Marketing Skills: Trade Marketing (1 day)

Course Overview

The growing importance of retailers and other trade intermediaries to the success of brand marketing is being reflected in the formation of trade marketing teams.

The key drivers of this are threefold:

• The impact of channels on marketing performance
• The shift of power from brand marketers to retailers and other trade intermediaries
• The development and use of analytical and planning tools (e.g. category management) by large players

Audience

This is an entry-level course, so there are no formal pre-qualifications required. However, you will get the best out of the day if you have some experience of channel or brand marketing

Skills Gained

Many organisations face distribution challenges - getting their products on retailers' shelves, or even achieving the desired display. If this applies to your organisation, you will learn how to manage this better, by developing and delivering channel and key account plans that meet retailers' (or other intermediaries') requirements. This helps your organisation to focus marketing expenditure on what improves or delivers distribution.

You will understand the latest developments and challenges in trade marketing and see how these apply to you and your organisation through sharing experiences with peers in comparable organisations and through understanding the core principles of effective trade marketing.

Course Outline

• Determine the critical trade channel challenges facing brand marketers
• Match trade marketing planning and activities with brand marketing planning and activities
• Monitor channel performance to ensure strong channel relationships

Marketing Skills: Trade Marketing (1 day) / 1156