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.
Этот курс входит в специализацию ''Специализация Внедрение комплекса маркетинга'
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Специализация Внедрение комплекса маркетингаМеждународная бизнес-школа IEОб этом курсе
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Карьерные результаты учащихся
60%
начал новую карьеру, пройдя эти курсы
43%
получил значимые преимущества в карьере благодаря этому курсу
Сертификат, ссылками на который можно делиться с другими людьми
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100% онлайн
Начните сейчас и учитесь по собственному графику.
Курс 3 из 5 в программе
Гибкие сроки
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Начальный уровень
Прибл. 9 часов на выполнение
Английский
Субтитры: Арабский, Французский, Португальский (Европа), Китайский (упрощенное письмо), Итальянский, Вьетнамский, Корейский, Немецкий, Русский, Турецкий, Английский, Испанский
Приобретаемые навыки
Retail ManagementSupply ChainRetailingChannel Management
Карьерные результаты учащихся
60%
начал новую карьеру, пройдя эти курсы
43%
получил значимые преимущества в карьере благодаря этому курсу
Сертификат, ссылками на который можно делиться с другими людьми
Получите сертификат по завершении
100% онлайн
Начните сейчас и учитесь по собственному графику.
Курс 3 из 5 в программе
Гибкие сроки
Назначьте сроки сдачи в соответствии со своим графиком.
Начальный уровень
Прибл. 9 часов на выполнение
Английский
Субтитры: Арабский, Французский, Португальский (Европа), Китайский (упрощенное письмо), Итальянский, Вьетнамский, Корейский, Немецкий, Русский, Турецкий, Английский, Испанский
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Международная бизнес-школа IE
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.
Программа курса: что вы изучите
2 ч. на завершение
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 ч. на завершение
8 видео ((всего 46 мин.)), 3 материалов для самостоятельного изучения, 1 тест
8 видео
Course Introduction5мин
The Importance of Distribution Channels5мин
How to Design a Distribution Channel5мин
Key Factors in Channel Management3мин
Expert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH) 113мин
The Role of Distribution Channels in the Value Chain5мин
Who are the Main Participants in Distribution Channels?4мин
3 материала для самостоятельного изучения
Role and Importance of Distribution Channels10мин
Distribution Channels20мин
Achieving Customer-Management Excellence in Emerging Markets6мин
1 практическое упражнение
Module 1: Graded Assessment30мин
2 ч. на завершение
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 ч. на завершение
8 видео ((всего 47 мин.)), 5 материалов для самостоятельного изучения, 1 тест
8 видео
From Multi-Channel to Omni-Channel Distribution7мин
Channel Conflict, Cooperation and Competition5мин
The Nature of Trade Marketing6мин
Organizational Structure: Supply and Demand Strategies3мин
ECR & Category Management: Collaboration Initiatives6мин
What is the Future of Trade Marketing?3мин
Expert Interview: Maria Garcia, General Manager of Office Depot Iberia8мин
5 материалов для самостоятельного изучения
What’s the Difference between Omnichannel and Multichannel Customer Care, and Why Does It Matter?20мин
An Executive's Guide to the Internet of Things11мин
Three Rules for Buiding the Modern Retail Organization15мин
How Retailers can Improve Promotion Effectiveness3мин
Why ¨Crash Diets¨ Don't Work10мин
1 практическое упражнение
Module 2 Graded Assesment30мин
2 ч. на завершение
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 ч. на завершение
9 видео ((всего 66 мин.)), 4 материалов для самостоятельного изучения, 1 тест
9 видео
What are the Different Types of Retailers?8мин
Understanding and Growing with your Consumer5мин
Retail Strategy and Sustainable Competitive Advantages6мин
Omni-Channel Retailing8мин
Expert Interview; Eduardo Zamacola, President of Acotex & CEO of Neck & Neck6мин
Choosing the Right Product Assortment7мин
Choosing an Appropriate Price Policy and Promotion Strategy6мин
Choosing the Right Place for your Product to Shine7мин
4 материала для самостоятельного изучения
Four current and future trends in retail10мин
The Consumer Sector 2030: Trends and Questions to Consider13мин
What Really Shapes the Customer Experience2мин
Making Stores Matter in a Multichannel World11мин
1 практическое упражнение
Module 3 Graded Assessment30мин
3 ч. на завершение
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.
3 ч. на завершение
10 видео ((всего 50 мин.)), 3 материалов для самостоятельного изучения, 2 тестов
10 видео
Choosing the Right Country to Grow Your Business3мин
What are the Different Types of Entry Strategies?4мин
How to Implement a Successful Franchising Strategy3мин
Expert Interview: Eduardo Zamacola, President of Acotex & CEO of Neck & Neck6мин
The Emergence of Online Retail Channels6мин
Busting M-Commerce Myths7мин
What are the Future Trends in Online Retailing?4мин
Expert Interview: Iñaki Arrola, General Manager of Coches.com6мин
Trailer: Integrated Marketing Communications; Advertising, Public Relations, Digital Marketing & More40
3 материала для самостоятельного изучения
The Top 10 Technology Trends In Retail: How Tech Will Transform Shopping In 202010мин
Anatomy of a Digital Forerunner9мин
Busting Mobile-Shopping Myths5мин
1 практическое упражнение
Module 4 / Final Assessment30мин
Рецензии
Лучшие отзывы о курсе CHANNEL MANAGEMENT AND RETAILING
от партнера MA2 авг. 2020 г.
Very comprehensive overview of the core concepts of channel management and retailing. Great use of graphics and the interviews with the industry experts were eye-openers. Phenomenal course altogether.
от партнера RM9 мая 2020 г.
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.
от партнера AC16 мар. 2017 г.
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!
от партнера JG24 мар. 2019 г.
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.
Специализация Внедрение комплекса маркетинга: общие сведения
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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