The Curriculum

DAY 1

Creating Alignment – When money, mission and marketing meet at center court.
Cedric Dempsey and Bob Corran

Dinner: Welcoming cook out; all attendees and guests are invited and encouraged to attend.

DAY 2

Forming a Strategic Marketing Plan: Building the Plan and Engaging your Team.
Lead faculty - Cedric Dempsey

Strategic Athletic Marketing Part I:

• Key internal and external factors to be considered in the development of marketing strategies and implementation plans
• Defining your target market(s) and their needs

Lunch time forum: “Brandalizing and Measuring ROI”

Strategic Athletic Marketing Part II:

• Key steps to marketing strategy and program development including the critical importance of positioning, branding and measurement
• Techniques for effectively allocating limited resources to improve the return on your marketing investment

DAY 3

Building the enterprise
Lead faculty - Cedric Dempsey

• Take-away tools for evaluating variables and tradeoffs so you can make savvy decisions in business transactions
• Recognize the interaction between strategic objectives and financial performance
• Learn how “What if” scenarios can help you anticipate and avoid pitfalls

Lunch time forum: “Mastering the Master Plan”

DAY 4

Forming a Strategic Vision: Building the Plan and Engaging your Team.
Lead faculty – Robert Corran, Ph.D.

• Identifying, educating and engaging and key stakeholders;
• Initiating change and building consensus;
• Managing the strategic planning process and people once the plan is in place.

Dinner: On site at the Courtyard by Marriot