Consumer Channels Management
- 1.5 credits
- Prerequisite: MBA Core
In consumer goods marketing, whether you’re a retailer or a manufacturer, a sound relationship with the consumer is essential. But in many product categories, a quality relationship between the retailer and the manufacturer is even more critical to the ultimate success of either party. Surprisingly, in most MBA programs, marketing courses focus on the relationship between the manufacturer and the consumer, and all but ignore the special issues of retail channels. The purpose of this unique course is to address this shortcoming and to give you a “competitive advantage” as you search for and begin your first position out of MBA School. This course will help you to develop your knowledge and skills in several important areas -- quantitative analysis, strategic analysis, and written and spoken communications. When we conclude this course, you will:
- Possess a deep understanding of retailer performance measures (and thus, an understanding of what motivates the retailer).
- Be proficient in using retailer performance measures to design marketing programs that achieve the successful sell-in of products.
- Know how to assess the finanacial impact of trade promotion.
- Know how to assess the value of manufacturer's tools that can alter stocking practices (e.g. JIT).
- Understand the process and role of category management.
- Be able to develop strategies that jointly maximize retailer and manufacturer profits.
- Be able to assess the attractiveness of developing retailer/manufacturer partnerships to grow both store and brand loyalty.