GO TO MARKET

Calendar
17th - 19th October, 2012

Channel design and relationship management are key choices for a successful value delivery to the customer. Wrong interpretations of the emerging trends in the distribution and incorrect channel management choices can indeed thwart the firm marketing strategy and the market success of its products or services.

Objectives
The program will adopt a strategic and international perspective to provide an in-depth assessment of the key issues to be taken into account in managing distribution channels. Participants will have the opportunity to be updated on current innovative techniques and best practices in channel design and relationship management as emerging from practitioners experiences and the most recent researches on the field conducted by the SDA Bocconi Retailing Observatory. The main phases (from the analysis of the context to the evaluation of the performances) of the go to market process will be investigated.

Target
General managers, marketing and sales directors, trade marketing managers and retail managers, that are interested in broadening their horizons and implement advanced channel management approaches.

Content

• Analysis of the context: Emerging trends in retailing - Shoppers insight - Innovative positioning & distribution formats

• The role of channels in building a competitive advantage: Channels role in today’s economy - Channels relevance in the firm’s (marketing) strategy - Innovating through channels

• Go to market strategy: Key go to market choices - Multichannel management - Emerging channels

• Channel management: Conflict and power management - The co-opetitive perspective - Brand management in advanced channels (Retail branding and private labels)

• Distribution effectiveness: performance metrics – competitive and economic KPIs

Teaching model
The course wants to represent a stimulating forum for senior executives. Lecturers, guest speeches and practical case discussions are designed to maximize the level of interaction and opinions exchange with expert professors, guest speakers and among participants themselves.

Program Director Monica Grosso

This program is part of the Channel & Retail Academy (CRA)

With the participation in the program, you will have the right to join our Marketing Community for one year as a benefit

Enrollment procedure
Please complete the enrollment form, available on this webpage, and mail or fax to:
SDA Bocconi School of Management
fax +39 02 5836.6802
email: corso.valli@sdabocconi.it
The final deadline for application is 27th September, 2012
Applications are reviewed on a rolling basis, those received after the final deadline may not be accepted.
Please see details in the application form.

Participation fee
€ 3.000 + VAT (if required)

Special Payment Terms
A 10% reduction on the program fee is offered to applications sent in by 18th August, 2012.