this spring, benefit from a… marketing skills...

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Spring 2017 Effectiveness Series 2

This Spring, benefit from a…

Marketing Skills

Tune-up

1. Strategic Marketing Management

June 12 - 16, 2017

2. E-Marketing: Strategies for Success

June 5 - 7, 2017

3. Strategic Brand Management

May 24 - 26, 2017

These three upcoming programs will help you get your organization on the road to marketing success.

Strategic Marketing Management

5-Day Course

Develop the skills to lead your organization’s ongoing marketing planning.Ideal for any professional who wants to advance their strategic marketing skills and knowledge, this program is designed to give any leader a comprehensive understanding of the fundamental areas in the marketing process. Program content is constantly updated with leading edge marketing material from academia and industry. Team discussions, case studies, videos and group work are combined to create a lively, participatory environment for maximized learning. Participants will work on their own business challenges and begin developing a strategic marketing plan they can apply immediately in their workplace.

Who Should AttendThis Strategic Marketing Skills program is designed for those currently involved in the marketing area, and leaders from many allied functions – business planning, sales, advertising, market research, customer service or communication, finance, HR, and operations. Our most attended marketing program is ideal for:

y Marketing managers, VPs and assistants

y Executives and division managers who want to upgrade their marketing skills and contribute effectively to marketing decisions

y Product, brand and account managers

y Sales professionals and promotional managers

y Customer service and advertising representatives

y Corporate planners and directors

Top Take-Aways1. How to develop and implement a

superior marketing plan

2. The fundamentals of developing a formal marketing strategy

3. How to position products (goods and services) for competitive advantage

4. How to segment markets and target customers effectively

5. How to conduct market research to understand needs of customers and prospects

6. How to create and sustain customer value

7. How to build a powerful brand

8. How to design the right channels of distribution for your product

9. How to develop integrated marketing communication strategies

10. How to price your products for maximum return

What Participants Say:

“My experience taking this course was priceless. I’ll be able to apply this new found knowledge upon my return to work next week.”

A. St. Denis, Marketing Manager, Kamik

“A tremendous learning experience and a superior level of education delivered by a professor with a rare ability to present complex concepts as practical concepts. Thank you!”

D. Pratt, Brand Manager, Ontario Lottery and Gaming Corporation

“This course was invaluable to myself and my business, providing the tools and understanding to deliver and develop high level strategic thinking. Most definitely the single most impactful course of my professional career.”

B.A. Thomas, National Brand Manager,William Grant & Sons (PMA Canada)

Develop your skills in 9 key

areas for superior marketing programs

Upcoming Sessions:June 12 - 16, 2017 Miles S. Nadal Management Centre

November 27 - December 1, 2017 Miles S. Nadal Management Centre

Marketing Concepts and Overview

y Marketing = a tool to create competitive advantage

y What value does marketing add to a business?

y Understanding, creating, delivering, and managing customer value

y Elements of a strong marketing plan

Market Segmentation and Choosing The Target Market

y How to segment your markets and customers

y Tools to understand customer needs

y Choosing your target market

y Customizing your marketing value propositions by segment

How to Build a Powerful Brand

y Foundations of branding and brand management

y Core versus potential products: how to de-commoditize your offerings

y How to differentiate yourself in a crowded marketplace

Pricing Strategy: Capturing

y The Value You Have Created

y Avoiding the biggest pricing mistakes made by firms

y Designing value-based pricing strategies

y How to be a price maker, not a price taker

Channel Strategies: Design and Management

y Learn how to use channel strategies to attract and keep customers

y Understanding how channels of distribution deliver competitive advantage

y Designing relevant channel strategies for your business

Marketing Communications in Action

y Learn about the realities of the new marketing communications paradigm

y Valuable lessons on how to successfully get your message across to any target customer

y A step-by-step process to develop integrated marketing communications strategies

y Developing success benchmarks to ensure marketing ROI

Marketing Strategy and Planning

y Foundations of marketing strategy and planning

y Creating a winning marketing plan

y Building a customer-focused business

Group Work – Planning for Success

y Building a marketing plan for a business

y Reviewing plans with your peers

y Expert instructor and peer feedback

Program Content

Instructor ProfileAjay K. Sirsi, PhD Ajay is a senior marketing professor at the Schulich School of Business. He consults and teaches globally in the fields of marketing strategy, sales execution, and branding for clients including Bayer, Manulife Financial, Purolator, and International Paper, among others. Ajay is the author of three books, including Marketing: A Roadmap To Success and Marketing Led - Sales Driven: How Successful Businesses Use The Power of Marketing Plans and Sales Execution to Win in the Marketplace.

Get the whole picture. Preview complete

course details online.

Complete Details / Register Today

http://seec.online/11400

Bonus Course FeatureIn addition to your detailed course binder, receive a free copy of Dr. Sirsi’s book to reinforce your learning, Marketing: a Roadmap to Success.

Top Reasons To Choose This Program1. Acquire executive skills in nine essential

areas to thrive in the constantly evolving landscape of strategic marketing

2. Tackle your own business challenges and begin developing a strategic marketing plan that you can apply immediately to your workplace

3. Network with other marketing professionals across multiple industries and develop meaningful corporate connections

4. Receive a complimentary copy of Dr. Ajay Sirsi’s book Marketing: A Roadmap to Success to reinforce your learning

5. Develop marketing strategies to ensure marketing ROI and to differentiate your organization in a crowded marketplace

Develop Your Skills in Key Marketing Leadership Competency Areas

E-marketing Vehicles

y Elements on your website

y Elements off your website

y Elements in other media

y Elements in the customer environment

Rich Media Vehicles

y Banners and vokens – not dead yet

y The best and worst of rich media

y Interactive on-page campaigns

y Podcasting – building relationships with audio

Email Marketing

y 20 must-haves for a great email campaign

y How to measure email success

y Privacy legislation regarding email

y Case studies: excellence in email

Search Engine Optimization/Search Engine Marketing

y Differences and definitions

y Key technical criteria

y Understanding customer behaviours

Social Marketing

y Blogs and wikis as marketing tools

y Twitter and Facebook – can they deliver?

Globalization

y Samples of globalized e-marketing

y Managing expectations for a global customer base

Viral Marketing

y Everybody wants a chicken

y The five immutable laws

y of viral marketing

y Case studies: viral victories

Integration of Online and Offline

E-Marketing: Strategies for Success

Top Take-Aways1. Identify the key components of an

e-marketing plan

2. Recognize the importance of tying e-marketing to business objectives

3. Analyze a full range of strategic e-marketing tools (e.g. SEO, email campaigns)

4. Review mobile marketing case studies aimed at iPhone and smartphone users

5. Separate the hype from the truth about social media (Facebook, Twitter, etc.)

6. Systematically evaluate a variety of e-marketing vehicles for B2C, B2B and B2E audiences

7. Create an e-marketing business case that allows you to plot costs against returns

8. Integrate your existing marketing mix with the web

Who Should Attend y Marketing managers, sales directors and VPs

y Website designers and content managers

y Communications managers

y Advertising and multimedia managers

y E-commerce specialists and systems managers

y Business owners and strategic planners

y Customer service executives

y Directors of operations and information systems

Overview of Learning

Upcoming Sessions:June 5 - 7, 2017 Miles S. Nadal Management Centre

December 11 - 13, 2017 Miles S. Nadal Management Centre

3-Day Course

Instructor ProfileLee Godfrey

Lee is one of Canada’s leading experts on e-marketing planning, online branding and communications strategy. She has 25 years of experience in traditional and new media marketing, and acts as a consultant to companies in the financial, human resources, automotive, telecommunications, retail, government, and non-profit sectors. Her top-rated instructional style makes the web concepts easy to understand and apply.

Plan your e-marketing

programs with confidence!

Learn to use the newest areas of web-based promotion – social media, mobile marketing, Web 2.0 and more!E-marketing provides excellent measurability, reduces costs, increases revenues and expands your company’s marketing potential – which is why digital technology has become the dominant stream in advertising and marketing. This comprehensive e-marketing workshop will prepare you to make significant strategic contributions to your company’s future e-marketing activities. Participants will be given the framework to implement an e-marketing plan that is based on documenting objectives, implementing to best practice levels and forecasting realistic predictions of ROI.


program details online.



Bonus Features:

y Participants will conduct live website assessments and have the opportunity to analyze their own websites and e-marketing programs.

y Your instructor will also evaluate several participant sites, applying the concepts taught at the program.

Strategic Brand Management and Product Development Today

y Key brand definitions every manager should know

y Why do customers buy brands?

y Steps to creating highly identifiable brands

y How brand messages impact marketing effectiveness, customer loyalty and sales

Building Your Branding Message at a Corporate and Product Level

y ‘Brand equity’ vs. ‘brand image’ – clearing the confusion

y What current message is your company or product signalling?

y Why corporate branding is different from branding of goods and services

Measuring The Health of Your Brand

y Qualitative tools to measure brand health and brand equity

y Quantitative tools to measure brand health and brand equity

y Using a brand report card to elevate the importance of branding in the organization

Building Strong Brands to Differentiate Yourself From the Competition

y Defining what business you are in

y Understanding the difference between core and potential products

y Developing your brand’s identity

Communicating Strong Brand Messages

y Implementing brand identity using the marketing mix

y Refreshing your brand

Advanced Brand Management Concepts

y Managing brand systems

y Leveraging the brand through line extensions

y Stretching down, stretching up, and co-

Strategic Brand Management

Top Take-Aways1. Key branding definitions all managers

should know

2. What is ‘brand equity’ and the critical building blocks to assure brand equity power

3. The link between building strong brands and firm financial performance

4. New ways to create strong brand associations with your target customers

5. Qualitative and quantitative tools to measure the health of your brands

6. A 5-step process to build strong brands

7. Communicating brands using all elements of the marketing mix

8. How to position your products and services for improved sales

9. Evaluating your corporate branding strategy

10. Getting employees to live the brand

Who Should Attend y Any manager who oversees a product or service division

y VPs and directors of marketing, sales, trade marketing and category management

y Business development managers

y Corporate communications managers

y Product and brand specialists

y Advertising and communications managers

y Strategic planners

y Sales and sales promotion managers

y Agency executives and account managers

Overview of Learning

Upcoming Sessions:May 24 - 26, 2017 Miles S. Nadal Management Centre

October 30 - November 1, 2017 Executive Learning Centre

3-Day Course

Instructor ProfileAjay K. Sirsi, PhD Ajay is a senior marketing professor at the Schulich School of Business. He consults and teaches globally in the fields of marketing strategy, sales execution, and branding for clients including Bayer, Manulife Financial, Purolator, and International Paper, among others. Ajay is the author of three books, including Marketing: A Roadmap To Success and Marketing Led - Sales Driven: How Successful Businesses Use The Power of Marketing Plans and Sales Execution to Win in the Marketplace.

Become a branding

expert in your organization!

Build a better branding strategy and differentiate yourself from the competition.Research shows that a strong brand can contribute up to 80 percent to overall sales. This world-class program gives you the skills to contribute meaningfully to ongoing marketing decision-making and the strategic branding of your organization’s products and services. Whether you are in marketing, sales or business planning, a customer’s perception of your company and its brands can change very quickly. This course will give you advanced branding strategies to constantly reinforce your message and put your company ahead of the competition.


program details online.



Bonus Feature: participants will create a customized brand plan using a 5-step process, and receive one-to-one instructor feedback during the program.

Return to work with a management action planner to immediately realize results

Learning shouldn’t stop at the end of your formal education in high school, college or university.

Because few of us have the same job for life, we constantly have to re-invent ourselves, learn new skills and adapt to the changing marketplace and business environment. Today’s professionals and executives must be able to quickly develop and fine-tune personal business skills to adapt and grow.

The Schulich Executive Education Centre is a strategic business unit of the Schulich School of Business at York University in Toronto. Our role within the school is to provide lifelong learning for the development of professionals and executives long after their full-time education has been completed and they are in the work force.

All SEEC Programs Feature:

Just-in-Time Learning for Immediate Application

Executive and Professional Development at Schulich is focused, practical and immediately applicable to the skills you need and the task at hand. Select from a wide variety of relevant management topics at SEEC today, and use the new skills and techniques you learn at the office tomorrow.

Advanced Curriculum Structure

Our programs combine a variety of modalities to ensure optimal program effectiveness, relevance and retention for adult learners. They include mini-cases, break-out sessions, simulations, role playing and other interactive events to reinforce the concepts being taught.

Outstanding Faculty

Our accomplished faculty is drawn exclusively from both practitioners and academia, and each is an acknowledged leader and innovator in their field. Their professional activities, research and work experience allow them to bring a wealth of insight and cutting-edge knowledge to the program.

To RegisterVisit the URL indicted on the bottom of the program pages of this brochure.

Program TuitionStrategic Marketing Management $4,150 + applicable taxes

E-Marketing: Strategies for Success $2,950 + applicable taxes

Strategic Brand Management $2,950 + applicable taxes

Registration DetailsPrograms run: 9:00 a.m. - 4:30 p.m. each day.

Fee includes: instruction, all seminar materials, lunches, refreshments, but not hotel accommodations.

Special Team Savings: Save $150 each when two or more team members from the same organization register for this program at the same time.

Please Note: Fees, dates, speakers and applicable taxes are subject to change. SEEC’s liability is limited to reimbursement of paid tuition fees. One free transfer is permitted, provided written notice is received at least 15 days in advance of the seminar start date. Late transfer requests, less than 15 days in advance of the start date, will incur a $100 fee. Additional transfers are $200 each. Cancellations received in writing at least 15 days in advance of the seminar start date will receive a full refund. Written cancellations received less than 15 days prior to the seminar will be subject to a $500 administration fee. Participants must attend all program days and fulfill all program requirements in order to receive a certificate. HST# R119306736.

Optional Accommodation

To enhance your learning experience, participants receive a special corporate rate at the The Schulich Executive Learning Centre Hotel (for programs held at the Schulich Executive Learning Centre), and the Fairmont Royal York Hotel (for programs held at The Nadal Management Centre). For details please visit the Contact and Locations section of our website.

Contact UsFor program content and administrative inquiries, please call us at 416.736.5079 (1.800.667.9380 toll free), or email us at [email protected].

Registration Details

Why Schulich for Executive Education?

This is to certify that

ALAN C. MIDDLETONExecutive Director,Executive Education Centre

DR. DEZsÖ J. HORVÁTHDean, Tanna H. Schulich Chair inStrategic Management

EXECUTIVE EDUCATION CENTRE SCHULICH SCHOOL OF BUSINESS

Signed at Toronto, Ontario, Canada

HAS SUCCESSFULLY COMPLETED

Risk Free Learning

SEEC Open Enrolment programs come backed with a 100% satisfaction guarantee.

A Lasting Memento

Participants receive a handsomely framed Certificate of Course Completion.

YK11401

this spring, benefit from a… marketing skills...

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