The ReTail

essenTialsPRogRam

L e a d e r s f r o m a L b e r t a f o r t h e W o r L d

Never has the role of professional retail management been as important as

it is today. The global desire for faster growth, increased revenue and greater

profitability has created an intensely competitive environment. At the same

time, our economy and our society have never been more dependent upon the

success of our retailers and the confidence of our consumers.

Unfortunately, the popular press, business books and business schools have

virtually ignored the critical role of professional retail management.

The Retail Essentials Program aims to fill this void. We recognize that successful

managers have many demands on their time and yet need to continually learn

and adapt to effectively compete in Canada’s ever-evolving retail marketplace.

This program has been designed to address many of the core components of

managing a successful retail business – including, supply-chain, sales, brand

and change management – in four modules over two and a half days.

Our world-class instructors balance academic excellence and thought

leadership with real-world retail experience. Each module is a platform for

study and discussion specific to the retail industry. I encourage you to consider

how you can benefit from professional development that is tailor made for

leaders in Canadian retail management.

Kyle B. Murray Director, School of Retailing Professor, Marketing Alberta School of Business University of Alberta

The ReTail essenTials PRogRamRetailing is the engine that drives the global economy, yet it continues to receive relatively little attention from leading business schools. Retail leaders are confronted daily with difficult decisions in an environment where change happens with lightning speed. Traditional methods are challenged to keep pace as retail managers seek out new opportunities to improve their businesses and enhance the customer experience.

Building on the strength and expertise of the University of Alberta’s School of Retailing and Executive Education, the Retail Essentials Program has been designed to provide executives and high potential managers with an intensive cutting-edge education in consumer and retail management.

Overall, the Retail Essentials Program provides participants with intensive training in many of the fundamental concepts that drive successful retail management. We have utilized the expertise of both faculty and consultants to design a program rich in content that can be directly applied to the Canadian retail marketplace.

Is thIs program for you?• Youareanexperiencedretailprofessional

currently in a leadership role.

• Youareinterestedinexpandingyouracademicknowledge relating to the retail business.

• Youhaveadesiretocontinuetogrowyourcareerin the retail industry.

program hIghlIghts• Builduponprevioussuccessesandfurtheryour

business acumen and leadership knowledge of the retail sector.

• Leavetheprogramwithanincreasedunderstanding of how various business processes interact in a retail environment.

• Sharebestpracticesamongstadiversegroupofretail sector peers and gain insights into dealing with current market realities and challenges.

• Furtherexploretheinteractionbetweenthemanufacturer and the retailer both from a historical and current perspective.

• Developandrefinethetoolsrequiredtobuildeffective teams, create effective reward systems and increase the firm’s sales through your human resource capital.

• Participateinalivelydiscussiononbrandandbrandequityandbegintothinkcriticallyaboutyour organization’s value proposition.

Apply online at www.executiveeducation.ca or call 1-866-492-7676

ReTail BRanding and new media maRkeTing – Fall 2013

This program provides participants with a solid foundation in retail branding and new media marketing. Current best practices among global retail leaders will be examined in light of traditional and emerging theories on building brands and managing customer relationships. Building on recent advances in behavioural science, this program offers a framework for crafting strategies that are relevant to modern mobile consumers and the companies that serve them. Participants will leave the course prepared to lead retail branding and new media marketing initiatives.

BrandIngBuilding and managing a strong brand image is at theheartofsuccessfulretailing.Drawingonclassicand emerging theories, the instructor will work with students to examine the critical factors that drive success in the retail marketplace. Participants will discuss how to interpret and act on market research data, manage customer satisfaction, create sustainable growth and protect profit margins.

new medIa marketIngThe morning session picks up where the first day left off and builds on the basics of brand management to explore the potential and pitfalls of new media marketing. Social media have rapidly transformed how people communicate and, as a result, created exciting opportunities for retailers. These technologies have also challenged traditional approaches to doing business and put pressure on companies to adopt tools they know little about.

“There is a growing need for executive education in the retailing sector and I commend the School of Retailing at the University of Alberta for developing this excellent graduate-level program. The content and quality of instruction are exceptional.” - Diane Brisebois CEO, Retail Council of Canada

Building on recent advances in behavioural science, this module introduces a framework for crafting strategies that are relevant to modern mobile consumers and the companies that serve them. In discussing current examples and case studies, participants will examine the risks and benefits of engaging with major platforms including Google, Facebook,Twitter,YouTube,Pinterestandothers.

angel and demon CustomersThe rapidly growing influence of social networks and online reviews has left many retailers without a strategic approach to managing their brands and reputations in today’s mobile and networked world. This module will address those concerns and provide retailers with a framework for managing their portfolio of customer relationships. This includes both encouraging and incentivizing positive (angel) customer behaviour, while simultaneously discouraging and blocking negative (demon) customer behaviour. In this context, the class will examine issues of co-creation, privacy, and critical incident management.

theory Into aCtIon The final morning of the program will give students an opportunity to work with each other and the instructor to develop customized plans that address the specific needs of their own organizations. With a draft of these plans in place, participants will leave the course prepared to teach others and lead retail branding and new media marketing initiatives.

ReTail leadeRshiP & sTRaTegic managemenT – sPRing 2014

This program provides participants with a solid foundation in the art and science of leadership and strategic management in the retail industry. Current best practices among Canadian and global firms will be examined in light of traditional and emerging theories on leading retail organizations. Participants will be coached to return to their companies as teachers capable of applying the principles of effective retail leadership to the strategic management of their home organizations.

prInCIples of leadershIpThis session explores the topics of leadership transformation, organizational change, organizational culture, and succession planning through the exploration of a Harvard Business multi-media case on Canadian retail success story, lululemon. Participants will examine the case that outlines a time of transition at lululemon and discuss the principles of leadership that can be applied in their own organization.

leadIng teams sImulatIonUtilizing a Harvard simulation, participants will explore how to build, participate in and ultimately lead teams more effectively. The context of the simulation is a Mount Everest expedition in which participants play roles on a team of hikers attempting to summit the mountain. Team members must analyze information on a variety of factors that will affect their success in summiting the mountain. This exercise demonstrates how different leadership

approaches affect team performance, how teams can improve the way they make collective decisions, and how teams and their leaders deal with the trade-offs between task completion in the short term and team effectiveness over the long term.

negotIatIonsThe objective of this module is to improve your skill set and understanding of the process of day-to-day negotiations within and between organizations. This module will focus on a wide range of bargaining environments,mostquitedistinctfromtraditionallabour-management bargaining over the parameters of employment.

leadershIp CapstoneTo close the program, participants will discuss key learnings and takeaways as well as share their knowledge and experience with fellow participants. They will also set goals and develop action plans to apply what they have learned in their work environment immediately upon returning to work.

optIonal fIeld trIp – enjoy CentreFacedwiththechallengeofachangingdemographic, the Hole family of St. Albert opened the Enjoy Centre, an exceptional example of lifestyle retailing. The centre features a selection of complimentary retailers along with a top rated restaurant, all enclosed in a beautiful sustainable environment.

insTRucToRs

dr. kyle murrayKyle B. Murray is a Professor of Marketing and the DirectoroftheSchoolofRetailingattheAlbertaSchool of Business. Prior to joining the University of Alberta, he was an Assistant Professor at the Richard Ivey School of Business and a Visiting Professor at INSEAD(France).HeholdsaB.Sc.inPsychologyandaPh.D.inMarketingandPsychologyfromtheUniversity of Alberta. Professor Murray’s research examines human decision making, shopper marketing, consumer psychology, and retail pricing.

dr. marvIn washIngtonMarvin Washington is an Associate Professor in the Alberta School of Business. His primary teaching responsibilities are with the capstone MBA course inBusinessPolicy.Dr.Washington’stheoreticalfocusis on processes of organizational and institutional change. His research has been published in the Academy of Management Journal, Organization Science, Organizational Studies, and the Journal of Sport Management. Marvin serves on the editorial boards of the Academy of Management Review, Organizational Science and Organization Studies.

dr. roBert fIsherRobertFisherholdstheAlbertaSchoolofBusinessChair in Marketing at the University of Alberta. FisherwaspreviouslyonthefacultyattheRichardIvey Business School at the University of Western Ontario from 1998-2007, and the University of Southern California from 1991-1998. He earned a Bachelor of Commerce from the University ofSaskatchewan,anMBAfromYorkUniversity,andaPh.D.fromtheUniversityofColorado.Dr.Fisher’sresearchemphasizestheeffectsofsocialexpectations on managerial and consumer decision making.

dr. terry danIelTerryDanielisaprofessoroftheDepartmentofFinanceandManagementScienceintheSchoolofBusiness at the University of Alberta. He has degrees in electrical engineering from McGill and M.I.T. and isaPh.D.graduateoftheBusinessSchoolatStanfordUniversity.HeservedasAssociateDeanofAlberta’sMBA program from 1990 to 1995 and currently teaches in both the graduate and undergraduate programs at Alberta as well as in the joint Executive MBA program offered by Alberta and the University of Calgary. In addition, he has offered negotiation workshops for numerous private and public sector organizations including Rhone-Poulenc Rorer, Syncrude, Enbridge and Canspec Engineering, Bantrel, the City of Medicine Hat, the Edmonton Oilers, the Consulting Engineers of Alberta and the JusticeDepartmentoftheProvinceofAlberta.

dr. paul mCelhonePaulMcElhoneistheExecutiveDirectoroftheSchool of Retailing at the University of Alberta School of Business. With more than 25 years of direct experience in retailing, and 16 years experience in retail education, Paul has a passion for the retail industry and has worked with regional, national, and international companies and educational institutions. His main areas of interests include the use of technology in specialty retail markets, retailing and channel management, merchandising strategies, and branding. Having held a variety of retailing positions from sales associate to store manager, to buyer, to head of corporate sales, Paul award-winning lectures are rich with anecdotal content.In2008PaulcompletedhisPhDwiththeEuropean School of Management in Paris.

retail branding and New media marketing

retail Leadership and strategic management

date time module Instructor

october 23, 2013 11:00 am – 12:00 pm Participant & Course Introduction Dr. Kyle Murray

1:00 – 4:30 pm Branding Dr. Robert Fisher

october 24, 2013 8:30 am – 12:00 pm New Media Dr. Kyle Murray

1:00 – 4:30 pm Angel and Demon Customers Dr. Kyle Murray

5:30 pm Networking dinner

october 25, 2013 8:30 am – 12:00 pm Theory into Action Dr. Kyle Murray

date time module Instructor

may 28, 2014 optional – field trip, enjoy Centre

11:00 am – 12:00 pm Participant & Course Introduction Dr. Kyle Murray

1:00 – 4:30 pm Principles of Leadership Dr. Marvin Washington

may 29, 2014 8:30 am – 12:00 pm Leading Teams Simulation Dr. Paul McElhone

1:00 – 4:30 pm Negotiations Dr. Terry Daniel

5:30 pm Networking dinner

may 30, 2014 8:30 am – 12:00 pm Leadership Capstone Dr. Kyle Murray

program detaIlsLocation:UniversityofAlberta,EnterpriseSquarePlease note this is our downtown location.

Program Fee:$2,195CAD(plusGST) Feesincludeallprogrammaterials,breakfast, lunch and refreshments.

Logistics: An electronic confirmation will be sent to you in advance of the program start date. Pre-course material will be sent via e-mail (where applicable) prior to each session.

regIstratIon and paymentOnline: www.executiveeducation.caBy phone: (780) 492-5832By fax: (780) 492-1432

Payment is due prior to the commencement of the program. Acceptable methods of payment include: credit card (MasterCard, American Express or Visa), purchase order/invoice to the organization, or chequemadepayabletotheUniversityofAlberta.If you choose invoice as your payment option, pleasebeadvisedthatwerequireapurchaseorderor letter of authorization from your organization to accompany actual payment.

For More Information: Please contact Kate Wylie at 780-492-2260, kwylie@ualberta.ca or toll free at 1-866-492-7676

the alBerta sChool of retaIlIng The Alberta School of Retailing was established in 2006, to provide global leadership in retail research and education. We are dedicated to preparing and inspiring university students for successful careers in retailing and consumer marketing.

The need for a research-intensive School of Retailing is pressing. Though retailing is a key driver of the global economy, leading business schools continue tofallshortinofferingadequateexaminationofthisimportant component of the marketplace.

Demographicandeconomicdataconfirmthattheretailsectorcontinuestobecomplexandevolving.Leadersare confronted daily with the demands of increasingly sophisticated, strong minded and highly motivated consumers, in an environment where the reaction to change must happen with lightning speed. Savvy retail managers know that traditional methods must be challenged, and that their businesses depend on innovation and consistent customer satisfaction.

School of Retailing3-23 School of BusinessUniversity of AlbertaEdmonton, AB T6G 2R6Phone: (780) 492-6797Fax: (780) 492-4631Email: schoolofretailing@ualberta.ca

alBerta sChool of BusIness exeCutIve eduCatIonExecutive Education is one of the four pillars of the Alberta School of Business. As the School’s professional development provider, we serve clients across all industries and in the public sector. With over 30 programs offered and serving over 5000 participants per year, we continue to work toward becoming the premier executive education source in Canada. As Alberta’s premier broker of intellectual capital, we focus on providing education solutions that enable today’s business leaders in government, publicly traded companies, and privately held organizations to lead change and increase organizational performance.

Executive Education2-006EnterpriseSquare10230 Jasper AvenueEdmonton, AB T5J 4P6Phone: (780) 492-5832Toll free: 1-866-492-7676Fax: (780) 492-1432Email: executiveeducation@ualberta.ca

While every effort is made to ensure the accuracy of the information contained within this material, program dates, content, and instructors are subject to change. Please note, a T2202A form or official tax receipt will not be issued for programs and/or modules. Please refer to the Canada Revenue Agency website for further information www.cra-arc.gc.ca. Apr 2013

www.executiveeducation.ca