Este curso faz parte do Programa de cursos integrados Marketing Mix Implementation
Channel Management and Retailing
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Informações sobre o curso
4.3
299 classificações
Understand how channel management and retailing can improve performance in your business. 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 Profesor Maria Teresa Aranzabal guides you through: The IT revolution: considering developments in CRM, supply chain, planning tools, merchandise and reallocation systems, amongst others; and the retail focus: how a clear retail strategy can be a differentiator for companies and a strong weapon of competitiveness.
In this course 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.
Habilidades que você terá
Retail ManagementSupply ChainRetailingChannel Management
Programa - O que você aprenderá com este curso
Week
1Distribution Channel Planning and Management: Why are They so Important?
At the end of this module you will know the steps to designing and managing a distribution channel. You will also be able to identify the most important players in distribution channels and their roles.
8 vídeos (Total de 46 min), 1 leitura, 1 teste
8 videos
Course Introduction5min
The Importance of Distribution Channels5min
How to Design a Distribution Channel5min
Key Factors in Channel Management3min
Expert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH) 113min
The Role of Distribution Channels in the Value Chain5min
Who are the Main Participants in Distribution Channels?4min
1 leituras
Achieving Customer-Management Excellence in Emerging Markets6min
1 exercício prático
Module 1: Graded Assessment14min
Week
2Distribution Channels and Their Evolving Landscape
At the end of this module you will be able to distinguish the various types of distribution channels and conflicts that arise among them, as well as ways to combat these conflicts. You will also understand the current nature, structure, key players, and future of trade marketing.
8 vídeos (Total de 47 min), 4 leituras, 1 teste
8 videos
From Multi-Channel to Omni-Channel Distribution7min
Channel Conflict, Cooperation and Competition5min
The Nature of Trade Marketing6min
Organizational Structure: Supply and Demand Strategies3min
ECR & Category Management: Collaboration Initiatives6min
What is the Future of Trade Marketing?3min
Expert Interview: Maria Garcia, General Manager of Office Depot Iberia8min
4 leituras
An Executive's Guide to the Internet of Things11min
Three Rules for Buiding the Modern Retail Organization15min
How Retailers can Improve Promotion Effectiveness3min
Why ¨Crash Diets¨ Don't Work10min
1 exercício prático
Module 2 Graded Assesment18min
Week
3The Retail Strategy and Marketing Mix
At the end of this module you will be able to identify types of retailers, retailing strategies and how these retailers maintain competetive advantages over their competition. You will also be able to see the role the 4 P's of marketing play in these retail strategies.
9 vídeos (Total de 66 min), 3 leituras, 1 teste
9 videos
What are the Different Types of Retailers?8min
Understanding and Growing with your Consumer5min
Retail Strategy and Sustainable Competitive Advantages6min
Omni-Channel Retailing8min
Expert Interview; Eduardo Zamacola, President of Acotex & CEO of Neck & Neck6min
Choosing the Right Product Assortment7min
Choosing an Appropriate Price Policy and Promotion Strategy6min
Choosing the Right Place for your Product to Shine7min
3 leituras
The Consumer Sector 2030: Trends and Questions to Consider13min
What Really Shapes the Customer Experience2min
Making Stores Matter in a Multichannel World11min
1 exercício prático
Module 3 Graded Assessment14min
Week
4Retailing Without Frontiers: New Trends in Retailing
At the end of this module you will be able to identify various growth opportunities for retailers and determine which entry strategies are best for various circumstances. You will also know the importance of a strategic online presence for retailers and future trends in retailing.
10 vídeos (Total de 50 min), 2 leituras, 2 testes
10 videos
Choosing the Right Country to Grow Your Business3min
What are the Different Types of Entry Strategies?4min
How to Implement a Successful Franchising Strategy3min
Expert Interview: Eduardo Zamacola, President of Acotex & CEO of Neck & Neck6min
The Emergence of Online Retail Channels6min
Busting M-Commerce Myths7min
What are the Future Trends in Online Retailing?4min
Expert Interview: Iñaki Arrola, General Manager of Coches.com6min
Trailer: Integrated Marketing Communications; Advertising, Public Relations, Digital Marketing & Moremin
2 leituras
Anatomy of a Digital Forerunner9min
Busting Mobile-Shopping Myths5min
1 exercício prático
Module 4 / Final Assessment24min
4.3
Melhores avaliações
por AC•Mar 17th 2017
Lots of theories and case studies. Knowledge gained was really worth the time/effort. Professor could explain the topics clearly and the content were well arranged. Recommend it!
por AA•Aug 25th 2018
Great content. Best teacher of this specialization\n\nRelevant and timed questions with interactive key sessions
Instrutores
Maria Teresa Aranzabal
ProfessorMarketing
Sobre IE Business School
IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being.
Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide.
Sobre o Programa de cursos integrados Marketing Mix Implementation
In this Specialization we will delve into the marketing mix and the skill-set needed to implement successful marketing strategies. Join us and explore the four key concepts of the marketing mix model, also known as the 4Ps: Product (Brand and Product Management), Pricing, Place (Distribution Channel Strategy and Retail) and Promotion (Communication Strategies, PR and Advertising). This course primarily focuses on implementation so you can immediately apply the lessons learned to your work or to a business idea that you are thinking of taking to market. After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization by running a real product through the marketing mix.
Perguntas Frequentes – FAQ
When will I have access to the lectures and assignments?
Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
What is the refund policy?
Is financial aid available?
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