Trade Marketing and Sales Management were designed to help companies operating in the mass retail trade, to be more effective in managing their distribution channels.
The course allows those who are in charge of sales and marketing in mass retail trade companies to embrace a spirit of partnership with their customers, on the one hand honing their negotiation skills and on the other improving marketing and sales policies.
The advantages of having better relationships with distributors are reflected in the sales performances, with a clear economic return. The development of shopper marketing activities allows both producer and distributor to create value intervening along the consumer purchase process.
Those who attend the course wish to improve their skills also thanks to the exchange of views and opinions with university professors, managers and corporate consultants working in this industry. Together with them, participants will discuss significant experiences for different types of business.
The program consists of 14 days of classroom activities divided into 5 full-time residentials lasting 2/3 days, that allow participants to acquire the skills and tools to hone their approach to distribution market, sales techniques, managing category management and shopper marketing activities.
The teaching approach features a balance between theory and corporate experiences, with individual and group interactive activities, that stimulate the critical analysis of problems and the search for solutions applicable to the reference context.
To become more aware of the tools that create value in the management of the distribution channels and the point of sale, contact the course director.
Francesco De Rose
Director of Studies
" Combining theory and corporate experience, the course provides methods, tools and contents to support the companies wishing to strengthen their market policies towards the retailer and the consumer-shopper. "
The course has a duration of 5 months and includes moments of residential learning full time. There will be 14 classroom days divided into 6 residential days.
The program is structured in 9 teaching modules:
Course dates are:
Online activities are planned from December 2019.
The teaching staff is enriched by speeches and testimonials from business managers and business consultants.
The boundaries of shopper marketing: definition, content and spheres of actio
The business process and its integration with marketing plan
Creating a winning shopper marketing campaign
From the shopping experience to a rise in sale
Enhancement of the brand at the point of sale
Participants will be involved in individual and group interactive activities: role play, exercises. The role of the teachers will be mainly to facilitate the critical analysis of the problems and to encourage the acquisition of methodologies and tools applicable to the context of reference. Participants in the Trade Marketing & Sales Management Program will have the opportunity to discuss in the classroom with teachers from different backgrounds: business managers, university professors, management consultants, with whom you can discuss best practices of different businesses.
Networking takes place between students of the same class, between participants and lecturers, as well as with students from other courses or previous editions of the same program.
Over the years, our partners have been constantly involved in the various activities that make up the structure of our programs. Companies belonging to our network participate in project work and master classes; they actively contribute to introducing guest speakers and organizing company visits. Our partners are our first supporters: they sponsor various scholarships, host internships for students and provide professional opportunities for graduates. The partner companies of Bologna Business School are:
Aeroporto G. Marconi Assicoop Bologna Metropolitana Automobili Lamborghini Bologna Fiere Brevini Power Transmission Camera di Commercio di Bologna Camera di Commercio di Ferrara Camera di Commercio di Forlì-Cesena Camera di Commercio di Modena Camera di Commercio di Rimini Camst Carpigiani Group Cassa di Risparmio in Bologna Confcommercio Emilia Romagna Confindustria Emilia Romagna Coswell Datalogic Ducati Motor Holding Enel Engineering Ingegneria Informatica Expert System Falorni Fastweb Ferrarelle Ferrari Ferretti Group Finalma Fondazione Carisbo Fondazione Cassa Risparmio Cesena Fondazione Cassa Risparmio di Cento Fondazione Cassa Risparmio di Imola Fondazione Cassa di Risparmio di Carpi Fondazione Cassa di Risparmio di Ferrara Fondazione Cassa di Risparmio di Padova e Rovigo Fondazione G. Marconi Fondazione IBM Italia Fondazione Isabella Seràgnoli Fondazione del Monte di Bologna e Ravenna Fondazione per la Collaborazione tra i Popoli Food Trend Foundation Furla Google Italia Granarolo GroupM Gruppo Coesia Gruppo Sistema H-ART HSPI Haworth Hera Horsa IBM Italia IMA Iconsulting Intesa San Paolo KPMG Advisory Laboratori Guglielmo Marconi Landi Renzo Legacoop Bologna Lighthouse Manutencoop Mape Maps Masai Italia Maserati Microsoft Italia Montenegro N.C.H. Nuovi Cantieri Apuania Olidata Onit Group Opera Santa Maria del Fiore Philip Morris Italia Poltronesofà Regione Emilia-Romagna Ricoh S.E.C.I. Gruppo Industriale Maccaferri SAP SCS Consulting STMicroelectronics Schneider Electric Seps Technogym Teuco The Boston Consulting Group Toyota Material Handling Italia Trevi Group Umberto Cesari UniCredit Unieuro Unindustria Bologna Unipol Vem Sistemi Veronesi Viabizzuno Videoworks Volvo Car Italia WPP Italia Yoox Net-A-Porter Group
The registration fee for the program is 4,800 euros (plus VAT) to be paid by the start date of the course.
There are special fees for early registrations.
The fee includes attendance at the program, all study materials available through the online platform and access to Bologna Business School services, which include: Alma personal wi-fi account, use of Computer Lab PCs, use of study areas and access to the internal gym. A large free car park is available in the school park.
Discounts are available:
- for Business Network companies;
- for Alma and Profingest Alumni;
- for groups of at least 3 people.
Alumni and companies can check the availability of vouchers at the Interprofessional Fund of reference:
The course is reserved for a maximum of 25 participants with at least 2 years of work experience.
To register, simply download the registration form and send it by email or fax (051 2090112).
Faculty members at Bologna Business School work together offering outstanding teaching standards. An international and interdisciplinary approach is guaranteed by a joint team of distinguished national core professors, adjunct, visiting professors, guest speakers and top managers.
Bolton Alimentari Spain
Francesco De Rose
Kantar Retail Southern Europe
Bologna Business School
Full Professor of Economics and Business Management
University of Bologna
Kantar Consulting (UK)