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.
This Channel Management and Retailing Channel Management and Retailing Course offered by Coursera in partnership IE - Business School.
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.
4 weeks of study, 2-4 hours/week
Check the programme website for information about funding options.
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