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, Subtitles: Korean |
| Hardware Req | not required |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
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
- Video: Course Trailer
- Video: Course Introduction
- Video: The Importance of Distribution Channels
- Video: How to Design a Distribution Channel
- Video: Key Factors in Channel Management
- Video: Expert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH) 1
- Video: The Role of Distribution Channels in the Value Chain
- Video: Who are the Main Participants in Distribution Channels?
- 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
- Video: What are the Different Types of Channel Arrangements?
- Video: From Multi-Channel to Omni-Channel Distribution
- Video: Channel Conflict, Cooperation and Competition
- Video: The Nature of Trade Marketing
- Video: Organizational Structure: Supply and Demand Strategies
- Video: ECR & Category Management: Collaboration Initiatives
- Video: What is the Future of Trade Marketing?
- Video: Expert Interview: Maria Garcia, General Manager of Office Depot Iberia
- Reading: An Executive's Guide to the Internet of Things
- Reading: Three Rules for Buiding the Modern Retail Organization
- Reading: How Retailers can Improve Promotion Effectiveness
- 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
- Video: Current Trends in Retailing
- Video: What are the Different Types of Retailers?
- Video: Understanding and Growing with your Consumer
- Video: Retail Strategy and Sustainable Competitive Advantages
- Video: Omni-Channel Retailing
- Video: Expert Interview; Eduardo Zamacola, President of Acotex & CEO of Neck & Neck
- Video: Choosing the Right Product Assortment
- Video: Choosing an Appropriate Price Policy and Promotion Strategy
- Video: Choosing the Right Place for your Product to Shine
- Reading: The Consumer Sector 2030: Trends and Questions to Consider
- Reading: What Really Shapes the Customer Experience
- 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
- Video: Global Growth Opportunities: Where is Retail Heading?
- Video: Choosing the Right Country to Grow Your Business
- Video: What are the Different Types of Entry Strategies?
- Video: How to Implement a Successful Franchising Strategy
- Video: Expert Interview: Eduardo Zamacola, President of Acotex & CEO of Neck & Neck
- Peer Review: Peer Review: Franchising and McDonald's Franchising Model
- Video: The Emergence of Online Retail Channels
- Video: Busting M-Commerce Myths
- Video: What are the Future Trends in Online Retailing?
- Video: Expert Interview: Iñaki Arrola, General Manager of Coches.com
- Reading: Anatomy of a Digital Forerunner
- Reading: Busting Mobile-Shopping Myths
- Video: Trailer: Integrated Marketing Communications; Advertising, Public Relations, Digital Marketing & More
Graded: Module 4 / Final Assessment
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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.
Pricing
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| Access to course materials | Available |
| Access to graded materials | Available |
| Receive a final grade | Available |
| Earn a shareable Course Certificate | Available |
Ratings and Reviews
Execellent
A good Global perspective on Sales
Great course!
Thank you so much!
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nice!!