Shopping Centres Successfully - Middle East Council of Shopping ...

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PROGRAM OVERVIEWMarketing can be defined as “The managementprocess for identifying, anticipating andsatisfying customer requirements profitably”.-The Chartered Institute of MarketingIn the context of the shopping centre industry itencompasses the entire customer offer and experience ofa centre including centre management ethos andbehaviour to customers, centre environment, customerservices and customer experience.Marketing is no longer an assumed activity rather itshould be treated as an investment for which a specifiedreturn is required. Limited budgets, increasingcompetition, changing dynamics of customerpreferences and expectations are some of the challengesbeing faced by shopping centre marketing teams today.This two day interactive workshop will focus on theessentials of the Marketing function within a retaildevelopment. Learn best practices, share knowledge,discuss the do’s and don’ts in marketing, find solutions tochallenges faced in your area of operations and networkwith industry colleagues.Register Now!• Do you know what your centre’s market ‘position’ is?• How aware are you of local variations in lifestyle and customer aspiration?• What differentiation does the Centre offer from it‘s competitors?• Is it necessary to commission market research within the centre?• Does the marketing activity seek to exceed customers’ expectations?• Does the marketing activity stand out from the competition?• Do you have an effective marketing plan?• Are the retailers convinced that the marketing plan will develop their business?• Are you sure you are using the most effective media?• Can the impact of the marketing activity be measured?• Are you using your marketing budgets effectively?• Can the centre gain sponsorship to subsidize the marketing budget and will thenature of the sponsorship fit with its brand values?Find out the answers to these questions and more at the two day“Marketing Shopping Centres Successfully” workshop.Marketing Shopping Centres Successfully
COURSE OUTLINEDay OneRole of Marketing during an Economic Downturn• Identifying global /market trends and conditionsthat impact your business• Reviewing / revising plans accordingly• Seeking new opportunitiesIntegrating Marketing with other Disciplines• Management (Operations & Finance)• Leasing• RetailersAnalyzing the Centre• The importance of conducting a centre audit(on your centre and the competitors) prior todeveloping your marketing plan• Key issues that need to be addressedThe Value of Research• Understanding your customer and your market• Determining the appropriate research foryour centre• Analysis of research• Integration into the marketing planAllocation of Marketing Budgets• The budget process• Justifying your marketing spend• Maximizing limited budgetsGroup ActivityDay TwoDeveloping a StrategicMarketing Plan• Marketing plan outline• Review of audits• Situation analysis• Competition• Problems & opportunities• Setting measurable objectives• Strategies and tactics- Positioning- Advertising & strategic media buying- Review of the new media- Public relations- Events & entertainment- Merchant communications- Sponsorships/partnerships- Loyalty programsGroup ActivityAbout the Workshop FacilitatorPam Bryson, SCMD, is the Vice President – Marketing for Majid Al Futtaim, PropertiesLLC. She is responsible for overseeing 9 operating shopping centres across the MiddleEast – which have a combined GLA of over 700,000 square meters (7.5 million squarefeet); with an additional 8 centres -which are currently under development –representing over 1.2 million additional square meters of GLA.PAM BRYSON, SCMDVice President - MarketingMAF PropertiesDubai, United Arab EmiratesPrior to this, Pam was the Marketing Manager at CITYSTARS, Egypt during thepre-opening launch of the massive integrated development which included 7 officetowers – 2 residential and 3 hotels along with a super regional centre. She spent twoyears prior to Egypt as Marketing Manager of Sahara Centre in Sharjah, UAE.Before Pam’s stint in the Middle East she held the position of Director, RegionalMarketing for 21 shopping malls in Canada at Ivanhoe Cambridge.Pam is a graduate of the University of Calgary, Canada and holds a Bachelor ofCommerce Degree with a Major in Marketing. She is an ICSC (International Council ofShopping Centres) designated Senior Certified Marketing Director (SCMD), has over 25ICSC Marketing awards credited to her name, has held various positions on ICSCcommittees, is a faculty at the ICSC Global School for Professional Development, andwas a judge for the ICSC Marketing Awards in Canada and the U.S.A.December 2 -3, 2010 • The Taj Palace Hotel, New Delhi, India
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