Oct 24th 2016

Channel Management and Retailing (Coursera)

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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:

• The IT revolution: considering developments in CRM, supply chain, planning tools, merchandise and reallocation systems, amongst others.

• The retail focus: a clear retail strategy can be a differentiator for companies and a strong weapon of competitiveness.

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.

Channel Management and Retailing is course 3 of 5 in the Marketing Mix Implementation Specialization.

In this Specialization we will delve into the marketing mix and the skill-set needed to implement successful marketing strategies. Join us and explore the four key concepts of the marketing mix model, also known as the 4Ps: Product (Brand and Product Management), Pricing, Place (Distribution Channel Strategy and Retail) and Promotion (Communication Strategies, PR and Advertising). This course primarily focuses on implementation so you can immediately apply the lessons learned to your work or to a business idea that you are thinking of taking to market. After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization through one of two options: Either by helping a major company find solutions to real problems it is facing in the areas of the four P’s, or by running your own product through the marketing mix.