Marketing & Communications

The Masters Certificate in

Marketing

Communications

Leadership

TORONTO

Canada’s premier

university-managed Marketing

Communications planning and leadership certificate.

Develop your complete skill set in 15 areas.

2014 Program Dates

Hosted in 4 convenient class sessions • 11 days over 3 months

August 20 - November 28, 2014

What Past

Participants Say:

F. Liguon,

Brand Manager, OLG “The instructors provided phenomenal insight and knowledge, and were able to effectively challenge and develop my thinking.”

B. Buckton, Director, Marketing and Communications, RSA Insurance “The course has been a great opportunity to step back from my day-to-day work and look at the bigger picture. ”

R. John,

Communications Specialist, World Wildlife Fund Canada “A comprehensive and relevant curriculum that changes your way of thinking and gives you the tools to challenge others to do the same.”

R. Bicknell,

Vice President, Marketing, Universal Studios Home Entertainment

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The Masters Certificate in

Marketing Communications

Leadership

Gain the advanced marketing tools you need to

achieve better ROI, and fully leverage digital and

social media channels.

New media channels, changing markets, and higher standards for corporate social responsibility are just a few of the phenomena having a powerful impact on the rapidly changing field of marketing communications. Successful leaders must have a broader marketing skill-set than ever before to operate effectively in this emerging economic landscape.

With cutting-edge best practices taught by industry leaders,

The Masters Certificate in Marketing Communications Leadership helps develop your complete marketing skill set in 15 areas, and positions your business for ongoing success. It’s ideal for both marketing and non-marketing executives taking on increased marketing roles.

FEATURING 15 ADVANCED SUBjECT AREAS

Register online today at www.seec.schulich.yorku.ca/mcmcl

Prepare yourself to drive growth, grow market

share, and maximize ROI with a complete

MarCom Leadership Perspective.

Integrated Course Features Set This Program Apart:

1. Applied learning to your current marketing challenges 2. A team project analyzing a recent award-winning

MarCom campaign

3. Thirteen world-class instructors at the leading edge

of the marketing communications industry 4. Interactive case introduction with senior leaders

from the study site

3 days

3 days

2 days 3 days

Class Meeting the New MarCom Challenges

Session 1: August 20 - 22, 2014

nModule 1: The New Reality for the MarCom Leader nModule 2: Integrating Digital Media

nModule 3: Sponsorship--Making it Personal

nModule 4: Introduction to the Case Site and Learning

Assignment

nModule 5: Using Critical Thinking to Reframe Business Issues

Class Managing Multiple Issues

Session 2: September 24 - 26, 2014

nModule 6: Corporate Social Responsibility and Marketing nModule 7: Legal Issues in MarCom

nModule 8: Developing an Integrated MarCom Plan nModule 9: Building and Managing External and

Internal Brands

nModule 10: The “New School” of Communications:

Where Does PR Fit In?

Class Employing Hard and Soft Skills

Session 3: for Maximum Effectiveness

October 22 - 24, 2014

nModule 11: Persuasive and Influential Communication

for Leadership

nModule 12: Business Analytics for MarCom Performance nModule 13: Linking Your Research to a Dashboard nModule 14: Assuming a Leadership Role

Class Leveraging Partner Relationships

Session 4: November 27 - 28, 2014

nModule 15: Managing Client-Agency Relationships nModule 16: Project Presentations, Analysis

& Panel Discussion

2014 PROGRAM SCHEDULE AT A GLANCE

WHO SHOULD ATTEND?

• 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 • Strategic decision makers in MarCom with

PR O G RA M M O D U LE D ES CR IP TI O N

S

SESSION 1

MODULE 1: CONTEMPORARY ISSUES

The New Reality for the MarCom Leader

OBJECTIVES

n 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

n Assess the new skills required to proactively manage your

brand in the changing MarCom environment MODULE 2: NEW TRENDS IN MARCOM

Integrating Digital Media

OBJECTIVES

n Deeper understanding of today’s consumers and

their media habits

n Examine global research into the role of different

media channels along the path to purchase to build understanding on how to integrate the different mediums to maximize campaign efficiency

n Share market-leading insight into the emotional

connection that consumers have across their 3 screens of PC, Mobile & Gaming

MODULE 3: NEW TRENDS IN MARCOM

Sponsorship – Making it Personal

OBJECTIVES

n What is it and where does it fit in? n What are best practices?

n How do you value it and then measure success?

MODULE 4: LEADERSHIP DEVELOPMENT

Introduction to the Case Site and

Learning Assignment

OBJECTIVES

n Group assignment, expectations and deliverables

n Learn from the MarCom experts at the case site about their

strategy and experience MODULE 5: CRITICAL SKILLS

Using Critical Thinking to Reframe

Business Issues

OBJECTIVES

n Learn to frame and reframe business issues n Master the skill in asking the right questions

n Apply critical thinking skills to move your business forward

Optional Accommodation:

For sessions held at The Miles S. Nadal Management Centre, please consider staying at the Fairmont Royal York Hotel. Call 416.368.2511 and ask for the SEEC/York University special corporate rate. Book online at: www.fairmont.com.

MESSAGE FROM THE PROGRAM DIRECTOR

Masters Certificate in Marketing Communications Leadership to help you address the new realities facing MarCom managers and corporate leaders overseeing new marketing directives. This elite level certificate is the premier university-managed Marketing Communications planning and leadership program in Canada.

What makes it so popular is the convenient short learning modules, ideal for busy leaders. You are taught by experienced University faculty and industry leaders who will share the latest strategic and practical approaches on the cutting edge of MarCom practice. Through class sessions, team case studies and interactive group work you will gain a complete skill set to help your organization position itself for success.

Seating is limited to just 25 leaders each year,

so confirm your spot early for August. I look forward to meeting you on opening day.

Brenda Gainer, PhD,

Associate Professor Marketing, Schulich School of Business, and Program Director, Masters Certificate in Marketing Communications Leadership

Learning Modules Feature The Following Themes:

NEW TRENDS IN MARCOM

CONTEMPORARY ISSUES

CRITICAL SKILLS

LEADERSHIP

FIND OUT MOREat a complimentary 1-hour online info. session (12-1 p.m. EST/EDT). Choose from: • Thursday, April 3rd • Friday, May 9th • Wednesday, June 11th • Wednesday, July 16th For details and to RSVP please visit:

Please note:Participants will complete an online reflective and applied exercise between Session 3 and 4 that is designed to synthesize their understanding of course concepts and skills before graduation.

Register online today at www.seec.schulich.yorku.ca/mcmcl

SESSION 3

Persuasive and Influential Communication

for Leadership

OBJECTIVES

n Understand how to engage others and win trust as a leader

with greater confidence

n Learn to build and deliver more compelling and persuasive

business messages

n Develop influential nonverbal and verbal language that gains

attention and support for your leadership MODULE 12: NEW TRENDS IN MARCOM

Business Analytics for MarCom Performance

OBJECTIVES

n Identifying patterns and trends

n Interpreting and gaining insight from vast quantities of

structured and unstructured data

n Applying the latest developments in business analytics to

Marketing Communications MODULE 13: CRITICAL SKILLS

Linking Your Research Model to a Dashboard

OBJECTIVES

n Learn to develop a dashboard model that measures the

alignment of MarCom strategies to corporate business goals

n Deepen customer insight with data point triangulation

MODULE 14: LEADERSHIP DEVELOPMENT

Assuming a Leadership Role

OBJECTIVES

n Improve your leadership skills

n Learn to leverage your personal leadership style to effect

change in your organization

SESSION 4

Managing Client-Agency Relationships

OBJECTIVES

n Best practices in the management of client-agency relationships n Identify issues and opportunities in new roles and models —

such as partnering — in client-agency relationships

n Analyze the role of the lead agency

MODULE 16: LEADERSHIP DEVELOPMENT

Project Presentations, Analysis &

Panel Discussion

OBJECTIVES

n Group project presentations

n Panel discussion: MarCom best practices to move your

business forward

n Graduation ceremony and lunch

SESSION 2

Corporate Social Responsibility and Marketing

OBJECTIVES

n Understand the importance of corporate social

responsibility in today’s business world

n Apply an ethical lens to Marketing Communications

MODULE 7: CONTEMPORARY ISSUES

Legal Issues in MarCom

OBJECTIVES

n Proactively manage today’s regulatory environment n Understand the rules and how to avoid the pitfalls of

new regulations

MODULE 8: CRITICAL SKILLS

Developing an Integrated MarCom Plan

OBJECTIVES

n Review the latest strategies and formats for an effective

MarCom plan

n Focus on ROI to move your business forward

MODULE 9: NEW TRENDS IN MARCOM

Building and Managing External and

Internal Brands

OBJECTIVES

n Deepen the relationship of your brand to your internal

corporate culture and to the marketplace

n Assess the authenticity of your branding message n Leverage the connection between employee engagement

and brand messaging

MODULE 10: NEW TRENDS IN MARCOM

The “New School” of Communications:

Where Does PR Fit In?

OBJECTIVES

n Learn how public relations is evolving within the marketing

equation and what clients expect now

n Gain a better understanding of new career opportunities

within the field

n Explore the shift from public relations to public

engagement and the role of social media in shaping PR strategy

Fully prepare for

marketing leadership positions

CUSTOM TRAINING: Please note that any modules of The Masters Certificate in Marketing Communications Leadership can be delivered in-company for groups of 10 or more. For more information, email [email protected], call 416-360-8850 or visit www.seec.schulich.yorku.ca.

n Receive University-level training with 13 world-class instructors

n ROI-driven to teach you strategies that will contribute meaningfully to your bottom line

n Focused on emerging MarCom issues, including digital & social media n Applied assignments that link theory

to your organization’s issues

n Limited class size that allows peer-to-peer learning and networking

Sharpen your MarCom Leadership

Skills with your Masters Certificate

in Marketing Communications

Leadership:

1. Prepare your organization to excel

2. Lead your MarCom process more strategically

3. Improve MarCom ROI at your organization

4. Apply your cutting-edge learning to your current MarCom challenges

while attending the program

5. Effectively integrate new media into your MarCom mix

Popular Program Features

Take the first step today towards your

Masters Certificate

in Marketing Communications Leadership

To Register

Visit www.seec.schulich.yorku.ca/mcmcl (or see Convenient Registration Options on rear panel).

To Ask a Question About the Program

Contact Program Director Brenda Gainer at 416.736.5079, toll free

1.800.667.9380, or e-mail [email protected]

SEEC offers free 1-hour online information sessions for this program. See inside for dates, or to RSVP visit www.seec.schulich.yorku.ca/infosessions

For Further Program-Related Information

Visit our website at: www.seec.schulich.yorku.ca/mcmcl

• watch a video message from the Program Director • see what past participants have to say

• review the instructors and their areas of expertise

• see the list of participating organizations

Green Program

Please note: 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

CONVENIENT REGISTRATION OPTIONS ONLINE

www.seec.schulich.yorku.ca/mcmcl FAX

You may also download and print a Registration Form from www.seec.schulich.yorku.ca/mcmcl, complete and fax to The Schulich Executive Education Centre at 416.736.5689

MAIL

Mail your downloaded Registration Form to The Schulich Executive Education Centre, The Executive Learning Centre, Schulich School of Business, York University, 4700 Keele Street, Toronto, Ontario, M3J 1P3 PHONE ENQUIRIES

Telephone 416.736.5079 (1.800.667.9380 toll free) PROGRAM DATES

2014 Program Dates: August 20 - November 28, 2014 Unless otherwise notified, all teaching sessions commence at 9:00 a.m. and conclude at 4:30 p.m.

PROGRAM LOCATION All Sessions:

The Miles S. Nadal Management Centre, 222 Bay St., 5th Floor, Ernst & Young Tower, Toronto, Ontario M5K 1K2 Tel: 416.360.8850 Note: Upon receipt of Program Registration, a confirmation of acceptance will be sent to you along with program location details. CERTIFICATE OF PROGRAM COMPLETION

You will receive a handsomely framed Certificate of Completion from SEEC. Participants must attend all days of the program in order to receive the certificate.

PROGRAM FEE

$8,750 CDN + applicable taxes

• Fee includes full Masters Certificate program tuition, all teaching materials, lunches, refreshments, and framed certificate of completion.

• Schulich Executive Education Centre’s liability is limited to reimbursement of paid tuition fee. Full program fee is payable upon notification of acceptance.

• Full program fee is payable prior to start of program. • For multiple registration discounts from one organization, or a

convenient tuition payment plan, please call 416.736.5079. DEPOSITS, CANCELLATIONS, REPLACEMENTS AND TRANSFERS IMPORTANT: A deposit of $800 is required to secure your place in the program. Please include your credit card information on faxed or online registrations, or mail a cheque along with your completed program registration.

• If you are unable to attend the program you may transfer to the next session, subject to the 21-day written notification requirement or your organization may name a replacement candidate.

• Only one module transfer to another session will be permitted (subject to space availability) without penalty. Each subsequent transfer request has a $200 administration fee.

• A full refund will be issued for written cancellations received a minimum of 21 days before the program start date. Written cancellations received after this date will incur an administration charge of $800. Non-attendance or withdrawal after program start date will incur a full program fee.

Modules, speakers, topics, dates, fees, locations and applicable taxes are subject to change.

Mark Bowden

President, TruthPlane Communication Training

An expert in persuasive, influential, verbal and nonverbal language and communication structures, Mark’s techniques are used by top executives and political leaders around the globe. Lynne Clarke

Head of Marketing, Microsoft Advertising

As marketing director for a major global publisher, Lynne partners with the Canadian advertising community to realize the brand potential that digital media provides in today’s connected world.

John Clinton

CEO-Canada, Edelman

A proven leader of global media, marketing and communications companies, John currently leads one of Canada’s largest public relations agencies. His significant expertise in advertising and media provides him with a keen understanding of how to reach audiences via creative, content and digital.

John Dalla Costa

Founding Director, Kyrios & Company

With 20 years of ethics and trust consulting with private and public sector organizations, John is an Ethics and Social Responsibility instructor in the MBA program at Schulich School of Business.

Jeannette Hanna

Vice President, Trajectory

Jeanette is a brand strategist and co-author of Ikonica: A Field Guide to Canada’s Brandscape, offering an inside look at the major players in Canadian branding.

Tom Hendrikson

Chief Breakthrough Officer, Sixsense Inc.

During his 20-year career in marketing and sales, Tom has helped hundreds of high performers achieve business and personal success. Now as a consultant, he brings clarity to complexity, enabling teams to move forward with velocity.

Ingo Holzinger, PhD

Professor of Organization Studies, Schulich School of Business

Ingo’s research and teaching interests include leadership, creativity, and organizational change. As a teacher, Ingo is passionate about developing his students’ skills in seeing the world as a place of opportunity.

Murat Kristal. PhD

Program Director, Master of Science in Business Analytics, Schulich School of Business Murat’s research spans from

organizational learning to supply chain management. He has worked with large to medium size companies to help them better approach their customers and clients using insights from business analytics.

Jo-Ann McArthur

President, fisheye corporation

Jo-Ann has built brands at Molson, Procter & Gamble, Unilever and Cadillac Fairview. She lectures at and is founding Chair of the Sponsorship Marketing Council of Canada. Alan Middleton, PhD

Executive Director, Schulich Executive Education Centre

The first inductee into the Canadian Marketing Hall of Legends in the Mentor category and co-founder of the Canadian Advertising Success Stories (Cassie) Awards, Alan is one of the most authoritative sources of marketing knowledge in Canada.

Brenda Pritchard, LLB

Partner, Gowling Lafleur Henderson LLP

Brenda’s practice has focused exclusively on advertising and marketing for more than 25 years. Her clients include top advertising agencies, Fortune 500 manufacturers, production houses and publishers.

Sid Ridgley

President, Simul Corporation

Sid has international facilitation, consulting and keynoting experience in helping leaders and teams create more value for themselves, their organization and its customers.

Ajay Sirsi, PhD

Marketing Professor, Schulich School of Business

One of Canada’s most experienced strategic marketing researchers, Ajay consults and teaches globally in the field of business-to-business marketing and sales, strategic pricing and branding. PROGRAM FACULTY

The Masters Certificate in

Marketing Communications Leadership

Register Today

Call 416.736.5079

or visit us online at