Understand how channel management and retailing can improve performance in your business. 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.
营销组合实践 專項課程IE商学院課程信息
31,380 次近期查看
學生職業成果
75%
完成這些課程後已開始新的職業生涯
50%
通過此課程獲得實實在在的工作福利
可分享的證書
完成後獲得證書
100% 在線
立即開始，按照自己的計劃學習。
第 3 門課程（共 5 門）
可靈活調整截止日期
根據您的日程表重置截止日期。
初級
完成時間大約為9 小時
英語（English）
字幕：英語（English）, 韓語
您將獲得的技能
Retail ManagementSupply ChainRetailingChannel Management
學生職業成果
75%
完成這些課程後已開始新的職業生涯
50%
通過此課程獲得實實在在的工作福利
可分享的證書
完成後獲得證書
100% 在線
立即開始，按照自己的計劃學習。
第 3 門課程（共 5 門）
可靈活調整截止日期
根據您的日程表重置截止日期。
初級
完成時間大約為9 小時
英語（English）
字幕：英語（English）, 韓語
提供方
IE商学院
IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being.
教學大綱 - 您將從這門課程中學到什麼
完成時間為 2 小時
Distribution Channel Planning and Management: Why are They so Important?
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.
完成時間為 2 小時
8 個視頻 （總計 46 分鐘）, 3 個閱讀材料, 1 個測驗
8 個視頻
Course Introduction5分鐘
The Importance of Distribution Channels5分鐘
How to Design a Distribution Channel5分鐘
Key Factors in Channel Management3分鐘
Expert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH) 113分鐘
The Role of Distribution Channels in the Value Chain5分鐘
Who are the Main Participants in Distribution Channels?4分鐘
3 個閱讀材料
Role and Importance of Distribution Channels10分鐘
Distribution Channels20分鐘
Achieving Customer-Management Excellence in Emerging Markets6分鐘
1 個練習
Module 1: Graded Assessment14分鐘
完成時間為 2 小時
Distribution Channels and Their Evolving Landscape
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.
完成時間為 2 小時
8 個視頻 （總計 47 分鐘）, 5 個閱讀材料, 1 個測驗
8 個視頻
From Multi-Channel to Omni-Channel Distribution7分鐘
Channel Conflict, Cooperation and Competition5分鐘
The Nature of Trade Marketing6分鐘
Organizational Structure: Supply and Demand Strategies3分鐘
ECR & Category Management: Collaboration Initiatives6分鐘
What is the Future of Trade Marketing?3分鐘
Expert Interview: Maria Garcia, General Manager of Office Depot Iberia8分鐘
5 個閱讀材料
What’s the Difference between Omnichannel and Multichannel Customer Care, and Why Does It Matter?20分鐘
An Executive's Guide to the Internet of Things11分鐘
Three Rules for Buiding the Modern Retail Organization15分鐘
How Retailers can Improve Promotion Effectiveness3分鐘
Why ¨Crash Diets¨ Don't Work10分鐘
1 個練習
Module 2 Graded Assesment18分鐘
完成時間為 2 小時
The Retail Strategy and Marketing Mix
At the end of this module you will be able to identify types of retailers, retailing strategies and how these retailers maintain competetive advantages over their competition. You will also be able to see the role the 4 P's of marketing play in these retail strategies.
完成時間為 2 小時
9 個視頻 （總計 66 分鐘）, 4 個閱讀材料, 1 個測驗
9 個視頻
What are the Different Types of Retailers?8分鐘
Understanding and Growing with your Consumer5分鐘
Retail Strategy and Sustainable Competitive Advantages6分鐘
Omni-Channel Retailing8分鐘
Expert Interview; Eduardo Zamacola, President of Acotex & CEO of Neck & Neck6分鐘
Choosing the Right Product Assortment7分鐘
Choosing an Appropriate Price Policy and Promotion Strategy6分鐘
Choosing the Right Place for your Product to Shine7分鐘
4 個閱讀材料
Four current and future trends in retail10分鐘
The Consumer Sector 2030: Trends and Questions to Consider13分鐘
What Really Shapes the Customer Experience2分鐘
Making Stores Matter in a Multichannel World11分鐘
1 個練習
Module 3 Graded Assessment14分鐘
完成時間為 4 小時
Retailing Without Frontiers: New Trends in Retailing
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.
完成時間為 4 小時
10 個視頻 （總計 50 分鐘）, 3 個閱讀材料, 2 個測驗
10 個視頻
Choosing the Right Country to Grow Your Business3分鐘
What are the Different Types of Entry Strategies?4分鐘
How to Implement a Successful Franchising Strategy3分鐘
Expert Interview: Eduardo Zamacola, President of Acotex & CEO of Neck & Neck6分鐘
The Emergence of Online Retail Channels6分鐘
Busting M-Commerce Myths7分鐘
What are the Future Trends in Online Retailing?4分鐘
Expert Interview: Iñaki Arrola, General Manager of Coches.com6分鐘
Trailer: Integrated Marketing Communications; Advertising, Public Relations, Digital Marketing & More40
3 個閱讀材料
The Top 10 Technology Trends In Retail: How Tech Will Transform Shopping In 202010分鐘
Anatomy of a Digital Forerunner9分鐘
Busting Mobile-Shopping Myths5分鐘
1 個練習
Module 4 / Final Assessment24分鐘
審閱
來自CHANNEL MANAGEMENT AND RETAILING 的熱門評論
由 MA 提供2020年8月2日
Very comprehensive overview of the core concepts of channel management and retailing. Great use of graphics and the interviews with the industry experts were eye-openers. Phenomenal course altogether.
由 RM 提供2020年5月9日
It was a nice revision of the concepts as I too teach Retail Management to MBA students. Great Efforts taken to compile the information at one place with good videos and reading material.
由 AC 提供2017年3月16日
Lots of theories and case studies. Knowledge gained was really worth the time/effort. Professor could explain the topics clearly and the content were well arranged. Recommend it!
由 JG 提供2019年3月24日
2015 course and it is 2019... but still it has good content! maybe I would suggest to update and forecast more innovations that will happen in the foreseeable future.
關於 营销组合实践 專項課程
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 by running a real product through the marketing mix.
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