C7: Shopping Mall Marketing

THIS MODULE IS AVAILABLE ONLY IN BUNDLE C OR THE COMPLETE COURSE. "Content: No longer is mall marketing simply advertising and events based. It is destination-led storytelling, creating a lifestyle ecosystem, with an adaptive visual identify, This module takes us through the crafting of an effective mall marketing plan to align with business objectives using detailed catchment-area analysis, shopper profiles, customer experience touchpoints and identifying with retail trends to deliver a smart marketing strategy."

C8: Placemaking & Brand Strategies

THIS MODULE IS AVAILABLE ONLY IN BUNDLE C OR THE COMPLETE COURSE. Content: "Placemaking is a multi-faceted, strategic approach to the planning, design and management of public spaces (in our case - malls). Placemaking capitalizes on a mall’s assets, inspiration and potential, with the intention of creating a public space that improves vitality and promotes people's health, happiness, and well-being – all with the sole intention of increasing the number, frequency and spend of our customers. Mall placemaking is also a strategic process of transforming traditional "soulless box" shopping centres into vibrant, multi-purpose destinations where people want to "be" rather than just "buy". In this module we look at the fundamental elements that will feature in Placemaking Strategies, including enter-tailing and retail-tainment. We also look at ten case studies of the world's best placemaking malls and how they increase asset value."

C9: Smart Mall Technologies

THIS MODULE IS AVAILABLE ONLY IN BUNDLE C OR THE COMPLETE COURSE. Content: "Smart malls have transitioned from experimental pilots to "living ecosystems" that integrate the ‘phygital’ (physical infrastructure with a digital "brain”). They use AI, IoT, and high-speed 5G networks to bridge the gap between online convenience and physical sensory experiences. In this module we cover the components of what make a mall smart, assessing each technology in turn. We travel along the digital customer journey with regard to case studies of smart malls across the globe, and we examine funding models, and pay heed to the new tech risk framework. We look at some examples of smart mall software platforms and evaluate the overall shopper experience and effect smart malls can have on driving loyalty and increased spend per head."