Branding and the Marketing Plan

Retailing as such, and shopping malls in particular, are undergoing massive changes. This concerns the tenant mix, the consumer footfall, and the reasons why people visit shopping malls and the individual tenants. Branding comes in many concepts, and we will explore these in an attempt to identify perspectives, that could be useful for every participant in this module. Once this has been decided, it’s possible to begin the work with the marketing plan, developing it’s internal and external perspectives. This will, of course, also analyze how social media can be part of this. So; although the title of this module is marketing based, it’s not just a course for marketing managers, but for all involved in shopping center management. These are some highlights of this module. Sign up for this single course or a full Diploma program at NCSC Business Program read more.

Module 4 – Branding and the Marketing Plan
 Copenhagen Business School, CBS, Copenhagen, Denmark.
When: September 27-29

Download course description here

• The marketing plan – a framework
• Branding and the shopping mall
• The 7 perspectives on branding
• Zooming in on living the brand
• The brand in a service profit chain perspective
• Social media driving the shopping mall brand
• Visiting two shopping malls and discussing their brand
• Trends in marketing of shopping malls
• The brand in a customer journey perspective
• Analysing and developing brand touchpoints

Who can attend?
Everyone who has an interest in the shopping center industry. I.e. Asset Managers, Leasing Managers, Marketing Managers, Project Managers.

Language: English


Single modules/course:
Price members: 25 000 SEK /course
Price non members:
 30 000 SEK /course

The registration is binding, but may be transferred to another person. VAT will be added to the prices above. Literature, study visit, 3 lunches + 1 dinner are included in the price of each module. Costs for travels, room and board are additional. There is a limited number of students, first come first served.

Go to the registration here.


If you have any questions, please contact us at

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