This course is part of the Marketing Mix Implementation Specialization

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1,050 ratings

Maria Teresa Aranzabal

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Offered By

Marketing Mix Implementation SpecializationIE Business School

About this Course

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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.

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Earn a Certificate upon completion

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Coursera Labs

Includes hands on learning projects.

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Course 3 of 5 in the

Marketing Mix Implementation Specialization

Beginner Level

Approx. 9 hours to complete

English

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Skills you will gain

Retail Management
Supply Chain
Retailing
Channel Management

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Course 3 of 5 in the

Marketing Mix Implementation Specialization

Beginner Level

Approx. 9 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.53/5 (152 Ratings)

Maria Teresa Aranzabal

Offered by

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.

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Syllabus - What you will learn from this course

Content Rating94%(2,410 ratings)

Week1

Week 1

2 hours to complete

Distribution Channel Planning and Management: Why are They so Important?

2 hours to complete

8 videos (Total 46 min), 3 readings, 1 quiz

8 videos

Course Trailer50sCourse Introduction5mThe Importance of Distribution Channels5mHow to Design a Distribution Channel5mKey Factors in Channel Management3mExpert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH) 113mThe Role of Distribution Channels in the Value Chain5mWho are the Main Participants in Distribution Channels?4m

3 readings

Role and Importance of Distribution Channels10mDistribution Channels20mAchieving Customer-Management Excellence in Emerging Markets6m

1 practice exercise

Module 1: Graded Assessment30m

Week2

Week 2

2 hours to complete

Distribution Channels and Their Evolving Landscape

2 hours to complete

8 videos (Total 47 min), 5 readings, 1 quiz

8 videos

What are the Different Types of Channel Arrangements?5mFrom Multi-Channel to Omni-Channel Distribution7mChannel Conflict, Cooperation and Competition5mThe Nature of Trade Marketing6mOrganizational Structure: Supply and Demand Strategies3mECR & Category Management: Collaboration Initiatives6mWhat is the Future of Trade Marketing?3mExpert Interview: Maria Garcia, General Manager of Office Depot Iberia8m

5 readings

What’s the Difference between Omnichannel and Multichannel Customer Care, and Why Does It Matter?20mAn Executive's Guide to the Internet of Things11mThree Rules for Buiding the Modern Retail Organization15mHow Retailers can Improve Promotion Effectiveness3mWhy ¨Crash Diets¨ Don't Work10m

1 practice exercise

Module 2 Graded Assesment30m

Week3

Week 3

2 hours to complete

The Retail Strategy and Marketing Mix

2 hours to complete

9 videos (Total 66 min), 4 readings, 1 quiz

9 videos

Current Trends in Retailing9mWhat are the Different Types of Retailers?8mUnderstanding and Growing with your Consumer5mRetail Strategy and Sustainable Competitive Advantages6mOmni-Channel Retailing8mExpert Interview; Eduardo Zamacola, President of Acotex & CEO of Neck & Neck6mChoosing the Right Product Assortment7mChoosing an Appropriate Price Policy and Promotion Strategy6mChoosing the Right Place for your Product to Shine7m

4 readings

Four current and future trends in retail10mThe Consumer Sector 2030: Trends and Questions to Consider13mWhat Really Shapes the Customer Experience2mMaking Stores Matter in a Multichannel World11m

1 practice exercise

Module 3 Graded Assessment30m

Week4

Week 4

3 hours to complete

Retailing Without Frontiers: New Trends in Retailing

3 hours to complete

10 videos (Total 50 min), 3 readings, 2 quizzes

10 videos

Global Growth Opportunities: Where is Retail Heading?7mChoosing the Right Country to Grow Your Business3mWhat are the Different Types of Entry Strategies?4mHow to Implement a Successful Franchising Strategy3mExpert Interview: Eduardo Zamacola, President of Acotex & CEO of Neck & Neck6mThe Emergence of Online Retail Channels6mBusting M-Commerce Myths7mWhat are the Future Trends in Online Retailing?4mExpert Interview: Iñaki Arrola, General Manager of Coches.com6mTrailer: Integrated Marketing Communications; Advertising, Public Relations, Digital Marketing & More40s

3 readings

The Top 10 Technology Trends In Retail: How Tech Will Transform Shopping In 202010mAnatomy of a Digital Forerunner9mBusting Mobile-Shopping Myths5m

1 practice exercise

Module 4 / Final Assessment30m

Reviews

4.5

197 reviews

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TOP REVIEWS FROM CHANNEL MANAGEMENT AND RETAILING

by VHJun 10, 2019

It was a great course. I really learned quite a lot and understood things pretty easily. I'd recommend this course no doubt.

by RSJun 18, 2020

an apt articulated piece.very structured and real time examples are very good.geat reads too.

curated time very comfortable.actually enjoyed doing it.

by MDJun 2, 2021

Great work ie Business school. the course content was above my expectations. Thank You Maria Teresa Aranzabal, Marketing Professor for the classes

by DAJul 8, 2017

Enter the exciting and complicated world of Retail Management. the course material and instructors are good.

View all reviews

About the Marketing Mix Implementation Specialization

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.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
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.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

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Channel Management and Retailing

About this Course

Skills you will gain