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					                               PUBLIC SEMINARS                                |   MARKETING & SALES




                         Measuring Marketing ROI:
                         Making Highly Profitable
                         Marketing Decisions
                         A structured approach to analyzing your marketing
                         programs. Learn how to develop customized ROI measures
                         to help ensure your marketing programs are profit-driven!




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                                                                                                    S E M I N A R D AT E S :

                         Register online at                                                          May 2 - 3, 2011
                         www.seec.schulich.yorku.ca                                                  November 14 - 15, 2011




                                                                                                                                   PRESENTED BY

             The Ideal Course for Any Manager who
             Oversees Marketing Expenditures or Plans
             Product & Service Business Strategies.
             Key Learning Objectives Include:
            1    Learn how to implement a Marketing ROI program for
                 your business – from start to finish
                                                                                                                    Register online for this and other programs:
            2    Determine what to measure, why it needs measuring                                                      www.seec.schulich.yorku.ca
                 and who does the measuring
            3    Use specific ROI measures to plan future corporate
                 strategy, select marketing and sales programs, and
                 set budgets and business projections
            4    Prepare a Marketing ROI Implementation Blueprint


Public Seminars • Executive & Residential Programs • E-Learning Programs • Conferences and Briefings • Certification & Accreditation Programs • In-company & Customized Programs
          Measuring Marketing ROI:                                                      Next Seminar Date:
                                                                                        May 2 - 3, 2011
          Making Highly Profitable                                                      Registration details on back.

          Marketing Decisions
PUBLIC SEMINARS | MARKETING & SALES
                                                           “   An excellent course that tackles a subject of
                                                               uncertainty and confusion amongst the
                                                               marketing world. I would recommend this
                                                               course to anyone.
                                                                                   ”
                                                               L. Ferguson, Sr. Director & Client Services Leader
                                                                  Boom! Marketing / Accumark Communications


                                                                 Develop Your Own Marketing ROI Model

                                                                 Your learning is practical. The great benefit of
                                                                 this course is that you apply your learning to
                                                                 develop customized ROI measures that will
                                                                 work for your organization’s specific marketing
About This Seminar
                                                                 programs.

       arketing has evolved into a results-driven
M      industry. With the variety of marketing options
available, Return On Investment analysis must form the             What You Will Learn
basis for marketing decisions, just as it does for other
departments like sales, finance or manufacturing.                   1    How to implement a marketing ROI
This practical course focuses on today’s Marketing                      program for your business – from
                                                                        start to finish.
Performance Metrics (MPM’s), and the mechanics
of developing a workable Marketing ROI plan for                    2.
                                                                   2    How to use specific ROI measures to
your business. You will begin working on your ROI                       establish future corporate strategy,
                                                                        set select marketing programs and
measurements during the workshop.
                                                                        set budgets and projections.
A course of this nature is long overdue for businesses,
                                                                   3.
                                                                   3    Establishing your Marketing
and is ideal for any marketing, sales, advertising or                   Performance Metrics – what needs to
product manager who is making everyday marketing                        be measured, how to measure it and
strategy and budgeting decisions.                                       who does the measuring.

                                                                   4.
                                                                   4    Conduct an assessment of your
                                                                        organizations current Marketing
  Who Should Attend                                                     ROI measurements and make
                                                                        recommendations for improvement.
  Q Executives who manage business units with                      5.
                                                                   5    Practice a wide variety of
     a profit or loss responsibility.                                    measurement techniques.
  Q Functional leaders from marketing, sales
                                                                   6.
                                                                   6    Link your marketing ROI targets to
     development, product management, finance,
                                                                        corporate strategy, sales strategy
     and advertising.
                                                                        and other functions.
  Q Business and public sector leaders currently
     on marketing strategy assignments.                            7
                                                                   7.   Use turnkey tools to increase your
                                                                        marketing profitability.
  Q Managers wishing to upgrade their formal
     education in strategic marketing and planning.                8.
                                                                   8    Prepare an ROI Implementation
                                                                        Blueprint for back at the office.
                                                                                             REGISTER TODAY AND ENJOY OUR
    I   Program Content                                                                  100% SATISFACTION GUARANTEE
    Part 1 Understanding Marketing              Part 2 Creating Customized                 Part 3 Developing Your
         ROI & Marketing Performance                 Marketing ROI Measurements                 Marketing Implementation
         Measurement (MPM)                           For Your Business                          Blueprint

    What is Marketing ROI? Why is it            Understanding The Mechanics of             Practical Applications of Marketing
    Critical For Every Competitive              Marketing ROI                              ROI for Your Business
    Organization Today?
                                                    Refresher on financial and                 Corporate-level applications and
        How organizational growth and               marketing measurements:                   campaign-level applications
        Marketing ROI are strongly linked           Net Present Value (NPV); Gross            Establishing strategic marketing
        The influence Marketing ROI has              Margin; Incremental Customer              investment and budget limits
        on corporate ROI and the strategic          Value (ICV); Customer Lifetime            Increasing rate of returns –
        planning process                            Value (CLV)                               10 types of return measurements
        What benefits can be gained?                 ROI Threshold or Hurdle Rate
        What are the consequences of                Comparing Incremental Revenues         Preparing an Assessment:
        not doing it?                               vs. Incremental Costs                  Reviewing What Your Business
        Who should be in charge                                                            Currently Does
                                                    Past marketing investments
        of the entire process?                      vs. future decisions                      Evaluating your state of readiness
        Obstacles and challenges                                                              for measuring marketing ROI
        marketers face                          Building Your Marketing ROI                   Identifying 3 concrete actions
                                                Process: How Marketing                        recommended to your organization
    Using Marketing Performance                 Effectiveness Is Tracked
                                                                                              Preparing an ROI Implementation
    Measurement In Your Business                    Overview of how to build a                Blueprint with team feedback
        Building your foundation for                customized analytic engine for
        effective measurement                       your business
        What needs to be measured in                Understanding corporate strategy
        your business?                              and corporate ROI targets                 Marketing ROI is Presented in
                                                    Understanding marketing strategy          Three Custom Learning Modules:
        How will it be measured?
                                                    and marketing ROI targets
        How will the results be utilized in                                                   Part  ‚ Understanding Marketing
        future planning?                            Selecting and implementing                    ROI & Marketing Performance
        Customizing your measures to                marketing activities                          Metrics (MPM)
        match your business needs                   Valuing the investments                   I   A practical overview of formulas for
                                                    Recovering development costs                  measuring your marketing
                                                                                                  performance.
                                                    Gathering results for comparative
                                                    ROI analysis
                                                                                              Part ƒ Creating Customized Marketing
Your Course Facilitator                                                                           ROI Measurements
                                                                                              I   Determining the right set of
Marcel Massie                                                                                     measurements for your operation.

G   Marcel is one of North America’s               ground-breaking marketing ROI              Part  „ Developing Your Marketing
    most experienced marketing and                 processes and improvements in                  Implementation Blueprint
    sales executives, with over 30                 market segmentation, customer              I   Develop an action plan for your
    years of senior marketing and sales            classification and sales strategies.            return to the office.
    leadership in consumer and
                                               G   In addition to becoming a leading
    business-to-business markets,
                                                   marketing instructor, Marcel
    including Procter and Gamble,
                                                   formed the Accuffective Marketing
    General Foods, International
    Playtex, Melitta and Polaroid.
    As Director of Marketing with E.B.
                                                   advisory group that establishes
                                                   Marketing Performance Metrics
                                                   and Marketing ROI business
                                                                                          “   The environment at Schulich is
                                                                                              highly conducive to learning.
G                                                                                             Your staff have been very helpful
    Eddy Forest Products and                       models for large and growing               throughout the proceedings.
    Weldwood of Canada in BC,
    Marcel implemented many
                                                   organizations throughout
                                                   North America.                                                               ”
                                                                                                                    M. Mohsin, CEO
                                                                                                        Mitchell’s Limited, Pakistan

    3 WAYS TO REGISTER:                       ONLINE                   FAX                    MAIL        SEE BACK


                       IN-COMPANY TRAINING: This program can be delivered on site. Please contact
                  SEEC Personnel at 416.360.8850 or visit www.seec.schulich.yorku.ca for more information.
                               R E G I S T R AT I O N F O R M


                                       Measuring Marketing ROI:
                                       Making Highly Profitable Marketing Decisions

                        3 WAYS TO REGISTER                                              Enjoy Our 100% Satisfaction Guarantee!

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                        COURSE TUITION & DETAILS                                                     COURSE LOCATION(S)
                        Program tuition: $1995.00 + applicable taxes. This includes instruc-          May Session: May 2 - 3, 2011
                        tion, all seminar materials, lunches, refreshments, but not hotel             November Session: November 14 - 15, 2011
                        accommodations. Special Team Savings: Save $150 each when                     (9:00 am - 4:30 pm each day)
                        two or more team members from the same organization register
Framed Certificate of    for this program at the same time.                                            The Miles S. Nadal Management Centre
Course Completion for                                                                                 222 Bay St., 5th Floor, Ernst & Young Tower
                        Please Note: Fees, dates, speakers and applicable taxes are subject to
All Programs                                                                                          Toronto, Ontario M5K 1K2
                        change. York’s liability is limited to reimbursement of paid tuition fees.
                        One free transfer is permitted, provided written notice is received at
                        least 14 days in advance of the seminar start date. Late transfer
                        requests, less than 14 days in advance of the start date, will incur a
                        $100 fee. Additional transfers are $200 each. Cancellations received in
                        writing at least 14 days in advance of the seminar start date will           OPTIONAL ACCOMMODATIONS
                        receive a full refund. Written cancellations received less than 14 days
                        prior to the seminar will be subject to a $500 administration fee. Non-       Please call The Fairmont Royal York Hotel at (416) 860-5001
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                        receive a certificate. HST# R119306736.
                        Call us at (416) 736-5079, or toll free 1-800-667-9380,
                        or email: execedinfo@schulich.yorku.ca

                                                                                                                                       YK 9239      A B C D E

				
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