the growth of REITS ... changes in
your position and the positions around
you. These topics and more will be discussed
in this course on contemporary
shopping center issues. Who will thrive in
this competitive environment? How much
more consolidation can occur? What retail
concepts will drive future projects?
And what roles will you, the marketing director,
play in this continuous evolution?
Creating Value through Strategic Marketing
Marketing's role in adding dollars to property
value is what is ultimately justifying the
discipline in today's industry. This class
looks at all the ways it happens. From the
traditional means of bringing people to a
center to finding ways to increase store
sales (and therefore additional rent) to understanding
the complex methods center
value is calculated, this is where the marketing
function becomes all business. You'll
discuss in detail marketing's role in lease
support and how marketing is becoming
more and more a leasing partner. You'll actually
learn to calculate marketing's contribution
to net operating income and show
your value in real dollars and cents.
Sponsorship and Partnership Marketing
Actual case studies highlight this focused
course on revenue generation through
sponsorship and budget maximization
through partnerships. The difference is
crucial. You'll discuss the pure form of
sponsorship where money is paid to the
property owner in exchange for product
exposure. You'll learn the do's and don'ts
of proposal preparation and how to properly
value your property's worth to a
sponsor. You'll see what's working. And you'll see what isn't. Also, learn the delicate
balancing act of partnership marketing
where a mutual benefit is derived by
both property and third party without direct
financial consideration.
Merchandising the Center and Creating a Lease Plan
Get an overview of merchandising a center,
focusing on tenant mix and positioning
both new and existing centers. Topics
covered include developing a plan to
strengthen your center's tenant mix by
using trade area data to determine market
focus, the similarities and differences of
various merchant categories, the lease renewal
decision and various considerations
in locating tenants. You'll also learn
techniques for taking advantage of the
natural synergism between consumer
marketing and leasing disciplines.
Consumer Behavior and Its Impact on Retailing, Development and Leasing
The American consumer is the most dynamic
force in the nation's economy. It is
also the most volatile. In this course, we'll
focus on the consumer and how he/she
determines your success. We'll concentrate
on shifting cultural forces redefining
the consumer and the shopping center.
We'll go deeper into the research model
and see what successful shopping centers
are finding out about their customers
that trigger a re-tenanting, an expansion
or a re-development.
Operating in the Open-Air and Specialty Center Environment
This new course is designed to appeal to
those who work in the environment and
everyone else whose business is affected
by these growing concepts. We'll define
the many types of centers under this umbrella
then break down the management,
leasing and marketing challenges each face.
We'll take a close look at the consumer
responding to the product and how
they differ from the one taking business to
the enclosed mall.
Advanced Retailing: Increasing Tenant Productivity
Many property professionals are being
asked by owner and/or manager to evaluate
center tenants as to their viability and
longevity. So it's important for those same
professionals to understand retailing and
the methods of increasing store performance.
This class gives you an in-depth
look at today's retail world -- the trends, the
changes, the consolidation. Then it gives
you methods of analyzing the store from
your perspective. Finally, you'll learn how
to effectively diagnose the retailer's economic
strength, sales and merchandise
mix so you can develop practical ways to
improve the retailer's sales productivity.
Advanced Public Relations Strategies and Crisis Management
The media and its ability to present your
shopping center in the best light or ruin its
reputation have made public relations another
critical topic in shopping center education.
Developing a communication plan
that takes into account crisis situations
forms the backbone of this real world
class. You'll discover ways to put the
shopping center's best image forward on
an ongoing basis to soften potentially negative
coverage.
Managing the Asset
A focused, intense look at the financial detail
of managing a shopping center in
today's mature industry. You'll learn what
owners, financial professionals and shareholders
pay attention to when determining
the value of an asset. More importantly,
you'll learn how to think like an asset manager
and what you can do to make yourself
more valuable. Everything from creating
value through FFO and NOI to developing a
merchandising plan that increases revenues
will be thoroughly reviewed as well
as systems for property budget review, the
determining factors in profit and loss and
the evaluations of lease deals.
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.
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