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