1. Executive Certificate in
Retail Marketing & Service
Course Introduction
www.cedar.net.au

2. Centre for Enterprise Development and Research
A multi-campus research centre based at Southern Cross University, the Centre
for Enterprise Development and Research (CEDAR) has developed an exciting 4
topic Executive Certificate program specifically designed for retailers in the dive
and water sports industry.
CEDAR aims to enhance the understanding of enterprises in contemporary
markets, by conducting business and community training programs, and through
the supervision of research candidates. For more info, check out
www.cedar.net.au
www.cedar.net.au

3. Centre for Enterprise Development and Research
Program Convenor
Dr. Carmen Cox
Senior Lecturer
Graduate College of Management
Southern Cross University
PO Box 42
Tweed Heads NSW 2485
e carmen.cox@scu.edu.au
www.cedar.net.au

4. Centre for Enterprise Development and Research
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
www.cedar.net.au

5. Centre for Enterprise Development and Research
This Program Will Help You
CHANGE YOUR FOCUS
Strategic issues
5% of your time
Includes developing and
building a vision for your
firm and asking the hard
Tactical issues questions about what you
are doing and why (this is
25% of your time
where you need to be
Includes pursuing a particular
spending most of your
client, building a new product,
time)
working on new ways to engage
clients etc. etc.
Operational issues
70% of your time
Includes all the day to day ‘fire
fighting’ activities that we are
involved in (this is where you
currently spend most of your
time)
www.cedar.net.au

6. Centre for Enterprise Development and Research
Understanding how customers think
www.cedar.net.au

7. Centre for Enterprise Development and Research
Understanding customer satisfaction
www.cedar.net.au

8. Centre for Enterprise Development and Research
Understanding profit drivers
www.cedar.net.au

9. Centre for Enterprise Development and Research
Understanding client relationships
Relationship marketing Relationship management
Evangelist
Relationship
commitment
Customer ladder
Advocate
Client
Customer
Attract>Establish>Create>Develop>Maintain>Enhance>Retain Prospect
Stages (time)
www.cedar.net.au

10. Centre for Enterprise Development and Research
Learning Materials
• Study guide
Four topics delivered with a series of readings and
activities that require that you apply the material to your
business
• On-line tutorials
Available on-line as either an interactive session or they
can be reviewed online any time (both utilising Elluminate
Live!)
www.cedar.net.au

11. Centre for Enterprise Development and Research
Delivery and Pricing
• Course books sent to participants with an 8 week window for
completion – 2 weeks per topic
• On-line seminars would run in weeks 2, 4, 6 and 8
• Pricing: $500.00* per company (allowing up to 4
owners/employees to do the program and receive the
certificate)
*Mares are contributing $250 to each store for training, so you only pay $500.
www.cedar.net.au

12. Centre for Enterprise Development and Research
Sample Certificate
www.cedar.net.au