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.
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Spécialisation Mise en œuvre d'un marketing mixIE Business SchoolÀ propos de ce cours
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Cours 3 sur 5 dans le
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Niveau débutant
Approx. 9 heures pour terminer
Anglais
Sous-titres : Anglais, Coréen
Compétences que vous acquerrez
Retail ManagementSupply ChainRetailingChannel Management
Résultats de carrière des étudiants
75%
ont commencé une nouvelle carrière après avoir terminé ce cours
50%
ont bénéficié d'un avantage concret dans leur carrières grâce à ce cours
Certificat partageable
Obtenez un Certificat lorsque vous terminez
100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Cours 3 sur 5 dans le
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Niveau débutant
Approx. 9 heures pour terminer
Anglais
Sous-titres : Anglais, Coréen
Offert par
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.
Programme du cours : ce que vous apprendrez dans ce cours
2 heures pour terminer
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.
2 heures pour terminer
8 vidéos (Total 46 min), 3 lectures, 1 quiz
8 vidéos
Course Introduction5 min
The Importance of Distribution Channels5 min
How to Design a Distribution Channel5 min
Key Factors in Channel Management3 min
Expert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH) 113 min
The Role of Distribution Channels in the Value Chain5 min
Who are the Main Participants in Distribution Channels?4 min
3 lectures
Role and Importance of Distribution Channels10 min
Distribution Channels20 min
Achieving Customer-Management Excellence in Emerging Markets6 min
1 exercice pour s'entraîner
Module 1: Graded Assessment14 min
2 heures pour terminer
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.
2 heures pour terminer
8 vidéos (Total 47 min), 5 lectures, 1 quiz
8 vidéos
From Multi-Channel to Omni-Channel Distribution7 min
Channel Conflict, Cooperation and Competition5 min
The Nature of Trade Marketing6 min
Organizational Structure: Supply and Demand Strategies3 min
ECR & Category Management: Collaboration Initiatives6 min
What is the Future of Trade Marketing?3 min
Expert Interview: Maria Garcia, General Manager of Office Depot Iberia8 min
5 lectures
What’s the Difference between Omnichannel and Multichannel Customer Care, and Why Does It Matter?20 min
An Executive's Guide to the Internet of Things11 min
Three Rules for Buiding the Modern Retail Organization15 min
How Retailers can Improve Promotion Effectiveness3 min
Why ¨Crash Diets¨ Don't Work10 min
1 exercice pour s'entraîner
Module 2 Graded Assesment18 min
2 heures pour terminer
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.
2 heures pour terminer
9 vidéos (Total 66 min), 4 lectures, 1 quiz
9 vidéos
What are the Different Types of Retailers?8 min
Understanding and Growing with your Consumer5 min
Retail Strategy and Sustainable Competitive Advantages6 min
Omni-Channel Retailing8 min
Expert Interview; Eduardo Zamacola, President of Acotex & CEO of Neck & Neck6 min
Choosing the Right Product Assortment7 min
Choosing an Appropriate Price Policy and Promotion Strategy6 min
Choosing the Right Place for your Product to Shine7 min
4 lectures
Four current and future trends in retail10 min
The Consumer Sector 2030: Trends and Questions to Consider13 min
What Really Shapes the Customer Experience2 min
Making Stores Matter in a Multichannel World11 min
1 exercice pour s'entraîner
Module 3 Graded Assessment14 min
4 heures pour terminer
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.
4 heures pour terminer
10 vidéos (Total 50 min), 3 lectures, 2 quiz
10 vidéos
Choosing the Right Country to Grow Your Business3 min
What are the Different Types of Entry Strategies?4 min
How to Implement a Successful Franchising Strategy3 min
Expert Interview: Eduardo Zamacola, President of Acotex & CEO of Neck & Neck6 min
The Emergence of Online Retail Channels6 min
Busting M-Commerce Myths7 min
What are the Future Trends in Online Retailing?4 min
Expert Interview: Iñaki Arrola, General Manager of Coches.com6 min
Trailer: Integrated Marketing Communications; Advertising, Public Relations, Digital Marketing & More40s
3 lectures
The Top 10 Technology Trends In Retail: How Tech Will Transform Shopping In 202010 min
Anatomy of a Digital Forerunner9 min
Busting Mobile-Shopping Myths5 min
1 exercice pour s'entraîner
Module 4 / Final Assessment24 min
Avis
Meilleurs avis pour CHANNEL MANAGEMENT AND RETAILING
par RM9 mai 2020
It was a nice revision of the concepts as I too teach Retail Management to MBA students. Great Efforts taken to compile the information at one place with good videos and reading material.
par AC16 mars 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!
par VS8 nov. 2016
I came across many new concepts and the articles shared were useful. However, It was not very challenging like Pricing Strategy - which is understandable. Nice course
par JG24 mars 2019
2015 course and it is 2019... but still it has good content! maybe I would suggest to update and forecast more innovations that will happen in the foreseeable future.
À propos du Spécialisation Mise en œuvre d'un marketing mix
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.
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Lorsque vous vous inscrivez au cours, vous bénéficiez d'un accès à tous les cours de la Spécialisation, et vous obtenez un Certificat lorsque vous avez réussi. Votre Certificat électronique est alors ajouté à votre page Accomplissements. À partir de cette page, vous pouvez imprimer votre Certificat ou l'ajouter à votre profil LinkedIn. Si vous souhaitez seulement lire et visualiser le contenu du cours, vous pouvez accéder gratuitement au cours en tant qu'auditeur libre.
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