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Curso de Gerencia de Categorías



Learn to determine the main growth drivers for your key category and build a development plan for your main marketing channels, physical and digital stores.

Why is this course important?

  • Traditional category management is an old concept in an ever-evolving world. Retailers and industries need a new solution as they enable the level of differentiation needed to attract shoppers with an increasing number of purchasing alternatives.

  • This program was created for those looking for better ways to create differentiated shopping experiences, build strong category strategies, design compelling assortments, plan productive planograms, efficiently price and promote to market, and need it yesterday.

  • Enabling all of this will require, in most of today's retailers and industries, changes to process tools and organizational structures. It also means better connecting existing processes and bringing disparate parts of an organization together like never before to deliver a seamless customer experience.

  • Today, successful category management encompasses a broader set of capabilities that should include understanding new omnichannel shopping habits by leveraging advances in neuroscience, insight generation through machine learning, and efficient management of modern tools for distribution of spaces and construction of planograms.​

Learning objective

Learn how to accelerate the growth of your category by type of store, increasing the participation of your strategic brands through the correct activation of all growth engines using the most modern tools and global best practices.

Who is it for?

  • Executives and Managers of the areas of Trade Marketing, Category Management, Shopper Marketing and Key Accounts.

  • Executives and Managers of Consumer Marketing, Brand or Category Management.

  • Executives and Store Managers.

What will you learn in this course?

  • Define strategic roles by category in the portfolio of retailers and manufacturers.

  • Generate actionable insights through the sales ticket to the final consumer.

  • Identify the most relevant sources of growth for the category, exploring consumption and purchase habits, logistics and store operation.

  • ​Define the value proposition for the category fully aligned to the Shopper's mission by type of store

  • Design the execution standards for the category by type of store, including assortment by product segment, format and price, location in the store, space, planogram, communication, and promotional guidelines.

  • Identify growth opportunities for strategic segments and brands.

  • Build an integrated plan for profitable growth in the long term.

The course is structured in 8 modules

Module 1

Introduction to Category Management. Definition of the category. Relevance to Shoppers, Retailers, and Manufacturers.

Module 2

Understanding existing trends in consumption and shopping habits of the category and alternative products.

Module 3

Understanding the Role of the Category for strategic Clients.​ Positioning, and category's definition.

Module 4

Ticket analysis with machine learning to describe purchase habits and identify opportunities.

Module 5

Behavioral observation of the target Shopper. Barriers and Opportunities; Store navigation and shopping sequence.

Module 6

Consolidating a business review. Quantification of opportunities and risks. Definition of strategic category growth drivers.

Module 7

Definition of category guidelines by outlet type: price structure, product segments, format, and packaging size. Selection of suppliers and category captain.

Module 8

Design an integrated Category plan for physical and digital channels: objectives, activities, responsible, budget and ROI.

Meet your instructors

Emotional Shopping Experiences
Carlos Alfonzo

Carlos I Alfonso

Managing Partner

  • LinkedIn

Ms. Behavioral Neuroscience

PUCRS, Brazil


IESA, Venezuela

Juan Manuel Dominguez

Juan M. Dominguez



Arizona State University

IESA, Professor

UNIMET, Professor

  • LinkedIn
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