Trade marketing
Maximizing Trade Marketing Effectiveness in an Omnichannel Market
The evolution of distribution channels and purchasing behaviors requires companies to rethink their trade marketing strategies from an increasingly integrated perspective. In a competitive omnichannel environment, enhancing the in-store experience, strengthening relationships with commercial partners and creating value across the entire distribution chain have become essential.
The program provides a comprehensive and up-to-date overview of channel marketing tools and levers, combining distribution strategies, in-store communication, category management and performance analysis. It offers an integrated approach to improving commercial effectiveness and the profitability of channel relationships.
This program will enable you to:
- Develop trade marketing strategies in an omnichannel environment, enhancing the offering and strengthening channel relationships.
- Design in-store communication and visual merchandising strategies to improve the shopping experience and brand value.
- Apply sell-out and category management principles to drive customer value creation through commercial activities.
- Assess customer and channel profitability by analyzing sales and marketing costs and developing dedicated profit and loss statements.
Is this program right for you?
This program is designed for professionals who want to deepen and broaden their knowledge of channel management.
It is particularly relevant for Trade Marketing Managers, Key Account Managers, Area Managers, Marketing Managers, Brand Managers and Category Managers who want to strengthen their capabilities in managing distribution channels and trade marketing activities.
At least five years of professional experience are recommended to make the most of the program.
Connect with our advisors
Learning is never linear. It takes shape over time, combining specific learning needs with practical tools matched to your own challenges.
Talk to our team of Program Advisors to identify the path that best fits your goals and find out how to build a broader development plan through the SDA Bocconi Executive Education Certificate.
Get in touch with Cristina Popescu
SDA Bocconi Executive Education Certificate
Your initial conversation with our Program Advisors helps shape your path, clarifying your goals and participation options. It is also the required first step toward earning the Executive Education Certificate.
The SDA Bocconi Executive Education Certificate is the formal recognition awarded upon completion of a learning plan designed around your managerial needs. With the Certificate, every program you attend becomes part of a broader design, built on your growth objectives.
What you will learn
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.
Online by design
The five dimensions of the online experience
The value of the learning journey comes from the integration of five dimensions. Each activity feeds into the next and supports learning throughout the program.
- Designed for digital
The program is designed for the online environment and harnesses its flexibility, continuity, interaction and opportunities for application. - Integrated learning journey
Live sessions, preparation, exercises, discussion and reflection form a coherent sequence: each activity prepares for, enriches and consolidates the others. - Co-created value
Participants bring their experience, questions and professional challenges, contributing to their own learning and that of others. - Research turned into practice
Content and tools are grounded in research, Faculty experience and engagement with companies, institutions and managers. - Impact at work
Learning is progressively applied in the orofessional context, generating new insights to bring back into the learning journey. - SAIL · Smart AI Learning Assistant
It clarifies doubts, proposes tools and ideas, and offers feedback during the various stages of the program.
With us, the program becomes reality
The Program Management team supports participants from enrollment through to the end of the program, coordinating and managing every organizational aspect.
Information
Fee
€ 2.700 + VAT
The fee is exclusive of VAT.
Contacts
Program Advisor
Cristina Popescu
tel. +39 02 5836 6605
cristina.popescu@sdabocconi.it
Program Manager
Diana Nasreddin
tel. +39 02 5836 6605
diana.nasreddin@sdabocconi.it
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 2028 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.
The brochure walks you through the program and the SDA Bocconi experience. Inside you'll find:
The full calendar
The application process
Participant stories
The campus experience
