Channel Management and Retailing
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.
Monthly Subscription Starting at AED 99 + VAT
- Level Foundation
- Duration 9 hours
- Course by IE Business School
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Offered by
About
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. - 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. The main goal of this course is that you understand how channel management and retailing can improve performance in your business. 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.Modules
The Significance of Distribution Channels
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3
Videos
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1
Readings
3
Videos
- Course Trailer
- Course Introduction
- The Importance of Distribution Channels
1
Readings
- Role and Importance of Distribution Channels
The Design and Implementation of Distribution Channels
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5
Videos
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2
Readings
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1
Assignment
1
Assignment
- Module 1: Graded Assessment
5
Videos
- How to Design a Distribution Channel
- Key Factors in Channel Management
- Expert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH) 1
- The Role of Distribution Channels in the Value Chain
- Who are the Main Participants in Distribution Channels?
2
Readings
- Distribution Channels
- Achieving Customer-Management Excellence in Emerging Markets
From Simple to Complex Distribution Channels
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3
Videos
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1
Readings
3
Videos
- What are the Different Types of Channel Arrangements?
- From Multi-Channel to Omni-Channel Distribution
- Channel Conflict, Cooperation and Competition
1
Readings
- What’s the Difference between Omnichannel and Multichannel Customer Care, and Why Does It Matter?
Trade Marketing: The Growing Importance of Channels as Partners
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5
Videos
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5
Readings
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1
Assignment
1
Assignment
- Module 2 Graded Assesment
5
Videos
- The Nature of Trade Marketing
- Organizational Structure: Supply and Demand Strategies
- ECR & Category Management: Collaboration Initiatives
- What is the Future of Trade Marketing?
- Expert Interview: Maria Garcia, General Manager of Office Depot Iberia
5
Readings
- Advantages of Internet of Things: 10 Benefits You Should Know
- Three Rules for Buiding the Modern Retail Organization
- Why "Crash Diets" Don't Work
- How Retailers can Improve Promotion Effectiveness
- Smarter Retailer Promotions for a Saturated Market
Retailers and Retail Strategies
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6
Videos
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2
Readings
6
Videos
- Current Trends in Retailing
- What are the Different Types of Retailers?
- Understanding and Growing with your Consumer
- Retail Strategy and Sustainable Competitive Advantages
- Omni-Channel Retailing
- Expert Interview; Eduardo Zamacola, President of Acotex & CEO of Neck & Neck
2
Readings
- Retail Trends 2024: Creating opportunity in a year of uncertainty
- Top Customer Experience Trends In 2024
The Retail Marketing Mix
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3
Videos
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3
Readings
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1
Assignment
1
Assignment
- Module 3 Graded Assessment
3
Videos
- Choosing the Right Product Assortment
- Choosing an Appropriate Price Policy and Promotion Strategy
- Choosing the Right Place for your Product to Shine
3
Readings
- Blending the Online and Physical Store: Innovation Means Personalization
- The Consumer Sector 2030: Trends and Questions to Consider
- 2023 Global Consumer Insights: Consumers seek frictionless experiences in a world of disruptions
Retailing Gone Global
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4
Videos
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1
Readings
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1
PeerReview
1
Peer Review
- Peer Review: Franchising and McDonald's Franchising Model
4
Videos
- Global Growth Opportunities: Where is Retail Heading?
- What are the Different Types of Entry Strategies?
- How to Implement a Successful Franchising Strategy
- Expert Interview: Eduardo Zamacola, President of Acotex & CEO of Neck & Neck
1
Readings
- Choosing the Right Country to Grow Your Business
The Future of Online Retailing
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7
Videos
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4
Readings
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1
Assignment
1
Assignment
- Module 4 / Final Assessment
7
Videos
- The Emergence of Online Retail Channels
- Strategies for Traditional Retail in E-commerce Expansion
- Digital Myths
- What are the Future Trends in Online Retailing?
- AI in Retail: Beyond Buzzwords to Business Transformation
- Expert Interview: Iñaki Arrola, General Manager of Coches.com
- Trailer: Integrated Marketing Communications; Advertising, Public Relations, Digital Marketing & More
4
Readings
- E-Commerce for Retail: Pivoting and Investing in an Online Platform
- Top 10 Digital Myths You Should Stop Believing in 2023
- TOP 10 Retail Tech Trends to Watch for in 2023
- Anatomy of a Digital Forerunner
Auto Summary
"Channel Management and Retailing" is a foundational Business & Management course led by Professor Maria Teresa Aranzabal on Coursera. It delves into the critical role of distribution strategies and channel management in business success. Covering IT innovations like CRM and supply chain tools, as well as effective retail strategies, the course uses expert interviews and real-life examples to enhance learning. Ideal for professionals looking to optimize their distribution channels, it offers flexible subscription options with a 540-minute duration.
Maria Teresa Aranzabal