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Retail and E- CommerceMastering Retail Marketing


  • Back
  • NetherlandsAmsterdam
  • 10 - 14 Jul 2023
  • 20 CPD hours
  • $4,900.00
  • Overview
  • Course Outline
  • Scheduled Dates

Course Overview

This course is for retail businesses looking to increase sales by promoting awareness and interest in their goods and/or services.  It covers all aspects of retail marketing including; identifying target markets, range planning, visual merchandising, instore and out of store promotions, stock control, stock turn and margins, product life cycles, pricing and cash flow considerations. 

During the course delegates will have the chance to evaluate their current marketing performance and prepare draft action plans so they can return to their businesses ready to implement their new ideas and improve the performance of their stores.

Objective:

By the end of this interactive training programme, you will be able to:
  • Assess the strengths and weaknesses of your business and prepare a development plan
  • Identify target market sectors and know how to exploit them
  • Gather and utilise sales and stock control data to guide decisions on when and how to order basic stocks
  • Plan and manage a financial budget, allowing for cash flow constraints
  • Build a merchandise range plan and “model” stocks before making commitments with customers
  • Understand legal and commercial relationships between suppliers, retailers and customers, to avoid common errors and risks
  • Set realistic objectives for negotiations with suppliers

 

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Course Outline

Module 1 - Introduction – Retail Marketing overview

  • Structure of the marketing and buying functions in retailing
  • Who does what?
  • What are the skills and knowledge required?
  • How the market leaders are organized
  • Sectors of the market and corporate objectives
  • Customer profiling
  • The 4-way analysis as a means of improving performance
  • Brands and brand management

Module 2 - Approaches to Stock Control

  • Divisions of the inventory.
  • Methods of stock control.
  • Who needs what information and how to obtain it.
  • Outcomes from stock information – and decisions to take.
  • Range rationalization and product life cycles.
  • Sales forecasting techniques.
  • Measuring productivity of stock investment.
  • Pricing techniques – and effects on rate of stock turn.
  • Monitoring component parts of the stock assortment.

Module 3 - Financial performance and pricing

  • Financial stock control – sales and profits.
  • Methods of setting the selling price.
  • Managing the profit margin – effects of trading costs and markdowns.

Module 4 - Range Planning

  • Budgeting for the purchase allowance.
  • How to decide on the range and individual lines to stock.
  • Building the range strategy.
  • Model stock plans.
  • Range presentation exercise.
  • Product liability and safety issues.
  • Ethical relationships with customers.
  • Dealing with suppliers – collaborative or competitive relationships.
  • Visualizing the merchandise range presentation.

Module 5 - Negotiating with suppliers

  • Basic principles in setting up a partnership.
  • When, where and how to negotiate.
  • Setting the agenda.
  • Targets for negotiation.
  • Linking issues.
  • Structure for a negotiation.
  • Evaluating the negotiation.
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Schedule & Fees

2+1Offer

Get the most out of group training with our special discount! Register 3 of your participants together on the same course and only pay for 2.

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5 Days 20 CPD hours

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Dubai

Dubai

$4,900.00

  • Management

5 Days 20 CPD hours

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Amsterdam

Amsterdam

$4,900.00

  • Management

5 Days 20 CPD hours

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Athens

Athens

$4,900.00

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5 Days 20 CPD hours

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Dubai

Dubai

$4,900.00

  • Management

5 Days 20 CPD hours

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Athens

Athens

$4,900.00

  • Management

5 Days 20 CPD hours

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London

London

$4,500.00

  • Management

5 Days 20 CPD hours

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Milan

Milan

$4,900.00

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Employees of professional or formally regulated bodies are generally expected to have CPD accredited training. This type of accreditation ensures that the training is knowledgeable, informed and constantly updated. It ensures our standards as a company are kept high and consistent.

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Frequently Asked Questions

How can training courses be used as a company benefit?

Training is hugely beneficial to both yourself and your company. It enables you to employ new technologies, increases your productivity and enables you to be more autonomous. Have a look here at our infographic on the importance of training and development!

How often do you update your course content to ensure relevancy?

Our course content is constantly reviewed and updated to ensure we stay up to date with all the latest trends. After every course is completed we review the feedback and improve the material where necessary.

Do you keep your classroom environment and instructional methodologies current with today’s real-world workplace?

Yes, we focus our training on ‘real-world’ scenarios and our trainers are all highly experienced and skilled in their relevant fields.

Are your courses eligible for professional certification?

Yes, we offer certification with all our courses, every course is entitled to CPD (Continuous Professional Development) hours which you can put towards your professional portfolio.

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  • NetherlandsAmsterdam
  • 10 - 14 Jul 2023
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