Retail & Trade Marketing

This is a programme taught in Dutch. Full details are available in Dutch.

The retail battle and the shopper

If they want to strengthen their competitive position in a time of declining brand and shop loyalty, both manufacturers and retailers need to compete for shoppers. All about shopper marketing, retail marketing and trade marketing, and how to harmonise them.

Target group

This programme is aimed at anyone involved in the marketing of consumer goods in the retail sector:  manufacturers and retailers, in both the food and non-food sectors:

• marketing and communication managers;
• product and brand managers;
• trade marketing managers;
• category managers and buyers;
• account managers;
• merchandising managers;
• employees at advertising, promotion and/or consultancy firms which provide services to retailers and manufacturers;
• production, logistics and IT employees who want to acquire a better understanding of the world of the (business) people they are dealing with.