Why is the Trade Marketing Management Course important?
New Channels
The Trade Marketing Management course provides knowledge about the changing dynamics of the market, strategies for generating competitive advantages at the point of sale, and skills for connecting categories, retailers, and shoppers. It also teaches how to segment and personalize strategies, design growth by channel, and develop key Trade Marketing competencies.
New Shopping Habits
We are facing a “new normal”. Consumer habits have changed and will continue to change, shopping habits and missions even more so, and retailers are transforming at an accelerated pace.
New Competitors
Trade marketing teams will need to understand and comprehensively address this new dynamic in light of this reality. We must transform the point of sale, whether physical or digital, into a competitive advantage, generating a memorable brand experience for consumers.
New Strategies
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 across various channels and with major retailers. Brand strategies must converge across sales channels and points of sale in a way that effectively connects with, influences, and captivates the buyer, ensuring sustained growth for the organizations.
Learning Objective
The main objective of the program is to acquire the knowledge and tools that will allow them to lead key strategies at the channel and point of sale level, understanding in depth the relationship
category - retailer - shopper, with the aim of effectively increasing product demand in the main channels and customers (sell out).
What will you learn in this course?
01
Estrategia de Segmentación
03
Identificación de la necesidad del cliente
02
La Organización de Trade Marketing
04
Business growth plans by channel or store type
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 segment.
Identifying the customer's need: They will learn that a solid Trade Marketing strategy is based on a deep understanding of channels and customers. To this end, they will learn different tools and models that will guide them in the process of identifying the new and changing needs and characteristics of these channels and customers.
Business growth plans by channel or store type: They will design a comprehensive Trade Marketing strategy aligned with the objectives and strategies of the Categories, Brands and strategic customers of the channel.
The Trade Marketing Organization: will understand the different types of organizational structures, job profiles, competency profiles and critical processes at both the strategic and operational level of the Trade Marketing function.
Course Structure
8 Video Classrooms available 24/7
Access from any device
Examples and practical exercises from various mass consumption and retail categories
Answers to questions regarding practical exercises within 24 hours via email
Individual video conference with a TMC Senior Consultant at the end of the course to review the implementation plan of what you have learned in your company.
Module 1
The process of change in the new dynamics of consumers, buyers, and retailers.
Module 2
Alignment between trade marketing, shopper marketing and the objectives and strategies of categories and brands.
Module 3
Classification and segmentation process of physical and online points of purchase. Roles of the channels.
Module 4
Identifying customer needs. Customer needs identification model.
Module 5
Aligning business objectives with the needs and requirements of channels and customers.
Module 6
Basic concepts of Digital Trade Marketing. Retail and Digital Route to Market.
Module 7
The organization of Trade Marketing: more efficient models for integrating processes and functions.
Module 8
The Trade Marketing and Channels plan and budget.
Get to know your instructors
Charles I Alfonso
Partner Director
Ms. Behavioral Neuroscience
PUCRS, Brazil
Ms. Marketing
IESA, Venezuela
Juan M. Domínguez
CEO
Ms. Marketing
Arizona State University
IESA, Professor
UNIMET, Professor