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John T. Riordan School for Professional Development

Marketing II Institute

Course Descriptions
General Information & Registration Details

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.

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