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Channel Management and Retailing

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Channel Management and Retailing

This course is part of Marketing Mix Implementation Specialization

Instructor: Maria Teresa Aranzabal

49,701 already enrolled

Included with

Learn more

4 modules

Gain insight into a topic and learn the fundamentals.

1,132 reviews

Beginner level

No prior experience required

Flexible schedule

9 hours to complete

Learn at your own pace

94%

Most learners liked this course

4 modules

Gain insight into a topic and learn the fundamentals.

1,132 reviews

Beginner level

No prior experience required

Flexible schedule

9 hours to complete

Learn at your own pace

94%

Most learners liked this course

What you'll learn

Know the steps for designing and managing a distribution channel, identify the most important players, their roles and how to handle conflict.
Identify types of retailing strategies and how retailers maintain competitive advantages over their competition.
Discover various growth opportunities for retailers and determine which entry strategies are best for various circumstances.
Know the importance of a strategic online presence for retailers and future trends in retailing.

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

6 assignments¹

AI Graded see disclaimer

Taught in English

91% of learners achieved a positive career outcome

See how employees at top companies are mastering in-demand skills

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Build your subject-matter expertise

This course is part of the Marketing Mix Implementation Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 4 modules in this course

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. - 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. The main goal of this course is that you understand how channel management and retailing can improve performance in your business. 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.

Module details

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.

What's included

8 videos3 readings2 assignments

8 videosTotal 46 minutes

Course Trailer1 minute
Course Introduction6 minutes
The Importance of Distribution Channels6 minutes
How to Design a Distribution Channel6 minutes
Key Factors in Channel Management4 minutes
Expert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH) 113 minutes
The Role of Distribution Channels in the Value Chain6 minutes
Who are the Main Participants in Distribution Channels?5 minutes

3 readingsTotal 36 minutes

Role and Importance of Distribution Channels10 minutes
Distribution Channels20 minutes
Achieving Customer-Management Excellence in Emerging Markets6 minutes

2 assignmentsTotal 35 minutes

Module 1 Graded Assessment.30 minutes
Distribution Channel Players5 minutes

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 of trade marketing.

What's included

8 videos6 readings1 assignment

8 videosTotal 47 minutes

What are the Different Types of Channel Arrangements?5 minutes
From Multi-Channel to Omni-Channel Distribution7 minutes
Channel Conflict, Cooperation and Competition6 minutes
The Nature of Trade Marketing6 minutes
Organizational Structure: Supply and Demand Strategies4 minutes
ECR & Category Management: Collaboration Initiatives6 minutes
What is the Future of Trade Marketing?4 minutes
Expert Interview: Maria Garcia, General Manager of Office Depot Iberia9 minutes

6 readingsTotal 76 minutes

What’s the Difference between Omnichannel and Multichannel Customer Care, and Why Does It Matter?20 minutes
Advantages of Internet of Things: 10 Benefits You Should Know18 minutes
Three Rules for Buiding the Modern Retail Organization15 minutes
Why "Crash Diets" Don't Work10 minutes
How Retailers can Improve Promotion Effectiveness5 minutes
Smarter Retailer Promotions for a Saturated Market8 minutes

1 assignmentTotal 30 minutes

Module 2 Graded Assesment30 minutes

At the end of this module you will be able to identify types of retailers, retailing strategies and how these retailers maintain competitive advantages over their competition. You will also be able to see the role the 4 P's of marketing play in these retail strategies.

What's included

9 videos5 readings1 assignment

9 videosTotal 63 minutes

Current Trends in Retailing6 minutes
What are the Different Types of Retailers?9 minutes
Understanding and Growing with your Consumer5 minutes
Retail Strategy and Sustainable Competitive Advantages6 minutes
Omni-Channel Retailing9 minutes
Expert Interview; Eduardo Zamacola, President of Acotex & CEO of Neck & Neck6 minutes
Choosing the Right Product Assortment7 minutes
Choosing an Appropriate Price Policy and Promotion Strategy7 minutes
Choosing the Right Place for your Product to Shine7 minutes

5 readingsTotal 46 minutes

Retail Trends 2024: Creating opportunity in a year of uncertainty10 minutes
Top Customer Experience Trends In 20242 minutes
Blending the Online and Physical Store: Innovation Means Personalization11 minutes
The Consumer Sector 2030: Trends and Questions to Consider13 minutes
2023 Global Consumer Insights: Consumers seek frictionless experiences in a world of disruptions10 minutes

1 assignmentTotal 30 minutes

Module 3 Graded Assessment30 minutes

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 trends in retailing.

What's included

11 videos5 readings2 assignments

11 videosTotal 57 minutes

Global Growth Opportunities: Where is Retail Heading?7 minutes
What are the Different Types of Entry Strategies?4 minutes
How to Implement a Successful Franchising Strategy3 minutes
Expert Interview: Eduardo Zamacola, President of Acotex & CEO of Neck & Neck7 minutes
The Emergence of Online Retail Channels6 minutes
Strategies for Traditional Retail in E-commerce Expansion6 minutes
Digital Myths6 minutes
What are the Future Trends in Online Retailing?6 minutes
AI in Retail: Beyond Buzzwords to Business Transformation4 minutes
Expert Interview: Iñaki Arrola, General Manager of Coches.com7 minutes
Trailer: Integrated Marketing Communications; Advertising, Public Relations, Digital Marketing & More1 minute

5 readingsTotal 44 minutes

Choosing the Right Country to Grow Your Business10 minutes
E-Commerce for Retail: Pivoting and Investing in an Online Platform10 minutes
Top 10 Digital Myths You Should Stop Believing in 20235 minutes
TOP 10 Retail Tech Trends to Watch for in 202310 minutes
Anatomy of a Digital Forerunner9 minutes

2 assignmentsTotal 60 minutes

Module 4 Final Assessment.30 minutes
McDonald's Franchising Model30 minutes

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Instructor

Instructor ratings

(174 ratings)

Maria Teresa Aranzabal

IE Business School

6 Courses110,429 learners

Offered by

IE Business School

Learner reviews

5 stars
65.63%
4 stars
23.05%
3 stars
7.86%
2 stars
2.12%
1 star
1.32%

Showing 3 of 1132

Reviewed on Apr 16, 2020

Very Well explained and provide thorough learning alongside engaging reads and assignments.

Reviewed on Feb 19, 2018

The course covers broadly various aspects of Channel management and Retailing. With incorporation of more real-life example, the course can be improved.

Reviewed on Dec 21, 2017

Theory taught should be associated with examples, to cement the learning. That was the only thing that was lacking

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