The ACA to educate on marketing fundamentals

The association has tapped John Torella to lead a new program on the fundamentals of retail marketing and marketing communications.

The Association of Canadian Advertisers (ACA) is dropping some knowledge on Canadian retailers looking to stand out in today’s increasingly competitive marketplace. In 2011 it will offer a course on the Fundamentals of Retail Marketing & Marketing Communications.

To lead the two-day program, which will run Feb. 16 and 17 in Toronto, the ACA has brought retail industry expert John Torella, senior partner at Toronto-based J.C. Williams Group. The course will help address the need for differentiation from the competition by arguing for refreshing or reinventing the retail brand and will examine recent market trends and cases.

‘If you’re not unique, if you’re not special, then you’re a commodity, and if you’re a commodity you’re interchangeable,’ says Torella. ‘We’re going to be talking about the challenges of today: How has mobile technology impacted Christmas sales in 2010 and what will it be like in 2011? Is e-commerce going to have the same kind of growth here that we’re seeing around the world? How do you get consumer engagement? These are very timely issues and that’s what makes this course unique.’

Those interested in the program can get full details, including a video intro by Torella, and register at