Trade marketing
Dal category management all’In-Store communication
Maximizing the effectiveness of trade marketing in an omnichannel marketplace
Trust and relationship. Two ingredients that are "ancient" and at the same time as relevant as ever for a recipe for success in marketing that targets the consumer as well as the end customer. In today's markets, populated by increasingly fierce competitors and with ever-evolving sales channels that are increasingly integrated in an omnichannel logic, it is imperative that trade marketing management models and techniques focus on strategic and retailing mix levers in order to create trusting relationships based on relationship marketing.
The Program offers a comprehensive and up-to-date overview of the main tools of channel marketing. It enables a full understanding of the point-of-sale shopping experience within an omnichannel context to identify different customer expectations and enhance the overall offering. From understanding the dynamics, to acquiring techniques, to defining trade marketing roles, the course addresses all relational processes, delving into methodologies, tools, stimuli and innovative solutions to maximize efficiency and effectiveness from a channel relationship management perspective.
Who should apply
The program is aimed at professionals who wish to deepen and broaden their knowledge in channel management.
The program is open to trade marketing managers, key account managers, area managers, marketing managers, brand managers and category managers.
To take full advantage of the program's potential, it is preferable to have at least 5 years of professional experience.
SDA Bocconi Executive Education Certificate
To navigate the evolution of the macroeconomic landscape and organizations, it is essential to broaden your managerial skills. Education plays a central role in this process. Together with our Program Advisors, you can design the learning path that best suits your needs, choosing from various formats to shape your professional growth.
Program Advisory
Learning is never a linear journey—it is a path built together, combining specific learning needs with practical tools tailored to individual challenges. Contact our team of Program Advisors, and together we will design the ideal learning path for you or your team, ensuring alignment with your goals.
Your benefits:
A dedicated orientation meeting, either in-person or remotely, to identify learning needs and create a customized plan. Throughout the course, you will experience a tailored welcome to introduce you to the program and foster networking between participants and instructors. Upon completion, your evaluation will become a valuable contribution for continuous improvement of the offering.
How your organization benefits:
Advisory on the program with HR managers to analyze organizational needs and develop personalized projects. Ongoing progress monitoring and a final follow-up to share results and gather feedback, ensuring constant alignment with pre-set goals.
Get in touch with Cristina Popescu
Structure and content
The program consists of 3 pillars, with a total duration of 40 hours. The training is aimed at maximizing participant engagement through alternating synchronous ("live") and asynchronous (independently usable by participants) sessions.
In-store brand equity: the design and management of point-of-sale communication
Trade marketing as a source of customer value
The integrated analysis of business performance
Calendar and information
Calendar
- 06 ottobre 2026Online Live12:15 - 14:15
- 06 ottobre 2026Online Live14:30 - 16:30
- 08 ottobre 2026Online Live14:30 - 16:30
- 12 ottobre 2026Online Live14:30 - 16:30
- 15 ottobre 2026Online Live14:30 - 16:30
- 19 ottobre 2026Online Live14:30 - 16:30
- 22 ottobre 2026Online Live14:30 - 16:30
- 26 ottobre 2026Online Live15:30 - 17:30
- 02 novembre 2026Online Live15:30 - 17:30
- 05 novembre 2026Online Live13:15 - 15:15
- 05 novembre 2026Online Live15:30 - 17:30
- 12 novembre 2026Online Live15:30 - 17:30
Asynchronous
16 hours
(estimated time) of activities to be completed in the indicated period
Fee
€ 2.500 + VAT
The fee is net of VAT but includes teaching materials and working lunches.
Special payment terms
Bocconi Alumni
Bocconi Alumni are entitled to a 20% reduction on participation fees. To take advantage of the discount, please enter your Alumnus status when registering by indicating “ALUMNI 20” in the notes section. Remember that without this indication, the discount will not be applicable.
Women are good for business
To foster and contribute to women’s professional development, SDA Bocconi School of Management offers them until 8 March 2027 a 20% discount on the participation fee for all Executive Open Programs and Executive Online Programs.
Multiple enrollments
Companies, institutions and public bodies that enroll at least 3 participants in a single program are granted a 20% discount for each registration fee. The concession is not applicable for personal enrollment and must be formalized by the start date of the course.
Corporate education programs
In the case of learning needs involving several resources of the same company enrolled in more than one program, it is possible to define a customized plan from the specific needs of the organization. In this case, our Program Advisors are available to build with the client organizations ad hoc training plans with special pricing.
Partnerships and channel agreements
SDA Bocconi offers the possibility to initiate collaborations that allow them to expand the portfolio of educational trainings to be offered to their members. In this case, the School is available to evaluate partnerships and channel agreements so as to respond in a timely manner to the specific needs of the organization.
By attending at least 80% of the classes, you will receive a certificate of participation in the program and a digital badge to share with your network on LinkedIn.
Program direction
