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CHANNEL MANAGEMENT AND RETAILING

Overview

Nowadays, a distribution strategy is part of the DNA of many companies and a correct channel management is key for the success of your product.

Distribution plans need to be prepared for the long run, combining the following main areas: company profile, portfolio structure and price positioning, go-to-market policy, trade and retail marketing, e-commerce and global retail management.

In the last decade, there have been two main revolutions that have affected industries, increasing the importance of Distribution Channel Management guides you through: The IT revolution: considering developments in CRM, supply chain, planning tools, merchandise and reallocation systems, among others; and the retail focus: how a clear retail strategy can be a differentiation for companies and a strong weapon of competitiveness.

Learning Objectives

  • you will learn how to stay up-to-date on how companies are adding these aspects to their main strategic guidelines and making them key points in their managerial decision-making process.
  • We use interviews with industry experts and give real-life examples of how to ensure your business makes the most of this vital area of marketing.

Course Outline

  • Lesson 1: Distribution Channel Planning and Management: Why are They so Important?
  • Lesson 2: Distribution Channels and Their Evolving Landscape
  • Lesson 3: The Retail Strategy and Marketing Mix
  • Lesson 4: Retailing Without Frontiers: New Trends in Retailing

Fees

3200 Per Person 

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