Exec Cert Presentation

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Executive Certificate inExecutive Certificate inRetail Marketing & ServiceRetail Marketing & Service

Course Introduction

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Centre for Enterprise Development and Research

A multi-campus research centre based at Southern Cross University, the Centrefor Enterprise Development and Research (CEDAR) has developed an exciting 4topic Executive Certificate program specifically designed for retailers in the diveand water sports industry.

CEDAR aims to enhance the understanding of enterprises in contemporarymarkets, by conducting business and community training programs, and throughthe supervision of research candidates. For more info, check outwww.cedar.net.au

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Program Convenor

Dr. Carmen CoxSenior LecturerGraduate College of ManagementSouthern Cross UniversityPO Box 42Tweed Heads NSW 2485

e [email protected]

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Services Marketing and Management

• The Executive Certificate contains four topics

� Customer Behaviour, Satisfaction and Service Quality

� Target Marketing and Positioning

� Developing a Service Product Strategy

� Business planning: why and how

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This Program Will Help YouCHANGE YOUR FOCUS

Operational issues70% of your timeIncludes all the day to day ‘firefighting’ activities that we areinvolved in (this is where youcurrently spend most of yourtime)

Strategic issues5% of your timeIncludes developing andbuilding a vision for yourfirm and asking the hardquestions about what youare doing and why (this iswhere you need to bespending most of yourtime)

Tactical issues25% of your timeIncludes pursuing a particularclient, building a new product,working on new ways to engageclients etc. etc.

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Understanding how customers think

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Understanding customer satisfaction

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Understanding profit drivers

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Understanding client relationships

Prospect

Customer

Client

Advocate

Evangelist

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Relationship marketing Relationship management

Stages (time)

Attract>Establish>Create>Develop>Maintain>Enhance>Retain

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Learning Materials

• Study guide

� Four topics delivered with a series of readings andactivities that require that you apply the material to yourbusiness

• On-line tutorials

� Available on-line as either an interactive session or theycan be reviewed online any time (both utilising ElluminateLive!)

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Delivery and Pricing

• Course books sent to participants with an 8 week window forcompletion – 2 weeks per topic

• On-line seminars would run in weeks 2, 4, 6 and 8

• Pricing: $500.00* per company (allowing up to 4owners/employees to do the program and receive thecertificate)

*Mares are contributing $250 to each store for training, so you only pay $500.

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Sample Certificate