Trade Marketing & Sales Management

Competing in mass retail trade

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

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:

  • Industry – Distribution Report
  • Trade marketing
  • Sales Management
  • Category Marketing
  • Shopper Marketing
  • Digital Shopper Marketing
  • Private Label & Brand strategy
  • Negotiation
  • Leadership and management of employees

Course dates are:

  • 6-7-8 February 2020
  • 6-7 March 2020
  • 27-28 March 2020
  • 17-18 April 2020
  • 8-9 May 2020
  • 11-12-13 June 2020

Online activities are planned from December 2019.


The teaching staff is enriched by speeches and testimonials from business managers and business consultants.



  • The industry-distribution relationship: dynamics, contents and relational approach
  • Industry market policies

  • Role and targets
  • Analysis, strategies and levers of the action plan
  • The customer’s income statement
  • The execution and control stage

  • Definition of category
  • Category analysis
  • Strategic choices
  • The category marketing mix

  • Shopper Marketing: definition, contents and framework
  • Strategy and proposition
  • Execution
  • The market research activities on the shopper
  • Shopper cycle and communication

  • Development and role of the Private Label
  • The competition between brand and Private Label
  • The marketing policies of the brand as a response to the private label

  • The sales process
  • Targets, strategy and management
  • Customer and field sales management

  • The negotiation context
  • The behavioral dynamic in the different types of negotiation
  • Negotiation phases

  • Being a leader
  • Leader: the different types
  • Managing the team

Marketing policies and approaches to category management Category analysis: methods and analytical tools on shoppers and category performance Category strategic choices Category marketing mix: assortment, pricing and promotions, display, communication Distributor decision logic and criteria Industry point of view and options

The negotiating context Behavioral dynamics in diverse negotiation scenarios Key behaviors of negotiators Negotiation phases

Structure organization Commercial strategy and policy Resource and land management Integration with the supply chain Point of sale management

Key dynamics in the industrial and distribution sectors The industry-distribution relationship: content and approaches Market policies and supply chain management

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

Role and objectives Trade marketing analysis in a changing environment Trade marketing strategies and action plan hot buttons The execution and audit phase: from the company dashboard to the client scorecard to succeed in follow-through

Interactive simulation of business dynamics between industry and mass-market distribution.

Learning method

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:

Fondimpresa - for middle managers / middle management
Fondo Dirigenti PMI - for managers of industrial SMEs
Fondirigenti - for managers
Fon.Coop - for cooperative companies







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).


At the end of the course, a participation certificate is issued (upon reaching 80% of classroom hours).
The documents used in the classroom and any further reading or exercises will be uploaded to our platform, whose credentials will be delivered in the classroom.
Should a group of colleagues wish to participate in the program, it is possible to contact the Program Manager to evaluate an ad hoc participation price.
Our short courses do not require a specific course of study. It is important to have a few years of work experience behind you that can help you, inside the classroom, by bringing real cases dealt with and solutions adopted during your work.


Valentina Lodi
Valentina LodiManager della Formazione

Phone: +39 051 2090143


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