Retail Marketing

Item: EL66

This course focuses on how retail marketing departments are typically structured and measured. Scroll down for course objectives and detailed content. The NASBA version of this class is eligible for 1.0 NASBA CPE credits.

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Description

Retail Marketing Course

This course focuses on how retail marketing departments are typically structured and measured and is part of the Fundamentals of Retailing suite.

Who Is It Suitable For?

This program is designed for:

People who sell or market to retailers, especially IT suppliers.
It will also benefit consumer goods manufacturers who sell directly to retailers and those who are involved in manufacturer Direct to consumer (DTC) operations.
Those who market to retailers to get their content specified in retail products
And is also valuable as part of induction training for retail management trainees and for retail IT teams and others who need to understand the retail business more fully.

Course Objectives

Upon completing this course, students will be able to:

Summarize how retail marketing departments are structured
Show how retail marketing departments are measured on their performance
Demonstrate how key marketing processes including Customer Relationship Marketing work.

Detailed Content

The detailed content includes:

Marketing organization structure
Marketing KPIs
Marketing activities
Customer Relationship Management:
- Loyalty vs retention
- Customers are not created equal
- Spending by decile
- Strategic CRM
- Segmentation by customer
- Customer analysis
Summary
Mastery test
Learners completing the mastery test and obtaining a 70% pass mark will also receive a mastery certificate upon completion.

Benefits of Studying This Program

Learners studying this program will gain familiarity with the retail industry faster, shortening their path to full productivity.

Customer Feedback

A survey of over 250 of our learners rated this class in response to 4 key questions as follows:

1. Has this course helped you achieve your personal goals?

2. Has this course helped you do your job better?

3. How likely would you be to recommend the course to a friend or colleague?

4. How would you rate the course overall?

Hours of Study

The average learner will complete this class in 1 hour.

Resources Included

The class includes the following downloadable resources for printing and review:

Summary of retail marketing
Decile analysis chart
Promotion types, objectives and success metrics chart
Omni-channel customer segmentation tool

Pre-Requisites Necessary

Learners without previous retail experience will benefit from studying the Retail Background and Trends module first.

After This Program

This program is a module from our Fundamentals of Retail training suite. Depending on your learning goals, you will most likely benefit from reviewing some of the other modules of Fundamentals of Retail.