The Masters Certificate in Marketing Communications Leadership

Transcription

1 Schulich Executive Educatio Programs The Masters Certificate i Marketig Commuicatios Leadership TORONTO Caada s premier uiversity-maaged Marketig Commuicatios plaig ad leadership program ad 2014 Program Dates 11 days over 3 moths Hosted i 4 coveiet class sessios August 14 - November 22, 2013 August - November 2014 (dates TBA)

2 Featurig 15 advaced subject areas The Masters Certificate i Marketig Commuicatios Leadership Gai the advaced marketig tools you eed to achieve better ROI, ad fully leverage digital ad social media chaels. New media chaels, chagig markets, ad higher stadards for corporate social resposibility are just a few of the pheomea havig a powerful impact o the rapidly chagig field of marketig commuicatios. Successful leaders must have a broader marketig skill-set tha ever before to operate effectively i this emergig ecoomic ladscape. With cuttig-edge best practices taught by idustry leaders, The Masters Certificate i Marketig Commuicatios Leadership from The Schulich Executive Educatio Cetre (SEEC) helps positio you for ogoig success i a recoverig ecoomy. It s ideal for both marketig ad o-marketig executives. Itegrated Course Features Set This Program Apart A team project aalyzig a recet award-wiig MarCom campaig 2013 Program Schedule at a glace *For 2014 program sessio dates, please see Sessio 1: Module 1: Module 2: Module 3: Module 4: Sessio 2: Meetig the New MarCom Challeges August 14-16, 2013 The New Reality for the MarCom Leader Itroductio to the Case Site ad Learig Assigmet Developig a Itegrated MarCom Pla 3 days Usig Critical Thikig to Reframe Busiess Issues Maagig Multiple Issues September 18-20, days Module 5: Corporate Social Resposibility Module 6: Legal Issues i MarCom Module 7: Itegratig Digital Media Module 8: Sposorship Makig it Persoal Module 9: Buildig ad Maagig Exteral ad Iteral Brads Module 10: Likig Your Research to a Dashboard Sessio 3: Employig Hard ad Soft Skills for Maximum Effectiveess October 23-25, 2013 Module 11: Persuasive ad Ifluetial Commuicatio for Leadership Module 12: Busiess Aalytics for MarCom Performace Module 13: The New School of Commuicatios: Where Does PR Fit I? Module 14: Assumig a Leadership Role 3 days World-class teachig faculty Iteractive case itroductio with seior leaders from the study site Sessio 4: Leveragig Parter Relatioships November 21-22, 2013 Module 15: Maagig Cliet-Agecy Relatioships Module 16: Group Project Presetatios, Aalysis & Pael Discussio 2 days Prepare to drive growth ad maximize ROI durig ecoomic recovery with a complete MarCom Leadership Perspective. 16 advaced learig modules feature the followig themes: NEW TRENDS IN MARCOM CONTEMPORARY ISSUES Critical Skills Leadership MarCom Leadership Media Brad Negotiatio Agecy Research Register olie today at Legal Gree Program Please ote: Participats will receive all program learig materials electroically, ad are asked to brig a suitable tablet or laptop PC to class. Alterative arragemets are available upo request.

3 MESSAGE FROM THE PROGRAM DIRECTOR SEEC is pleased to offer the dyamic Masters Certificate i Marketig Commuicatios Leadership to help you uderstad ad address the ew realities facig MarCom maagers. This elite level certificate is the premier uiversity-maaged Marketig Commuicatios plaig ad leadership program i Caada. It is coveietly hosted i short learig modules, ad taught by experieced Schulich faculty ad idustry leaders who will share the latest strategic ad practical approaches o the cuttig edge of MarCom practice. Through class sessios, team case studies ad iteractive group work you will gai a complete skill set to help your orgaizatio positio itself for growth durig market recovery. Seatig is limited to just 25 leaders each year, so cofirm your spot early. I look forward to meetig you o opeig day. PROGRAM MODULE DESCRIPTIONS SESSION 1 Duratio: 3 days MODULE 1 THEME: CONTEMPORARY ISSUES The New Reality for the MarCom Leader Uderstad the latest treds impactig MarCom such as the chagig media eviromet, IMC, ROI, iteral aligmet of marketig with other departmets, globalizatio of MarCom ad chages i the cliet/agecy relatioship Assess the ew skills required to proactively maage your brad i the chagig MarCom eviromet MODULE 2 THEME: LEADERSHIP Itroductio to the Case Site ad Learig Assigmet Group assigmet, expectatios ad deliverables Lear from the MarCom experts at the case site about their strategy ad experiece MODULE 3 THEME: CRITICAL SKILLS Developig a Itegrated MarCom Pla Breda Gaier, PhD, Associate Professor Marketig, Schulich School of Busiess, ad Program Director, Masters Certificate i Marketig Commuicatios Leadership Who should atted? Vice-presidets ad directors of marketig Natioal, regioal ad global busiess maagers Marketig maagers ad commuicatios specialists Brad, category ad product maagers Advertisig ad creative maagers Strategic decisio makers i MarCom with 5-7 years experiece Optioal Accommodatio: Participats requirig accommodatio are ivited to stay at our Executive Learig Cetre Hotel, located o the York Uiversity Campus. Room rate is $145.00/ight ad icludes cotietal breakfast. Preview olie at Register olie today at Review the latest strategies ad formats for a effective MarCom pla Focus o ROI to move your busiess forward MODULE 4 THEME: CRITICAL SKILLS Usig Critical Thikig to Reframe Busiess Issues Lear to frame ad reframe busiess issues Master the skill i askig the right questios Apply critical thikig skills to move your busiess forward SESSION 2 Duratio: 3 days MODULE 5 THEME: CONTEMPORARY ISSUES Corporate Social Resposibility Uderstad the importace of corporate social resposibility i today s busiess world Apply a ethical les to Marketig Commuicatios MODULE 6 THEME: CONTEMPORARY ISSUES Legal Issues i MarCom Proactively maage today s regulatory eviromet Uderstad the rules ad how to avoid the pitfalls of ew regulatios

4 MODULE 7 THEME: NEW TRENDS IN MARCOM Itegratig Digital Media Deeper uderstadig of today s cosumers ad their media habits Examie global research ito the role of differet media chaels alog the path to purchase to build uderstadig o how to itegrate the differet mediums to maximize campaig efficiecy Share market-leadig isight ito the emotioal coectio that cosumers have across their 3 screes of PC, Mobile & Gamig MODULE 8 THEME: NEW TRENDS IN MARCOM Sposorship Makig it Persoal What is it ad where does it fit i? What are best practices? How do you value it ad the measure success? MODULE 12 THEME: NEW TRENDS IN MARCOM Busiess Aalytics for MarCom Performace Idetifyig patters ad treds Iterpretig ad gaiig isight from vast quatities of structured ad ustructured data Applyig the latest developmets i busiess aalytics to Marketig Commuicatios MODULE 13 THEME: NEW TRENDS IN MARCOM The New School of Commuicatios: Where Does PR Fit I? Lear how public relatios is evolvig withi the marketig equatio ad what cliets expect ow Gai a better uderstadig of ew career opportuities withi the field Explore the shift from public relatios to public egagemet ad the role of social media i shapig PR strategy MODULE 9 THEME: NEW TRENDS IN MARCOM Buildig ad Maagig Exteral ad Iteral Brads Deepe the relatioship of your brad to your iteral corporate culture ad to the marketplace Assess the autheticity of your bradig message MODULE 14 THEME: LEADERSHIP Assumig a Leadership Role Improve your leadership skills Lear to leverage your persoal leadership style to effect chage i your orgaizatio Leverage the coectio betwee employee egagemet ad brad messagig SESSION 4 Duratio: 2 days MODULE 10 THEME: CRITICAL SKILLS Likig Your Research Model to a Dashboard Lear to develop a dashboard model that measures the aligmet of MarCom strategies to corporate busiess goals Deepe customer isight with data poit triagulatio MODULE 15 THEME: CRITICAL SKILLS Maagig Cliet-Agecy Relatioships Best practices i the maagemet of cliet-agecy relatioships Idetify issues ad opportuities i ew roles ad models such as parterig i cliet-agecy relatioships Aalyze the role of the lead agecy SESSION 3 MODULE 11 THEME: LEADERSHIP Duratio: 3 days Persuasive ad Ifluetial Commuicatio for Leadership Uderstad how to egage others ad wi trust as a leader with greater cofidece Lear to build ad deliver more compellig ad persuasive busiess messages Develop ifluetial overbal ad verbal laguage that gais attetio ad support for your leadership Module 16: Group Project Presetatios, Aalysis & Pael Discussio Group project presetatios Pael discussio: MarCom best practices to move your busiess forward Graduatio ceremoy ad luch Please ote: Participats will complete a olie reflective ad applied exercise betwee Sessio 3 ad 4 that is desiged to review ad sythesize their uderstadig of course cocepts ad skills before graduatio. Fid out more at a complimetary 1-hour olie ifo. sessio (12-1 p.m. EST/EDT). Choose from: Wedesday, April 10th Wedesday, May 29th Wedesday, Jue 26th Wedesday, July 24th For details ad to RSVP please visit:

5 PARTICIPATING ORGANIZATIONS (Sample) WHAT PAST Participats Say Joi our growig list of participatig orgaizatios i SEEC s Masters Certificate i Marketig Commuicatios Leadership. Full registratio details o back. This is oe of our highest rated programs i history. Here s what our past participats Say, ad what you ca expect: This program provides a excellet foudatio for all marketig commuicatios professioals. The value of the course is learig from idustry experts ad classmates. The etworkig this program offers exteds the value of the course material. Jocely Christie, Marketig Commuicatios Maager, Schlumberger Caada Ltd. A comprehesive ad relevat curriculum that chages your way of thikig ad gives you the tools to challege others to do the same. Richard Bickell, Vice Presidet, Marketig Uiversal Studios Home Etertaimet A positive itegrated program of marketig fudametals delivered by relevat professioals. I especially ejoyed the camaraderie of the other participats ad will miss the opportuity to talk shop each moth. Laurel Pederse, Director, Marketig, Su Life Fiacial Bell Caada BDO Duwoody LLP Caada Nova Scotia Offshore Petroleum Board Carlso Marketig Castrol Wakefield Caada CBC CryptoLogic Ic. Goodyear Caada Ic. Graite Club Idigo Books ad Music Ic. Mercedes Bez Caada Ic. Natioal Bak of Caada Otario Lottery & Gamig Corporatio Palm Ic. Pepsico Power Stream Ic. Rogers Cable Commuicatios SC Johso & So Ltd. Schlumberger Caada Ltd. Su Life Fiacial TD Bak Fiacial Group The TDL Group Corp. The course material was excellet ad facilitators were awesome. Most importatly, the participats made the differece as ow we all feel so close to each other. Ajith Halahackoue, Seior Product Developmet Maager, Grace Keedy Co. Ltd. This program provides positive iteractive eviromet for learig. Phil Barret, Seior Director, Carlso Marketig The Masters MarCom course ecompasses all the elemets of marketig commuicatios ad provides the itegrated approach of all of the elemets ito a mix! Each sessio provided isight I could implemet ito our everyday activities. Fraca Liguo, Brad Maager, OLG Please Note: Seatig is limited to 25 participats To esure optimal learig, this elite level certificatio is oly offered oce each year to just 25 participats. Reserve your seat today as may participats rate this program as career-defiig.

6 Uique Program Features Uiversity-level ad idustry-focused Fully prepare for marketig leadership positios Take the first step today towards your Masters Certificate i Marketig Commuicatios Leadership To Register Visit (or see Coveiet Registratio Optios o rear pael). To Ask a Questio About the Program Cotact Program Director Breda Gaier at , toll free , or bgaier@schulich.yorku.ca SEEC offers free 1-hour olie iformatio sessios for this program. See iside for dates, or to RSVP visit For Further Program-Related Iformatio Visit our website at: watch a video message from the Program Director see what past participats have to say review the istructors ad their areas of expertise see the list of participatig orgaizatios CUSTOM TRAINING: Please ote that ay modules of The Masters Certificate i Marketig Commuicatios Leadership ca be delivered i-compay for groups of 10 or more. For more iformatio, CustomSEECPrograms@schulich.yorku.ca, call or visit ROI-drive to teach you strategies that will cotribute meaigfully to your bottom lie Focused o emergig MarCom issues, icludig digital & social media Real-world case studies ad assigmets that lik theory to practise World-class istructors Limited class size that allows peer-topeer learig ad etworkig Sharpe your MarCom leadership skills with your Masters Certificate i Marketig Commuicatios Leadership: Prepare your orgaizatio to excel durig market recovery Lead your MarCom process more strategically Improve MarCom ROI at your orgaizatio Apply your cuttig-edge learig to your curret MarCom challeges while attedig the program Effectively itegrate ew media ito your MarCom mix

7 Registratio Details The Masters Certificate i Marketig Commuicatios Leadership CONVENIENT Registratio OPTIONS ONLINE FAX You may also dowload ad prit a Registratio Form from complete ad fax to The Schulich Executive Educatio Cetre at MAIL Mail your dowloaded Registratio Form to The Schulich Executive Educatio Cetre, The Executive Learig Cetre, Schulich School of Busiess, York Uiversity, 4700 Keele Street, Toroto, Otario, M3J 1P3 PHONE ENQUIRIES Telephoe ( toll free) Program Dates 2013 Program Dates: August 14 - November 22, Program Dates: August - November 2014 (dates TBA) Uless otherwise otified, all teachig sessios commece at 9:00 a.m. ad coclude at 4:30 p.m. Program Locatio All Sessios: The Executive Learig Cetre, Schulich School of Busiess, York Uiversity, 4700 Keele Street, Toroto, Otario M3J 1P3 Tel: ( toll free) Fax: Note: Upo receipt of Program Registratio, a cofirmatio of acceptace will be set to you alog with program locatio details. Certificate of Program Completio You will receive a hadsomely framed Certificate of Completio from SEEC. Participats must atted all days of the program i order to receive the certificate. Program Fee $8,750 CDN + applicable taxes Fee icludes full program tuitio, teachig materials, luches, ad refreshmets. Schulich Executive Educatio Cetre s liability is limited to reimbursemet of paid tuitio fee. Full program fee is payable upo otificatio of acceptace. Full program fee is payable prior to start of program. For multiple registratio discouts from oe orgaizatio, or a coveiet tuitio paymet pla, please call Deposits, Cacellatios, Replacemets ad Trasfers IMPORTANT: A deposit of $800 is required to secure your place i the program. Please iclude your credit card iformatio o faxed or olie registratios, or mail a cheque alog with your completed program registratio. If you are uable to atted the program you may trasfer to the ext sessio, subject to the 21-day writte otificatio requiremet or your orgaizatio may ame a replacemet cadidate. Oly oe module trasfer to aother sessio will be permitted (subject to space availability) without pealty. Each subsequet trasfer request has a $200 admiistratio fee. A full refud will be issued for writte cacellatios received a miimum of 21 days before the program start date. Writte cacellatios received after this date will icur a admiistratio charge of $800. No-attedace or withdrawal after program start date will icur a full program fee. Modules, speakers, topics, dates, fees, locatios ad applicable taxes are subject to chage. PROGRAM FACULTY Mark Bowde Presidet, TruthPlae Commuicatio Traiig A expert i persuasive, ifluetial, verbal ad overbal laguage ad commuicatio structures, Mark s techiques are used by top executives ad political leaders aroud the globe. Joh Clito CEO-Caada, Edelma A prove leader of global media, marketig ad commuicatios compaies, Joh curretly leads oe of Caada s largest public relatios agecies. His sigificat expertise i advertisig ad media provides him with a kee uderstadig of how to reach audieces via creative, cotet ad digital. Joh Dalla Costa Foudig Director, Kyrios & Compay With 20 years of ethics ad trust cosultig with private ad public sector orgaizatios, Joh is a Ethics ad Social Resposibility istructor i the MBA program at Schulich School of Busiess. Jeaette Haa Presidet, Ikoica Brads Ic. Jeaette is a brad strategist ad co-author of Ikoica: A Field Guide to Caada s Bradscape, offerig a iside look at the major players i Caadia bradig. Tom Hedrikso Chief Breakthrough Officer, Sixsese Ic. Durig his 20-year career i marketig ad sales, Tom has helped hudreds of high performers achieve busiess ad persoal success. Now as a cosultat, he brigs clarity to complexity, eablig teams to move forward with velocity. Igo Holziger, PhD Assistat Professor of Orgaizatio Studies, Schulich School of Busiess Igo s research ad teachig iterests iclude leadership, creativity, ad orgaizatioal chage. As a teacher, Igo is passioate about developig his studets skills i seeig the world as a place of opportuity. Murat Kristal. PhD Program Director, Master of Sciece i Busiess Aalytics, Schulich School of Busiess Murat s research spas from orgaizatioal learig to supply chai maagemet. He has worked with large to medium size compaies to help them better approach their customers ad cliets usig isights from busiess aalytics. Jo-A McArthur Parter & Coectio Architect, fisheye corporatio Jo-A has built brads at Molso, Procter & Gamble, Uilever ad Cadillac Fairview. She lectures at ad is foudig Chair of the Sposorship Marketig Coucil of Caada. Ala Middleto, PhD Executive Director, Schulich Executive Educatio Cetre The first iductee ito the Caadia Marketig Hall of Legeds i the Metor category ad co-fouder of the Caadia Advertisig Success Stories (Cassie) Awards, Ala is oe of the most authoritative sources of marketig kowledge i Caada. Jacquelie O Sulliva Head of Marketig, Microsoft Advertisig As marketig director for a major global publisher, Jacquelie parters with the Caadia advertisig commuity to realize the brad potetial that digital media provides i today s coected world. Nick Price-Owe Maagig Director, The Price-Owe Group Specializig i the food & beverage ad packaged goods idustries, Nick helps cliets to idetify growth opportuities ad traslate strategic visio ito braded reality. He also teaches Itegrated Marketig Commuicatios at the Schulich School of Busiess. Breda Pritchard, LLB Parter, Gowlig Lafleur Hederso LLP Breda s practice has focused exclusively o advertisig ad marketig for more tha 25 years. Her cliets iclude top advertisig agecies, Fortue 500 maufacturers, productio houses ad publishers. Sid Ridgley Presidet, Simul Corporatio Sid has iteratioal facilitatio, cosultig ad keyotig experiece i helpig leaders ad teams create more value for themselves, their orgaizatio ad its customers.