Marketing Communications Leadership

Transcription

1 Marketing Communications UPCOMING Program DATES Sept Dec. 7, days over 3 months 4 convenient class modules Location Miles S. Nadal Management Centre 222 Bay Street, Toronto Navigate complex MarCom challenges. Program Participants Learn to: Drive growth, increase market share and maximize ROI with a complete MarCom leadership perspective. Gain new insights into the latest trends, innovative strategies and best practices in the rapidly changing field of marketing communications. Strategically and effectively integrate new digital and social media channels into the marketing communications mix. Endorsed by

2 Prepare for ongoing success in the fast-paced and competitive industry of marketing communications with the following Cutting-Edge Skills and Knowledge The field of marketing communications is changing rapidly. From new digital media channels, evolving branding imperatives and shifting sponsorship landscapes, to advanced analytics and enhanced standards of corporate social responsibility, the degree of complexity can be dizzying. SEEC s Marketing Communications has been carefully designed to give you the broad skill-set you need to navigate effectively in today s MarCom environment and consistently deliver superior ROI for all your projects. Industry Insights From Top Practitioners Participants gain a comprehensive industry overview and understanding from interacting with industry leaders at the top of their game. This prestigious Masters Certificate is taught not by just one or two top instructors, but by an incredible range of current MarCom leaders and educators who want you to succeed. This amplifies your learning experience by expanding your professional network, exposing you to insider best practices and helping you to develop your own advanced industry perspectives. Advanced Acumen Because strong and capable leadership is critical to achieving marketing communications success, we devote significant time to enhancing MarCom professionals ability to lead within their organization. In addition to people leadership, this includes integrated marketing communications plan development, problem reframing for better creative solutions, and customer-centric operations implementation. Acquiring advanced skills, in tandem with powerful leadership abilities, ensures you not only understand MarCom best practices, but can effectively implement them. Renewed Confidence Many program graduates have expressed that they leave with a transformed understanding of their abilities and capabilities, both professional and personal. Successful completion of this university-managed program attests to peers and employers alike that they are dealing with a wellequipped, skillful professional who can make a meaningful contribution and deliver improved results.

3 Overview of Course Modules Marketing Communications The Marketing Communications has been designed to help marketing and non-marketing executives alike succeed in the rapidly shifting realities of today s MarCom environment. This university level program is endorsed by the American Marketing Association, Toronto Chapter, and will provide you with all the cutting edge skills and tools needed to drive growth, increase market share and maximize return on investment for MarCom projects. Designed to accommodate the busy lives of professionals, the program is delivered in short, convenient learning sessions which feature 14 critical areas of MarCom focus in just 11 days and one evening over three months. An experiential education in more ways than one... Participants enjoy a rare opportunity to learn through a case study involving an actual marketing communications issue at an outstanding Canadian company. Executives from the organization introduce the issue at the beginning of the program, and students synthesize and apply the course learnings to make recommendations to the company executives at the end. Next steps Get the whole picture by previewing detailed program content and faculty bios online, then reserve your spot. Position your organization and your career for ongoing MarCom success! Module 1 September 26-28, 2018 Meeting the New MarCom Challenges Session 1 The New Reality for the MarCom Leader Session 2 Developing an Integrated MarCom Plan Session 3 Introduction to the Case Site and Learning Assignment Special evening session: Please note that on Day 2, September 27, class will run from 9 am to 8 pm (lunch and dinner are included). Session 4 Digital Media and MarCom Module 2 October 17-19, 2018 Cutting Edge Approaches for Success Session 5 Building and Managing External and Internal Brands Session 6 Building Better Sponsorship Programs Session 7 Big Data and Data Visualization for MarCom Session 8 for MarCom Module 3 November 14-16, 2018 Developing Skills for Maximum Effectiveness Session 9 Breaking the Rules: Innovation and Creativity Session 10 Legal Issues in MarCom Session 11 Thinking Skills for a Turbulent World: The Art of Framing and Reframing Session 12 The New School of Communications: Where Does Public Relations Fit In? Module 4 December 6-7, 2018 Integration for High Performance Session 13 Making Your Organization Customer Centric Session 14 Project Presentations, Analysis and Panel Discussion Participants will also complete an online reflective and applied exercise between Modules 3 and 4 that is designed to synthesize their understanding of course concepts and skills before graduation. Preview detailed program content and faculty bios: seec.online/11857 See detailed program content & register

4 Marketing Communications Program Director Jane-Michèle Clark Find Out More Today! Visit 1. Watch a brief video introduction of the program. 2. Join Jane-Michèle for a free 1-hour online information session. Once you register, you will be sent your login details. 3. For program content related questions, ask Jane-Michèle directly: Tel: Toll free: jmclark@schulich.yorku.ca Participant Profile The program is directed at strategic decision-makers with five to seven years of experience in marketing communications, and non-marketing executives taking on expanded marketing roles. Past participants have included: Vice-Presidents and Directors of Marketing Marketing Managers and Communications Specialists National, regional and global Business Managers Brand, Category and Product Managers Advertising and Creative Managers Unique Program Features and Benefits n Prepares you to drive growth, increase market share and maximize ROI with a complete MarCom leadership perspective n Receive university-level training with 11 world-class instructors at the leading edge of the marketing communications industry n ROI-centred to teach you strategies that will contribute meaningfully to your bottom line n Focused on emerging MarCom issues, including digital, social media and use of Big Data n Limited class size that facilitates peer-to-peer learning and networking n Allows you to immediately apply learning to current marketing challenges faced between modules n Interactive case study with introduction by, and presentation to, senior leaders from a leading Canadian company Green Program! Participants will receive all program learning materials electronically, and are asked to bring a suitable tablet or laptop PC to class. Alternative arrangements are available upon request. Registration Details Program Dates Sept Dec. 7, 2018 (11 days over 3 months) Program Location & Time Nadal Management Centre 222 Bay Street, Suite 500 Toronto Dominion Centre Toronto, Ontario M5K 1K2 Sessions run: 9:00 a.m. - 4:30 p.m. Special Evening Session: Please note that on Day 2 (Sep. 27), class will run from 9 am to 8 pm (includes lunch and dinner). Masters Certificate Program Fee: $10,850 CDN + applicable taxes AMA members receive a 10% discount: $9,765 CDN + applicable taxes Fee includes program tuition, teaching materials, lunches and refreshments. A deposit of $1,000 CDN is required to secure your place in the program. Full program fee is payable prior to start of program. Schulich Executive Education Centre s liability is limited to reimbursement of paid tuition fee. Contact us about multiple registration discounts from one organization, or a convenient tuition payment plan. Modules, speakers, topics, dates, fees, and locations are subject to change. Optional Accommodations Participants receive a special corporate rate at the Fairmont Royal York Hotel. For details please visit the Contact and Locations section of our website. Administrative Inquiries Tel: Toll Free: Fax: execedinfo@schulich.yorku.ca To reserve your spot visit us online today: seec.online/11857

5 Marketing Communications Detailed Program Content Visit us online to register! Module 1 3 days Meeting the New MarCom Challenges The New Reality for the MarCom Leader Understand the latest trends impacting MarCom such as the changing media environment, IMC, ROI, internal alignment of marketing with other departments, globalization of MarCom and changes in the client/agency relationship Assess the new skills required to proactively manage your brand in the changing MarCom environment Developing an Integrated MarCom Plan Review the latest strategies and formats for effective marketing communications plans Consider return on investment to move your business forward Introduction to the Case Site and Learning Assignment* Discuss the expectations and deliverables of the group assignment Learn about the strategy and the experiences of marketing experts at the case site * Special evening session: Please note that on Day 2, September 27, class will run from 9 am to 8 pm (lunch and dinner are included) Digital Media and Marcom Examining today s social media landscape Evaluating a company s online presence and understanding the importance of a strong social media strategy Measuring the impact of social media Module 2 3 days Cutting Edge Approaches for Success Building and Managing External and Internal Brands Deepen the relationship of your brand to your internal corporate culture and to the marketplace Assess the authenticity of your branding message Leverage the connection between employee engagement and brand messaging Building Better Sponsorship Programs Determine where sponsorship fits in marketing communications Explore best practices in sponsorship Consider how to value and measure the success of sponsorship Big Data and Data Visualization for MarCom Identifying patterns and trends Learn how to interpreting and gain insight from structured and unstructured data Apply the latest developments in business analytics to marketing communications for Marcom Improve your leadership skills Learn to leverage your personal leadership style to effect change in your organization Module 3 3 days Developing Skills for Maximum Effectiveness Breaking the Rules: Innovation and Creativity Waddaya mean rules? There are no rules for creative Media rules are you serious?????? This module is about knowing when and how to break the rules, so we re starting that right here, right now Legal Issues in MarCom Learn how to manage in today s regulatory environment Understand the rules and learn how to avoid the pitfalls of new regulations

6 UPCOMING Program DATE: Sept Dec. 7, days over 3 months 4 convenient class modules Program Faculty (read complete bios online) Thinking Skills for a Turbulent World: The Art of Framing and Reframing Learn how to anticipate emerging changes in your industry Improve your critical thinking by recognizing and challenging taken-for-granted assumptions Develop the seeing and thinking skills to recognize new opportunities The New School of Communications: Where does Public Relations fit in? Examine the evolution of public relations within the marketing equation and identify clients expectations Gain a better understanding of new career opportunities within public relations Explore the shift from public relations to public engagement and the role of social media in shaping public relations strategies Module 4 2 days Integration for High Performance Making Your Organization Customer Centric What is customer centricity and why is it important now? Barriers to building a customer-centric business How to make your business customer centric Project Presentations, Analysis & Panel Discussion Present group projects Discuss best practices in marketing communications Graduation ceremony and lunch Please note: Participants will complete an online reflective and applied exercise between Modules 3 and 4 that is designed to synthesize their understanding of course concepts and skills before graduation. Jane-Michèle Clark, Program Director An MBA instructor at Schulich, Jane-Michèle has over 30 years agency and client-side marketing communications experience. Tyler Calder Tyler Calder is Chief Marketing Officer at Yulio VR, and a proven leader in digital marketing. John Clinton John currently leverages his expertise as CEO-Canada for Edelman, one of Canada s largest public relations agencies. David Elsner, MBA David has 20+ years experience helping organizations use their data assets and providing solution implementation. Jeannette Hanna A brand strategist with 30 plus years of experience, Jeanette co-authored Ikonica, A Field Guide to Canada s Brandscape. Ingo Holzinger, MS, PhD Ingo is a professor of Organization Studies at Schulich, and teaches leadership, creativity and organizational change. Dan Hunter, MBA A partner at IMI International, Dab proves multinational firms with research and consulting about sponsorship marketing. Alan Middleton, BSc, MBA, PhD Executive director of SEEC and professor of marketing at Schulich, Alan has a 25-year career as a marketing practitioner. Brenda Pritchard Brenda s practice as a partner at Gowling Lafleur WLG has focused on advertising and marketing for more than 25 years. Steve Pulver Steve is a consultant and acclaimed teacher at Schulich with 30 years of experience on the Canadian advertising scene. Joseph Sherren, CSP, HoF, Global Speaking Fellow Joe is a management effectiveness expert who has spoken to more than 4,000 audiences in over 30 countries. Ajay K. Sirsi, PhD Ajay is a senior marketing professor at Schulich and author of three books on marketing strategy and practice. His next book, on customer segmentation, will be published in 2019.