Modules Retail & Trade Marketing
[Description] [Modules] [Faculty] [Testimonials]
Module 1: Retail business model
- What does a retailer's business model look like?
- How do retail business drivers connect?
- How can you as a (branded goods) manufacturer capitalise on that?
Module 2: Shopper marketing
- How do customers shop, and what shopper profiles do they fall into?
- How can you influence purchasing behaviour through shopper marketing? This includes shop selection as well as product selection.
- How could we observe this in shops? (retail safari)
Module 3: Catergory management
- How can you optimise the selling power of a specific product catergory?
- What analytical tools could you use to monitor the sales performance of a product catergory?
- What are the roles of retailers and branded goods manufacturers in this equation?
Module 4: Cross-channel management
- How do suppliers leverage different distribution channels?
- How do you establish cooperation with independent shop owners and chains?
- Shopper marketing 2.0: How does the Internet impact shopping and purchasing behaviour?
- How could you leverage the Internet in your cross-channel approach? What are the impacts and implications for your retail and trade marketing?