US$198
TRADE MARKETING MANAGEMENT COURSE
Learn with the best-selling Trade Marketing Management course in Latin America to design and implement the best commercial strategy to grow your business by commercial channel and type of store.
Why is the Trade Marketing Management course important?
The Trade Marketing management course provides knowledge about changing market dynamics, strategies to generate competitive advantages at the point of sale, and skills to connect categories, retailers and buyers. In addition, it teaches how to segment and personalize strategies, design growth by channel, and develop key competencies in Trade Marketing.
We are facing a “new normal.” Consumption habits have changed and will continue to change, purchasing habits and missions even more and retailers are transforming rapidly.
Trade Marketing Teams will have to comprehensively understand and address this new dynamic in the face of this reality. We have to convert the point of sale, whether physical or digital, into a competitive advantage, generating a memorable brand experience for consumers.
A comprehensive Trade Marketing Management strategy aligned with the objectives and strategies of the Categories and Brands is the fundamental basis for achieving competitive advantages in the various channels and in large retailers. Brand strategies must converge in commercial channels and points of sale, so that they strongly connect, influence and seduce the buyer, ensuring sustained growth results for organizations.
Learning objective
The main objective of the program is to obtain the knowledge and tools that allow them to lead the key strategies at the channel and point of sale level, understanding in depth the relationship
category - retailer - shopper, in order to effectively increase the demand for products in the main channels and customers (sell out).
Who is it for?
Executives and Managers of the areas of Trade Marketing, Shopper Marketing and Key Accounts
Executives and Managers of Consumer Marketing, Brand or Category Management.
Executives and Managers of the execution and implementation areas in stores
What will you learn in this course?
Segmentation Strategy: students will be able to analyze the differences between channels, business formats and the different behaviors and purchase missions of the Shopper, which will allow them to establish robust customer segmentation models and define service and execution standards by segments .
Identification of the client's need: they will learn that a solid Trade Marketing strategy is based on a deep knowledge of channels and clients. To do this, they will learn different tools and models that will guide them in their process of identifying their new and changing needs and characteristics.
Business growth plans by channel or type of store: will design a comprehensive Trade Marketing strategy aligned with the objectives and strategies of the Channel's Strategic Categories, Brands and customers.
The Trade Marketing Organization: they will understand the different types of organizational structures, job profiles, competency profiles and the critical processes both at a strategic and operational level of the Trade Marketing function.
The course is structured in 8 modules
Module 1
The process of changes in the new dynamics of consumers, buyers and retailers.
Module 2
Alignment between trade marketing, shopper marketing and the objectives and strategies of the categories and brands.
Module 3
Process of classification and segmentation of physical and online points of purchase. Channel roles.
Module 4
Identification of customer needs. Customer needs identification model.
Module 5
Alignment of business objectives with the needs and requirements of channels and customers.
Module 6
Basic concepts of Digital Trade Marketing. EL Retail and Route to Market Digital.
Module 7
The Trade Marketing organization: more efficient models of integration of processes and functions.
Module 8
The plan and budget of Trade Marketing and Channels.
Start your learning today with recorded classrooms!
$198
What do you get for that price?
8 Video Classrooms available 24x7
Access from any device
Examples and practical exercises from various mass consumption and retail categories
Response to questions regarding practical exercises in up to 24 hours by email
Individual video conference with TMC Senior Consultant at the end of the course to review the implementation plan of what was learned in your company.
Unsure if this course might be interesting for you?
Don't worry! You have 7 days to write to us at contacto@tmcconsultores.com and we will refund your money.
Meet your instructors
Carlos I Alfonzo
Managing Partner
Ms. Behavioral Neuroscience
PUCRS, Brazil
Marketing
IESA, Venezuela
Juan M. Dominguez
CEO
Marketing
Arizona State University
IESA, Professor
UNIMET, Professor
The price?
$198
What will you receive?
-
8 Video Classrooms available 24x7
-
Access from any device
-
Examples and practical exercises of various categories of mass consumption and retailers
-
Answer to doubts regarding practical exercises in up to 24 hours by email
-
Individual video conference with TMC Senior Consultant at the end of the course to review the implementation plan of what has been learned in your company.
