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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.
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. - 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... - 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 st... - 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...
Instructors
Maria Teresa Aranzabal
Professor
Marketing
Content Designer
IE Business School, whose full name is Instituto de Empresa Business School, is a Spanish business school based in Madrid.
It is regularly recognised by various rankings as one of the best business schools in Europe and the world, and one of the best in Spain, particularly for its MBA programme.
Founded in 1973 by Diego del Alcázar, the school offers a wide range of management programmes and degrees: MBA, Global MBA, Executive MBA, Master in Management (MIM), specialised masters including the Master in Finance (MiF), Doctorates (DBA and PhD), as well as Executive Education programmes for senior executives.
Some 1,500 students from 70 countries graduate from the school every year, and 3,500 managers follow one of its courses.
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