Sharon Bell Marketing Inc.

- Building Marketing Mastery

Brand Leadership
The “brand” word gets tossed around a lot - and not always with accuracy or clarity about what it means. Marketers
and business leaders need to know how to grow a strong brand as the foundation of a successful business. This
interactive one day course will use examples and case studies, group discussion and exercises, as well as presentation of
material, to discuss what makes a strong brand and some important considerations when building a brand.

Course Content Includes:

- Introduction of a Brand Leadership model
- Discussion of key elements of branding - equity, value, health, loyalty, role of consumer insight, positioning, and
architecture (or how brands in a portfolio relate to each other)
- Discussion on building employees into brand advocates
- Discussion on integrating brand building into the overall marketing program, that is ensuring your brand efforts are
reflected in all marketing and communication activities
- Case Studies – what would you do as the CMO?

This course is designed for

- people in the marketing and communication profession interested in actively contributing to the development
of their organization’s brand

REGISTRATION, FEE INFORMATION AND QUESTIONS

Edmonton – Tuesday November 19 at MacEwan City Centre Campus
Calgary – Tuesday October 8 at SAIT

Online registration at http://www.acaweb.ca/en/courses

Questions – please contact Davina Wong at 1 800 565 0109 ext. 1007 or dwong@acaweb.ca

Building a Marketing Plan

More and more, marketers are under pressure to produce smarter, more effective marketing plans in less time and with
smaller budgets. This unique, interactive course offers the fundamentals of an effective marketing plan, with insight
from case studies and examples of market success.

Course Content Includes

• the strategic foundation – the role of a strong brand and the importance of consumer insight
• the introduction of a marketing plan template
• discussion of each section of the marketing plan template – what is involved, what it could look like, examples, advice
• the marketing mix – creative, traditional media, digital media, PR , sponsorship, consumer promotion, experiential
marketing, B to B – when and how to use effectively, examples, measurement
• case study

This course is designed for

- people in the marketing and communication profession

REGISTRATION, FEE INFORMATION AND QUESTIONS

Edmonton – Tuesday November 5 at MacEwan City Centre Campus
Calgary – Monday October 7 at SAIT
Online registration at http://www.acaweb.ca/en/courses
Questions – please contact Davina Wong at 1 800 565 0109 ext. 1007 or dwong@acaweb.ca
Marketing Communication Essentials
If you are new to marketing --- or are looking to produce more effective marketing communications, this one day course
is for you. This practical and interactive course will help marketing and communication professionals by enhancing
their understanding of the development of marketing communication pieces and what makes great creative work.
Case studies, examples, group discussion, small group and role play exercises as well as seasoned advice will equip
participants with the tools they need to generate better results from their internal and external creative and media
partners.

Course content includes

• Challenges facing marketers today
• How to develop consumer insights, incorporate brand equity and brand positioning, and write winning briefs
• How to assess the agency’s recommendations and give motivating feedback
• Media considerations
• Advice for generating more effective creative across a wide range of media options, online and offline
• Role play a case study – as client and agency

This course is designed for

- people new to the marketing and communication profession

REGISTRATION, FEE INFORMATION AND QUESTIONS

This course is not scheduled for Fall 2013, but available as a custom course.
Questions – please contact Davina Wong at 1 800 565 0109 ext. 1007 or dwong@acaweb.ca

Great Clients get the Best Work

Great creative gets its start with being a great client and having a great partner. Learn how clients become great and
how good relationships foster great creative. As a follow up to Marketing Communication Essentials, this practical and
interactive course is designed to enhance the more experienced marketers’ understanding of how to deliver effective
creative. Case studies, examples, group discussion, and small group exercises as well as seasoned advice will equip
participants with the tools they need.

Course content includes

• A refresher on the importance of a strong foundation (consumer insights, brand equity, brand position, writing the
brief, briefing the agency)
• How to offer the constructive feedback to get your project moving in the right direction
• A review of the roles of the agency and the client
• Best practices to managing the creative/design partner relationship – including setting expectations, performance
evaluation and compensation
• How to inspire your creative team to do their best work
• Case Studies

This course is designed for

- people in the marketing and communication profession – client or agency or media – with some experience in
creative development

REGISTRATION, FEE INFORMATION AND QUESTIONS

This course is not scheduled for Fall 2013 but available as a custom course.
Questions – please contact Davina Wong at 1 800 565 0109 ext. 1007 or dwong@acaweb.ca
Marketing – Your Competitive Advantage
Are you looking for a better grounding in marketing fundamentals or to refresh what you already know? Gain insight
about marketing fundamentals – and how they work in the real world – to contribute to market success. Learn about
building brands (both with employees and customers), the importance of customer insight, positioning your product or
service, finding the right marketing and communication mix, measurement and more. This one day course is highly
interactive – using case studies and examples, group discussion to reinforce information presented.

Course Content incudes:

• What is marketing?
• Customer insight
• Market intelligence
• Market positioning and developing a positioning statement
• Building a Brand
• The marketing communication mix – creative, media, digital, public relations, sponsorship, experiential, direct, retail,
business to business
• Measurement

This course is designed for

- people new to or outside of the marketing and communication profession

REGISTRATION, FEE INFORMATION AND QUESTIONS

Edmonton – Thursday October 10 at MacEwan City Centre Campus (course number PRDV-0857)

Register online at https://courses.macewan.ca/mee

(MacEwan School of Business Continuing Education)
Registration discount for Association members, please contact 780-497-5207 to request the discount coupon.

Digital Marketing
You need digital and social media to play an effective role in your marketing and communication plans. Most of us are
prepared to try some new ideas and tools, but would also like to learn from what others have tried to the extent there
are best practices in this new space. You need to know more than “what is a tweet”, but you don’t need to be “the
expert” ready for the speaking circuit. You recognize it is not about the technology but what we do with it. This highly
interactive session includes a combination of presentation of material, exercises, group discussion, case studies and
examples.

Course Content includes:

• Are the strategic fundamentals in place?
a. Integrated Campaigns
b. Branding in a Digital World
c. Examples
• Are the operational fundamentals in place?
d. Organizing for effective digital and social media use
e. Choosing and Optimizing Social Media Platforms
f. Writing for Digital Media
g. Monitoring, Measurement and Evaluation
• Examples and case studies, for learning that can be reapplied

This course is designed for

- people in the marketing and communication profession
 - individuals who understand the basics (like what is a tweet) but don’t need to be the expert
- individuals who want to think about digital and social media on a strategic level
- individuals who operationalize marketing and communications plans, that is take the plans to market

REGISTRATION, FEE INFORMATION AND QUESTIONS

Edmonton – Thursday November 28 at MacEwan City Centre Campus (course number PRDV 0634)

Register online at https://courses.macewan.ca/mee

(MacEwan School of Business Continuing Education)
Registration discount for Association members, please contact 780-497-5207 to request the discount coupon.

Build Your Marketing Plan

What does a great marketing plan look like? Gain insight into the strategic and tactical elements of an effective
marketing plan. And then apply this knowledge to a real world business situation, possibly in your own organization.
This highly interactive session includes a combination of presentation of material, exercises, group discussion, case
studies and examples. The first half of the session will review the key elements of a marketing plan, and in the second
half, participants will work on their own marketing plan. (Participants will choose to work on a plan from either their
own organization or a case assigned by the instructor).

Course Content includes:

• Introduction of a Marketing plan template
• Examples and advice for each section of the marketing plan template
• Case study
• Completion of a marketing plan
• Collaboration with others through the development of the plan

This course is designed for

- people in the marketing and communication profession

REGISTRATION, FEE INFORMATION AND QUESTIONS

Edmonton –Tuesday October 29 at MacEwan City Centre Campus (course number PRDV 0632)

Register online at https://courses.macewan.ca/mee

(MacEwan School of Business Continuing Education)
Registration discount for Association members, please contact 780-497-5207 to request the discount coupon.
ABOUT THE INSTRUCTOR
The instructor is Sharon Bell, with 20+ years as a marketing leader, in companies that include Procter & Gamble
(P&G) and ATB Financial (ATB), delivering financial, customer and employee engagement results. Sharon led a P&G
unique corporate marketing team, designed to protect marketing as a competitive advantage. Following that, Sharon
led a multifunctional, multilevel, cross border team to develop and implement a bold five year category strategy on
household paper. This strategy re-launched all of the household paper brands, to turn a money losing business into a
profit contributor. In 2002, Sharon joined ATB Financial as Vice President Marketing. Her primary focus was to upgrade
and expand marketing capability, which would directly contribute to business results. She led the work to introduce
ATB’s first provincial campaign to establish the ATB brand. Sharon is now an independent consultant, working with
organizations (of all sizes) to strengthen their competitive position in the market as well as to develop marketing people
through training and mentoring. Sharon is a sessional instructor in the School of Business at both the University of
Alberta and MacEwan University.

Digital Marketing Co-Instructor – Tema Frank

Tema has worked in marketing, communications and research for three decades. In 2001, she created one of the
world’s first marketing research firms to use statistically significant numbers of people to provide feedback on website
effectiveness (Web Mystery Shoppers Inc.) Using social media strategies before “social media” existed, she built an
online panel of 75, 000 people worldwide. Clients included the Royal Bank of Canada, ING Direct, the Government
of Alberta, Cruise Ship Centres and many others. In October 2012, Tema launched the Frank Online Marketing
Show (http://frankonlinemarketing.com/show), a weekly podcast devoted to profiling Canadian companies that are
succeeding online and teaching others how to do so. Tema also interviews guests of and blogs for the Market Research
Intelligence Association.

ABOUT THE ACA

Founded in 1914 and incorporated in 1917, the Association of Canadian Advertisers (ACA) is a national, not-for-profit
association exclusively dedicated to serving the interests of companies that market and advertise their products and
services in Canada. www.acaweb.ca

Brand Leadership, Building a Marketing Plan, Marketing Communication Essentials, Great Clients get the Best Work are
all part of the ACA’s Member Education program.