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Channel Management and Retailing

Approx. 9 hours to complete

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Course Summary

In this course, you will learn how to effectively manage channels of distribution to maximize your company's profitability. You will also learn how to create and maintain relationships with channel partners, and how to use data analytics to improve your channel strategy.

Key Learning Points

Learn how to develop and manage successful channel partnerships
Understand the importance of data analytics in channel management
Discover new and innovative strategies for maximizing profitability

Learning Outcomes

Develop effective channel partnerships
Use data analytics to improve channel strategy
Maximize profitability through innovative strategies

Prerequisites or good to have knowledge before taking this course

Basic understanding of marketing principles
Familiarity with data analytics tools

Course Difficulty Level

Intermediate

Course Format

Online
Self-paced

Similar Courses

Marketing Analytics
Digital Marketing

Related Education Paths

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Description

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.

Outline

Distribution Channel Planning and Management: Why are They so Important?
Course Trailer
Course Introduction
The Importance of Distribution Channels
How to Design a Distribution Channel
Key Factors in Channel Management
Expert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH) 1
The Role of Distribution Channels in the Value Chain
Who are the Main Participants in Distribution Channels?
Role and Importance of Distribution Channels
Distribution Channels
Achieving Customer-Management Excellence in Emerging Markets
Module 1: Graded Assessment

Distribution Channels and Their Evolving Landscape
What are the Different Types of Channel Arrangements?
From Multi-Channel to Omni-Channel Distribution
Channel Conflict, Cooperation and Competition
The Nature of Trade Marketing
Organizational Structure: Supply and Demand Strategies
ECR & Category Management: Collaboration Initiatives
What is the Future of Trade Marketing?
Expert Interview: Maria Garcia, General Manager of Office Depot Iberia
What’s the Difference between Omnichannel and Multichannel Customer Care, and Why Does It Matter?
An Executive's Guide to the Internet of Things
Three Rules for Buiding the Modern Retail Organization
How Retailers can Improve Promotion Effectiveness
Why ¨Crash Diets¨ Don't Work
Module 2 Graded Assesment

The Retail Strategy and Marketing Mix
Current Trends in Retailing
What are the Different Types of Retailers?
Understanding and Growing with your Consumer
Retail Strategy and Sustainable Competitive Advantages
Omni-Channel Retailing
Expert Interview; Eduardo Zamacola, President of Acotex & CEO of Neck & Neck
Choosing the Right Product Assortment
Choosing an Appropriate Price Policy and Promotion Strategy
Choosing the Right Place for your Product to Shine
Four current and future trends in retail
The Consumer Sector 2030: Trends and Questions to Consider
What Really Shapes the Customer Experience
Making Stores Matter in a Multichannel World
Module 3 Graded Assessment

Retailing Without Frontiers: New Trends in Retailing
Global Growth Opportunities: Where is Retail Heading?
Choosing the Right Country to Grow Your Business
What are the Different Types of Entry Strategies?
How to Implement a Successful Franchising Strategy
Expert Interview: Eduardo Zamacola, President of Acotex & CEO of Neck & Neck
The Emergence of Online Retail Channels
Busting M-Commerce Myths
What are the Future Trends in Online Retailing?
Expert Interview: Iñaki Arrola, General Manager of Coches.com
Trailer: Integrated Marketing Communications; Advertising, Public Relations, Digital Marketing & More
The Top 10 Technology Trends In Retail: How Tech Will Transform Shopping In 2020
Anatomy of a Digital Forerunner
Busting Mobile-Shopping Myths
Module 4 / Final Assessment

Summary of User Reviews

Discover the art of channel management with this course from Coursera. Students rave about the engaging and informative content, which covers everything from distribution channels to pricing strategies. While there is no overall rating provided, many users praise the course for its practical applications and real-world examples.

Key Aspect Users Liked About This Course

Practical applications and real-world examples

Pros from User Reviews

Engaging and informative content
Covers a wide range of topics related to channel management
Provides real-world examples and case studies for practical applications
Suitable for beginners and experienced professionals alike
Flexible schedule allows students to learn at their own pace

Cons from User Reviews

Some users felt that the course was too basic and lacked advanced content
Course materials could be more organized and streamlined
Some students experienced technical difficulties or issues with course navigation
Limited interaction with instructors or other students
No overall rating provided on the course page

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