Channel Management and Retailing

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Opleiderscore: starstarstarstar_borderstar_border 6,3 Coursera (CC) heeft een gemiddelde beoordeling van 6,3 (uit 4 ervaringen)

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Beschrijving

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About this course: 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…

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When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

About this course: 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.

Created by:  IE Business School
  • Taught by:  Maria Teresa Aranzabal, Professor

    Marketing
Basic Info Course 3 of 5 in the Marketing Mix Implementation Specialization Level Beginner Commitment 4 weeks of study, 2-4 hours/week Language English Hardware Req not required How To Pass Pass all graded assignments to complete the course. User Ratings 4.2 stars Average User Rating 4.2See what learners said Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

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Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.

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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.

Syllabus


WEEK 1


Distribution 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 videos, 1 reading expand


  1. Video: Course Trailer
  2. Video: Course Introduction
  3. Video: The Importance of Distribution Channels
  4. Video: How to Design a Distribution Channel
  5. Video: Key Factors in Channel Management
  6. Video: Expert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH) 1
  7. Video: The Role of Distribution Channels in the Value Chain
  8. Video: Who are the Main Participants in Distribution Channels?
  9. Reading: Achieving Customer-Management Excellence in Emerging Markets

Graded: Module 1: Graded Assessment

WEEK 2


Distribution 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 videos, 4 readings expand


  1. Video: What are the Different Types of Channel Arrangements?
  2. Video: From Multi-Channel to Omni-Channel Distribution
  3. Video: Channel Conflict, Cooperation and Competition
  4. Video: The Nature of Trade Marketing
  5. Video: Organizational Structure: Supply and Demand Strategies
  6. Video: ECR & Category Management: Collaboration Initiatives
  7. Video: What is the Future of Trade Marketing?
  8. Video: Expert Interview: Maria Garcia, General Manager of Office Depot Iberia
  9. Reading: An Executive's Guide to the Internet of Things
  10. Reading: Three Rules for Buiding the Modern Retail Organization
  11. Reading: How Retailers can Improve Promotion Effectiveness
  12. Reading: Why ¨Crash Diets¨ Don't Work

Graded: Module 2 Graded Assesment

WEEK 3


The 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 videos, 3 readings expand


  1. Video: Current Trends in Retailing
  2. Video: What are the Different Types of Retailers?
  3. Video: Understanding and Growing with your Consumer
  4. Video: Retail Strategy and Sustainable Competitive Advantages
  5. Video: Omni-Channel Retailing
  6. Video: Expert Interview; Eduardo Zamacola, President of Acotex & CEO of Neck & Neck
  7. Video: Choosing the Right Product Assortment
  8. Video: Choosing an Appropriate Price Policy and Promotion Strategy
  9. Video: Choosing the Right Place for your Product to Shine
  10. Reading: The Consumer Sector 2030: Trends and Questions to Consider
  11. Reading: What Really Shapes the Customer Experience
  12. Reading: Making Stores Matter in a Multichannel World

Graded: Module 3 Graded Assessment

WEEK 4


Retailing 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 videos, 2 readings expand


  1. Video: Global Growth Opportunities: Where is Retail Heading?
  2. Video: Choosing the Right Country to Grow Your Business
  3. Video: What are the Different Types of Entry Strategies?
  4. Video: How to Implement a Successful Franchising Strategy
  5. Video: Expert Interview: Eduardo Zamacola, President of Acotex & CEO of Neck & Neck
  6. Peer Review: Peer Review: Franchising and McDonald's Franchising Model
  7. Video: The Emergence of Online Retail Channels
  8. Video: Busting M-Commerce Myths
  9. Video: What are the Future Trends in Online Retailing?
  10. Video: Expert Interview: Iñaki Arrola, General Manager of Coches.com
  11. Reading: Anatomy of a Digital Forerunner
  12. Reading: Busting Mobile-Shopping Myths
  13. Video: Trailer: Integrated Marketing Communications; Advertising, Public Relations, Digital Marketing &

Graded: Module 4 / Final Assessment

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