Course series

Mallology Bundle C

This Bundle contains modules 7-9:
  • Shopping Mall Marketing
  • Placemaking & Brand Strategy
  • Smart Mall Technologies
Write your awesome label here.

CPD credits

Questions

Hours

Videos

Learning program contents

Topics Covered

Shopping Mall Marketing

Modern mall marketing has evolved from basic advertising and events into destination-led storytelling that creates a vibrant lifestyle hub with an adaptive visual identity. This module explores how to build a strategic marketing plan that directly drives and maximizes asset financial performance. Participants will analyse critical mall marketing metrics while learning to exploit the customer journey across diverse physical and digital touchpoints. Additionally, the curriculum covers retail categorization, distinguishing between innovative, traditional, and mature retail formats. Ultimately, managers will master the key elements of retail branding to position their properties competitively.

Placemaking and Brand Strategies

Placemaking is a multi-faceted, strategic approach to the planning, design, and management of vibrant public spaces. By capitalising on a mall's unique assets and community inspiration, this methodology transforms traditional, soulless shopping centres into multi-purpose lifestyle destinations where people want to gather rather than just buy. This module explores how strategic placemaking directly improves consumer vitality, health, and well-being to drive higher footfall, visit frequency, and retail spend. Participants will analyse the foundational "9 Cs of Placemaking," incorporating modern concepts like enter-tailing and retail-tainment. Finally, ten global case studies illustrate how world-class placemaking successfully maximises asset value.

Smart Mall Technologies

Smart malls have transitioned from experimental pilots to living ecosystems that integrate physical infrastructure with a digital brain. Utilizing AI, IoT, and high-speed 5G networks, these assets seamlessly bridge the gap between online convenience and physical sensory experiences. This module thoroughly evaluates the key components of smart technology, tracing the digital customer journey through global case studies. Participants will examine various funding models, navigate a modern tech risk framework, and analyse leading software platforms. Ultimately, the curriculum demonstrates how smart integration enhances the shopper experience, directly driving customer loyalty and increased spend per head.

Created by

Lance Stanbury

Mall Consultants, LTD.
Lance Stanbury is the Founder and CEO of Mall Consultants Ltd., an international consultancy specializing in retail property strategy, mall management, recruitment, and professional training. With extensive experience across the UK, Europe, the Middle East, and Asia, he has contributed to the successful launch and operation of numerous major retail destinations.

Our eClasses are the best choice for everyone

What is Mallology?

The only certified vocational training course in shopping mall management.

12 specialised subject modules covering leasing, commercialisation, valuation, sustainability, smart malls and much more. Each module takes 2 hours.

Accredited for CPD - scholars receive certificates of Continuous Professional Development which are recognised by global real estate employers and institutions.

Why study Mallology?

It introduces the industry to newcomers and upskills incumbents with the latest strategies, industry thinking, knowledge and case studies.
Benefit from studying modules written by qualified experts and surveyors with years of practical industry experience in retail property management.

The Principal Tutor is Lance Stanbury, an expert in shopping mall master-planning, development, set-up and launch, marketing and operations. Lance has been training mall managers for over a decade and lectures internationally on mall management. 

Who should study Mallology?

Leaders in retail property (developers, owners, surveyors, mall managers) seeking to widen their knowledge base and learn from worldwide innovations and creativity.

Service providers (architects, marketing agencies, hard and soft service contractors) wishing to enhance their support.

So, start becoming a Mallologist today!
Created with