Home -> Education & Careers -> Education -> John T. Riordan School for Professional Development

Region:
John T. Riordan School for Professional Development

Marketing II Institute

Course Descriptions
Registration Information

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.

Back to School for Professional Development main page.