Este curso forma parte de Programa especializado: Marketing Mix Implementation

4.5
estrellas
1,050 calificaciones

94 %

Maria Teresa Aranzabal

33.283 ya inscrito

Ofrecido Por

Programa especializado: Marketing Mix ImplementationIE Business School

Acerca de este Curso

15.380 vistas recientes

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. 
In the last decade, there have been two main revolutions that have affected industries, increasing the importance of Distribution Channel Management  Profesor Maria Teresa Aranzabal guides you through: The IT revolution: considering developments in CRM, supply chain, planning tools, merchandise and reallocation systems, amongst others; and the retail focus: how a clear retail strategy can be a differentiator for companies and a strong weapon of competitiveness. 

In this course you will learn how to 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.  We use interviews with industry experts and give real-life examples of how to ensure your business makes the most of this vital area of marketing.

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Certificado para compartir

Obtén un certificado al finalizar

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Curso 3 de 5 en

Programa especializado: Marketing Mix Implementation

Nivel principiante

Aprox. 9 horas para completar

Inglés (English)

¿Podría tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?

Prueba Coursera para negocios

Habilidades que obtendrás

Retail Management
Supply Chain
Retailing
Channel Management

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Certificado para compartir

Obtén un certificado al finalizar

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Curso 3 de 5 en

Programa especializado: Marketing Mix Implementation

Nivel principiante

Aprox. 9 horas para completar

Inglés (English)

¿Podría tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?

Prueba Coursera para negocios

Instructor

Calificación del instructor

4,53/5 (152 calificaciones)

Maria Teresa Aranzabal

Ofrecido por

IE Business School

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.

Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide.

Mira cómo los empleados de las mejores empresas dominan las habilidades más demandadas

Obtén más información sobre Coursera para Empresas

Programa - Qué aprenderás en este curso

Calificación del contenido94%(2,390 calificaciones)

Semana1

Semana 1

2 horas para completar

Distribution Channel Planning and Management: Why are They so Important?

2 horas para completar

8 videos (Total 46 minutos), 3 lecturas, 1 cuestionario

8 videos

Course Trailer50sCourse Introduction5mThe Importance of Distribution Channels5mHow to Design a Distribution Channel5mKey Factors in Channel Management3mExpert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH) 113mThe Role of Distribution Channels in the Value Chain5mWho are the Main Participants in Distribution Channels?4m

3 lecturas

Role and Importance of Distribution Channels10mDistribution Channels20mAchieving Customer-Management Excellence in Emerging Markets6m

1 ejercicio de práctica

Module 1: Graded Assessment30m

Semana2

Semana 2

2 horas para completar

Distribution Channels and Their Evolving Landscape

2 horas para completar

8 videos (Total 47 minutos), 5 lecturas, 1 cuestionario

8 videos

What are the Different Types of Channel Arrangements?5mFrom Multi-Channel to Omni-Channel Distribution7mChannel Conflict, Cooperation and Competition5mThe Nature of Trade Marketing6mOrganizational Structure: Supply and Demand Strategies3mECR & Category Management: Collaboration Initiatives6mWhat is the Future of Trade Marketing?3mExpert Interview: Maria Garcia, General Manager of Office Depot Iberia8m

5 lecturas

What’s the Difference between Omnichannel and Multichannel Customer Care, and Why Does It Matter?20mAn Executive's Guide to the Internet of Things11mThree Rules for Buiding the Modern Retail Organization15mHow Retailers can Improve Promotion Effectiveness3mWhy ¨Crash Diets¨ Don't Work10m

1 ejercicio de práctica

Module 2 Graded Assesment30m

Semana3

Semana 3

2 horas para completar

The Retail Strategy and Marketing Mix

2 horas para completar

9 videos (Total 66 minutos), 4 lecturas, 1 cuestionario

9 videos

Current Trends in Retailing9mWhat are the Different Types of Retailers?8mUnderstanding and Growing with your Consumer5mRetail Strategy and Sustainable Competitive Advantages6mOmni-Channel Retailing8mExpert Interview; Eduardo Zamacola, President of Acotex & CEO of Neck & Neck6mChoosing the Right Product Assortment7mChoosing an Appropriate Price Policy and Promotion Strategy6mChoosing the Right Place for your Product to Shine7m

4 lecturas

Four current and future trends in retail10mThe Consumer Sector 2030: Trends and Questions to Consider13mWhat Really Shapes the Customer Experience2mMaking Stores Matter in a Multichannel World11m

1 ejercicio de práctica

Module 3 Graded Assessment30m

Semana4

Semana 4

3 horas para completar

Retailing Without Frontiers: New Trends in Retailing

3 horas para completar

10 videos (Total 50 minutos), 3 lecturas, 2 cuestionarios

10 videos

Global Growth Opportunities: Where is Retail Heading?7mChoosing the Right Country to Grow Your Business3mWhat are the Different Types of Entry Strategies?4mHow to Implement a Successful Franchising Strategy3mExpert Interview: Eduardo Zamacola, President of Acotex & CEO of Neck & Neck6mThe Emergence of Online Retail Channels6mBusting M-Commerce Myths7mWhat are the Future Trends in Online Retailing?4mExpert Interview: Iñaki Arrola, General Manager of Coches.com6mTrailer: Integrated Marketing Communications; Advertising, Public Relations, Digital Marketing & More40s

3 lecturas

The Top 10 Technology Trends In Retail: How Tech Will Transform Shopping In 202010mAnatomy of a Digital Forerunner9mBusting Mobile-Shopping Myths5m

1 ejercicio de práctica

Module 4 / Final Assessment30m

Reseñas

4.5

197 reseña

5 stars
64,57 %
4 stars
23,52 %
3 stars
8,38 %
2 stars
2,19 %
1 star
1,33 %

Principales reseñas sobre CHANNEL MANAGEMENT AND RETAILING

por RM9 de may. de 2020

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.

por AA24 de ago. de 2018

Great content. Best teacher of this specialization

Relevant and timed questions with interactive key sessions

por JG24 de mar. de 2019

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.

por CS20 de ene. de 2020

Lots of mistakes when looking at what instructor says & the subtitles which canbe a problem for some people.

Course content is pretty good.

Ver todas las reseñas

Acerca de Programa especializado: Marketing Mix Implementation

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.

Preguntas Frecuentes

¿Cuándo podré acceder a las lecciones y tareas?
El acceso a las clases y las asignaciones depende del tipo de inscripción que tengas. Si tomas un curso en modo de oyente, verás la mayoría de los materiales del curso en forma gratuita. Para acceder a asignaciones calificadas y obtener un certificado, deberás comprar la experiencia de Certificado, ya sea durante o después de participar como oyente. Si no ves la opción de oyente:
es posible que el curso no ofrezca la opción de participar como oyente. En cambio, puedes intentar con una Prueba gratis o postularte para recibir ayuda económica.
Es posible que el curso ofrezca la opción 'Curso completo, sin certificado'. Esta opción te permite ver todos los materiales del curso, enviar las evaluaciones requeridas y obtener una calificación final. También significa que no podrás comprar una experiencia de Certificado.
¿Qué recibiré si me suscribo a este Programa especializado?
Cuando te inscribes en un curso, obtienes acceso a todos los cursos que forman parte del Programa especializado y te darán un Certificado cuando completes el trabajo. Se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes auditar el curso sin costo.
¿Hay ayuda económica disponible?
Sí. En ciertos programas de aprendizaje, puedes postularte para recibir ayuda económica o una beca en caso de no poder costear los gastos de la tarifa de inscripción. Si hay ayuda económica o becas disponibles para tu selección de programa de aprendizaje, verás un enlace para postularte en la página de descripción.

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Channel Management and Retailing

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Habilidades que obtendrás