Schulich Cetres of Excellece Marketig & Commuicatios The Masters Certificate i Marketig Commuicatios TORONTO Caada s premier uiversity-maaged Marketig Commuicatios plaig ad leadership certificate. Develop your complete skill set i 15 areas. 2014 Program Dates Hosted i 4 coveiet class sessios 11 days over 3 moths August 20 - November 28, 2014 What Past Participats Say: The Masters MarCom course ecompasses all the elemets of marketig commuicatios ad provides a itegrated approach of all of the elemets ito a mix! Each sessio provided isight I could implemet ito our everyday activities. F. Liguo, Brad Maager, OLG The istructors provided pheomeal isight ad kowledge, ad were able to effectively challege ad develop my thikig. B. Buckto, Director, Marketig ad Commuicatios, RSA Isurace The course has bee a great opportuity to step back from my day-today work ad look at the bigger picture. R. Joh, Commuicatios Specialist, World Wildlife Fud Caada A comprehesive ad relevat curriculum that chages your way of thikig ad gives you the tools to challege others to do the same. R. Bickell, Vice Presidet, Marketig, Uiversal Studios Home Etertaimet
Featurig 15 advaced subject areas The Masters Certificate i Marketig Commuicatios Gai the advaced marketig tools you eed to achieve better ROI, ad fully leverage digital ad social media chaels. Who should atted? Vice-presidets ad Directors of Marketig Marketig Maagers ad Commuicatios Specialists Natioal, regioal ad global Busiess Maagers Brad, Category ad Product Maagers Advertisig ad Creative maagers Strategic decisio makers i MarCom with 5-7 years experiece 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 helps develop your complete marketig skill set i 15 areas, ad positios your busiess for ogoig success. It s ideal for both marketig ad o-marketig executives takig o icreased marketig roles. Itegrated Course Features Set This Program Apart: 1. Applied learig to your curret marketig challeges 2. A team project aalyzig a recet award-wiig MarCom campaig 3. Thirtee world-class istructors at the leadig edge of the marketig commuicatios idustry 4. Iteractive case itroductio with seior leaders from the study site Prepare yourself to drive growth, grow market share, ad maximize ROI with a complete MarCom Perspective. 2014 Program Schedule at a glace Class Meetig the New MarCom Challeges Sessio 1: August 20-22, 2014 Module 1: Module 2: Module 3: Module 4: Module 5: The New Reality for the MarCom Leader Itegratig Digital Media Sposorship--Makig it Persoal Itroductio to the Case Site ad Learig Assigmet 3 days Usig Critical Thikig to Reframe Busiess Issues Class Maagig Multiple Issues Sessio 2: September 24-26, 2014 Module 6: Module 7: Module 8: Module 9: 3 days Corporate Social Resposibility ad Marketig Legal Issues i MarCom Developig a Itegrated MarCom Pla Buildig ad Maagig Exteral ad Iteral Brads Module 10: The New School of Commuicatios: Where Does PR Fit I? Class Sessio 3: Employig Hard ad Soft Skills for Maximum Effectiveess October 22-24, 2014 Module 11: Persuasive ad Ifluetial Commuicatio for Module 12: Busiess Aalytics for MarCom Performace 3 days Module 13: Likig Your Research to a Dashboard Module 14: Assumig a Role MarCom Media Negotiatio Research Legal Class Leveragig Parter Relatioships Sessio 4: November 27-28, 2014 2 days Brad Agecy Module 15: Maagig Cliet-Agecy Relatioships Register olie today at www.seec.schulich.yorku.ca/mcmcl Module 16: Project Presetatios, Aalysis & Pael Discussio
MESSAGE FROM THE PROGRAM DIRECTOR SEEC is pleased to offer the dyamic Masters Certificate i Marketig Commuicatios to help you address the ew realities facig MarCom maagers ad corporate leaders overseeig ew marketig directives. This elite level certificate is the premier uiversitymaaged Marketig Commuicatios plaig ad leadership program i Caada. PROGRAM MODULE DESCRIPTIONS SESSION 1 Duratio: 3 days MODULE 1: 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 What makes it so popular is the coveiet short learig modules, ideal for busy leaders. You are taught by experieced Uiversity 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 success. Seatig is limited to just 25 leaders each year, so cofirm your spot early for August. I look forward to meetig you o opeig day. Breda Gaier, PhD, Associate Professor Marketig, Schulich School of Busiess, ad Program Director, Masters Certificate i Marketig Commuicatios Learig Modules Feature The Followig Themes: NEW TRENDS IN MARCOM CONTEMPORARY ISSUES Critical Skills MODULE 2: 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 3: 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 4: LEADERSHIP Developmet 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 5: 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 Optioal Accommodatio: For sessios held at The Miles S. Nadal Maagemet Cetre, please cosider stayig at the Fairmot Royal York Hotel. Call 416.368.2511 ad ask for the SEEC/York Uiversity special corporate rate. Book olie at: www.fairmot.com. Fid out more at a complimetary 1-hour olie ifo. sessio (12-1 p.m. EST/EDT). Choose from: Thursday, April 3rd Friday, May 9th Wedesday, Jue 11th Wedesday, July 16th For details ad to RSVP please visit: www.seec.schulich.yorku.ca/ifosessios
SESSION 2 Duratio: 3 days SESSION 3 Duratio: 3 days MODULE 6: CONTEMPORARY ISSUES Corporate Social Resposibility ad Marketig Uderstad the importace of corporate social resposibility i today s busiess world Apply a ethical les to Marketig Commuicatios MODULE 7: CONTEMPORARY ISSUES Legal Issues i MarCom Proactively maage today s regulatory eviromet Uderstad the rules ad how to avoid the pitfalls of ew regulatios MODULE 8: Critical Skills Developig a Itegrated MarCom Pla Review the latest strategies ad formats for a effective MarCom pla Focus o ROI to move your busiess forward MODULE 9: 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 Leverage the coectio betwee employee egagemet ad brad messagig MODULE 10: 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 11: LEADERSHIP Developmet Persuasive ad Ifluetial Commuicatio for 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 12: 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: 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 14: LEADERSHIP Developmet Assumig a Role Improve your leadership skills Lear to leverage your persoal leadership style to effect chage i your orgaizatio SESSION 4 Duratio: 2 days MODULE 15: 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 Please ote: Participats will complete a olie reflective ad applied exercise betwee Sessio 3 ad 4 that is desiged to sythesize their uderstadig of course cocepts ad skills before graduatio. Register olie today at www.seec.schulich.yorku.ca/mcmcl MODULE 16: LEADERSHIP Developmet Project Presetatios, Aalysis & Pael Discussio Group project presetatios Pael discussio: MarCom best practices to move your busiess forward Graduatio ceremoy ad luch
Popular Program Features Receive Uiversity-level traiig with 13 world-class istructors Fully prepare for marketig leadership positios Take the first step today towards your Masters Certificate i Marketig Commuicatios To Register Visit www.seec.schulich.yorku.ca/mcmcl (or see Coveiet Registratio Optios o rear pael). To Ask a Questio About the Program Cotact Program Director Breda Gaier at 416.736.5079, toll free 1.800.667.9380, or e-mail bgaier@schulich.yorku.ca SEEC offers free 1-hour olie iformatio sessios for this program. See iside for dates, or to RSVP visit www.seec.schulich.yorku.ca/ifosessios For Further Program-Related Iformatio Visit our website at: www.seec.schulich.yorku.ca/mcmcl 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 ca be delivered i-compay for groups of 10 or more. For more iformatio, email CustomSEECPrograms@schulich.yorku.ca, call 416-360-8850 or visit www.seec.schulich.yorku.ca. ROI-drive to teach you strategies that will cotribute meaigfully to your bottom lie Focused o emergig MarCom issues, icludig digital & social media Applied assigmets that lik theory to your orgaizatio s issues Limited class size that allows peer-topeer learig ad etworkig Sharpe your MarCom Skills with your Masters Certificate i Marketig Commuicatios : 1. Prepare your orgaizatio to excel 2. Lead your MarCom process more strategically 3. Improve MarCom ROI at your orgaizatio 4. Apply your cuttig-edge learig to your curret MarCom challeges while attedig the program 5. Effectively itegrate ew media ito your MarCom mix 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.
Registratio Details The Masters Certificate i Marketig Commuicatios CONVENIENT Registratio OPTIONS ONLINE www.seec.schulich.yorku.ca/mcmcl FAX You may also dowload ad prit a Registratio Form from www.seec.schulich.yorku.ca/mcmcl, complete ad fax to The Schulich Executive Educatio Cetre at 416.736.5689 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 416.736.5079 (1.800.667.9380 toll free) Program Dates 2014 Program Dates: August 20 - November 28, 2014 Uless otherwise otified, all teachig sessios commece at 9:00 a.m. ad coclude at 4:30 p.m. Program Locatio All Sessios: The Miles S. Nadal Maagemet Cetre, 222 Bay St., 5th Floor, Erst & Youg Tower, Toroto, Otario M5K 1K2 Tel: 416.360.8850 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 Masters Certificate program tuitio, all teachig materials, luches, refreshmets, ad framed certificate of completio. 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 416.736.5079. 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. Lye Clarke Head of Marketig, Microsoft Advertisig As marketig director for a major global publisher, Lye parters with the Caadia advertisig commuity to realize the brad potetial that digital media provides i today s coected world. 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 Vice Presidet, Trajectory 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 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 Presidet, 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. 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. Ajay Sirsi, PhD Marketig Professor, Schulich School of Busiess Oe of Caada s most experieced strategic marketig researchers, Ajay cosults ad teaches globally i the field of busiess-to-busiess marketig ad sales, strategic pricig ad bradig. Register Today Call 416.736.5079 or visit us olie at seec.shulich.yorku.ca/mcmcl