Boost your channel leadership


3 days in face-to-face: 17th-19th October 2018

Distance Learning (1 day equivalent): from the 1st of October to the 5th of November 2018


Channel design and relationship management are key choices for a successful value delivery to the customer. Wrong interpretations of emerging trends in the distribution and incorrect channel management choices can thwart the firm marketing strategy and the market success of its products or services.
This 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 practitioner experience and the most recent research on the field conducted by the SDA Bocconi Retailing Observatory. The main phases (from analysis of context to evaluation of performances) of the go to market process will be investigated.

Participants will find the answers to the following questions

  • How to reach customers effectively?
  • How to build a competitive advantage through channel management?
  • How to manage channel relationship effectively? Which are the best KPI to measure the effectiveness of channel management?


The program is designed for general managers, marketing and communication managers, trade marketing managers and retail managers, that are interested in broadening their horizons and implement advanced channel management activities.

"Really good. Smart professors, good course structure, nice class mates. After this program I've got a broader picture of the retail world. There are several tests that I plan to do. It's such an inspiring experience."

Denise Cumella, Opening Value - Owner, LUSH


PRE-COURSE ACTIVITY - From the 1st to the 10th of October 2018

Individual assignment on go to market KPI: rebuild of the participants’ company KPI to assess the go to market strategy. 

FACE-TO-FACE - From the 17th to the 19th of October 2018

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 Relationship Management

Distribution effectiveness: Performance metrics – Competitive and economic KPIs

Innovation through Channels: Multichannel & Omnichannel approach - Go to market & digital technology - Innovation Lab day - Mobile Channels


POST-COURSE ACTIVITY - From 22nd of October to 5th of November 2018

Individual assignment: participants select their key learning from the course and create their individual roadmap to implement the key learning in their activity.


  • Sandro Castaldo
    SDA Professor of Marketing. Scientific Director of the Channel & Retail Academy.

  • Monica Grosso
    Program Coordinator and Coordinator of the Channel & Retail Academy. SDA Assistant Professor of Marketing. Professor of Marketing at EmLyon Business School.

  • Lluis Martinez Ribes
    Associate Professor of Marketing at ESADE Business School.

Teaching model

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

Enrollment procedure

Please complete the enrollment request form, available on this web page, and mail or fax to:
SDA Bocconi School of Management
fax +39 02 5836.6833
email: cristiana.testa@sdabocconi.it
The final deadline for enrollment is 11th September 2018. Please see details in the enrollment form. 

Participation fee

€ 4.400 + VAT (if required) 

Special Payment Terms 

A 10% reduction on the program fee is offered to applications sent in by 2nd August, 2018.

Channel & Retail Acadeny

This program is part of SDA Bocconi School of Management Channel & Retail Academy (CRA) .