Empower your role in the distribution channels


5 days in face-to-face: 19-23 March 2018

Distance Learning (2 days equivalent): March-April 2018


Retail landscape is becoming more and more challenging. Retailers need managers with sector-specific competences to excel in a competitive arena.
The program examines the mechanisms, models, instruments, and essential innovations to provide an in-depth understanding of modern distribution and how it needs to be managed. With a world-class format and mix of content, participants in the Retail Manager course will have a unique educational experience of international scope, acquiring a comprehensive array of skills to meet management challenges in retail companies, as well as in manufacturing and services companies involved in the development and management of distribution channels.

Participants will find the answers to the following questions

  • How to successfully manage a retail company?
  • Which are the main strategic and operative choices in retail?
  • How to implement them?
  • Which are the main KPI in retail?


The program is designed for:

  • middle managers who have, or are about to have, trade-marketing and channel-management positions in manufacturing/services companies as it allows a deep understanding of client needs and behaviors.
  • talent managers and/or young executives geared towards positions in national and international retailers.


Retail strategy
- Analysis of the evolving retail environment
- Understanding the customer: shopping behavior analysis
- Market segmentation
- Targeting
- Positioning

Retail value proposition
- Retail communication & branding
- Private label management
- Assortment and category management
- Pricing policies and sales promotion
- In store marketing: merchandising & shopping experience
- CRM and loyalty management

Implementation & control
- HR organization fundamentals
- buying principles
- logistics & operation management
- retail finance & accounting principles
- competitive performance analysis

New frontiers of retail management
- How CSR is changing retailers' ways of doing business
- New technologies in the store
- channel partnership management
- Retail seminars and tours: what's new from practitioner
- e-tailing & multichannel integration


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

  • Sandro Castaldo
    Director of the Executive Education Open Programs Division, SDA Bocconi School of Management. SDA Professor of Marketing. Scientific Director of the Channel & Retail Academy.

At the last edition joined us:

  • John Blackburn | VP Distribution Sector - Growth Markets of IBM
  • Vanitha Narayanan | Regional General Manager - IBM India
  • Darshan Mehta | Managing Director - Reliance Brands
  • Marco Riggio | Managing Director - L'Oréal Luxury Products
  • Sumit Chandna | Chief Merchandising Officer - Aditya Birla Retail

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 5836.6835

The final deadline for enrollment is 27 February 2018.

Enrollment requests are reviewed on a rolling basis, those received after the final deadline may not be accepted. Please see details in the enrollment form.

Participation fee 

€ 3.500 + VAT (if required)

Scholarships: selective facilitated access to the executive education for talents

Thanks to ongoing relationships with Companies, some enrollments will be available at 50% or greater reduced fee. A committee will evaluate applications upon several merit-based criteria. If you want to apply for a scholarship, send your CV and a motivation letter to the program coordinator.

Special Payment Terms 

A 10% reduction on the program fee is offered to applications sent in by 5 February, 2018.

Channel & Retail Academy

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