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.
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营销组合实践 专项课程IE商学院课程信息
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学生职业成果
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完成这些课程后已开始新的职业生涯
43%
通过此课程获得实实在在的工作福利
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完成后获得证书
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立即开始，按照自己的计划学习。
第 3 门课程（共 5 门）
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根据您的日程表重置截止日期。
初级
完成时间大约为9 小时
英语（English）
字幕：法语（French）, 巴西葡萄牙语, 韩语, 俄语（Russian）, 英语（English）, 西班牙语（Spanish）
您将获得的技能
Retail ManagementSupply ChainRetailingChannel Management
学生职业成果
60%
完成这些课程后已开始新的职业生涯
43%
通过此课程获得实实在在的工作福利
可分享的证书
完成后获得证书
100% 在线
立即开始，按照自己的计划学习。
第 3 门课程（共 5 门）
可灵活调整截止日期
根据您的日程表重置截止日期。
初级
完成时间大约为9 小时
英语（English）
字幕：法语（French）, 巴西葡萄牙语, 韩语, 俄语（Russian）, 英语（English）, 西班牙语（Spanish）
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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.
教学大纲 - 您将从这门课程中学到什么
完成时间为 2 小时
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.
完成时间为 2 小时
8 个视频 （总计 46 分钟）, 3 个阅读材料, 1 个测验
8 个视频
Course Introduction5分钟
The Importance of Distribution Channels5分钟
How to Design a Distribution Channel5分钟
Key Factors in Channel Management3分钟
Expert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH) 113分钟
The Role of Distribution Channels in the Value Chain5分钟
Who are the Main Participants in Distribution Channels?4分钟
3 个阅读材料
Role and Importance of Distribution Channels10分钟
Distribution Channels20分钟
Achieving Customer-Management Excellence in Emerging Markets6分钟
1 个练习
Module 1: Graded Assessment30分钟
完成时间为 2 小时
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.
完成时间为 2 小时
8 个视频 （总计 47 分钟）, 5 个阅读材料, 1 个测验
8 个视频
From Multi-Channel to Omni-Channel Distribution7分钟
Channel Conflict, Cooperation and Competition5分钟
The Nature of Trade Marketing6分钟
Organizational Structure: Supply and Demand Strategies3分钟
ECR & Category Management: Collaboration Initiatives6分钟
What is the Future of Trade Marketing?3分钟
Expert Interview: Maria Garcia, General Manager of Office Depot Iberia8分钟
5 个阅读材料
What’s the Difference between Omnichannel and Multichannel Customer Care, and Why Does It Matter?20分钟
An Executive's Guide to the Internet of Things11分钟
Three Rules for Buiding the Modern Retail Organization15分钟
How Retailers can Improve Promotion Effectiveness3分钟
Why ¨Crash Diets¨ Don't Work10分钟
1 个练习
Module 2 Graded Assesment30分钟
完成时间为 2 小时
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.
完成时间为 2 小时
9 个视频 （总计 66 分钟）, 4 个阅读材料, 1 个测验
9 个视频
What are the Different Types of Retailers?8分钟
Understanding and Growing with your Consumer5分钟
Retail Strategy and Sustainable Competitive Advantages6分钟
Omni-Channel Retailing8分钟
Expert Interview; Eduardo Zamacola, President of Acotex & CEO of Neck & Neck6分钟
Choosing the Right Product Assortment7分钟
Choosing an Appropriate Price Policy and Promotion Strategy6分钟
Choosing the Right Place for your Product to Shine7分钟
4 个阅读材料
Four current and future trends in retail10分钟
The Consumer Sector 2030: Trends and Questions to Consider13分钟
What Really Shapes the Customer Experience2分钟
Making Stores Matter in a Multichannel World11分钟
1 个练习
Module 3 Graded Assessment30分钟
完成时间为 3 小时
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.
完成时间为 3 小时
10 个视频 （总计 50 分钟）, 3 个阅读材料, 2 个测验
10 个视频
Choosing the Right Country to Grow Your Business3分钟
What are the Different Types of Entry Strategies?4分钟
How to Implement a Successful Franchising Strategy3分钟
Expert Interview: Eduardo Zamacola, President of Acotex & CEO of Neck & Neck6分钟
The Emergence of Online Retail Channels6分钟
Busting M-Commerce Myths7分钟
What are the Future Trends in Online Retailing?4分钟
Expert Interview: Iñaki Arrola, General Manager of Coches.com6分钟
Trailer: Integrated Marketing Communications; Advertising, Public Relations, Digital Marketing & More40
3 个阅读材料
The Top 10 Technology Trends In Retail: How Tech Will Transform Shopping In 202010分钟
Anatomy of a Digital Forerunner9分钟
Busting Mobile-Shopping Myths5分钟
1 个练习
Module 4 / Final Assessment30分钟
审阅
来自CHANNEL MANAGEMENT AND RETAILING 的热门评论
由 MA 提供Aug 2, 2020
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May 9, 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.
由 AC 提供Mar 16, 2017
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Mar 24, 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.
关于 营销组合实践 专项课程
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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