Short Courses - Retail Product Management (register online >>>)
The Caribbean Management Education Centre is pleased to announce the 2009 launch of Retail Product Management. This 3-day course offers practical methods for maintaining competitive strengths at all stages of the product life cycle and is designed for marketing managers, sales leaders and brand executives seeking new opportunities for business growth.
As with our Masters Programmes, tuition will be delivered by university professors who are specialists in their field. The workshop materials have been chosen for their particular relevance to the Caribbean business environment.
The fee for this 3-day course will be Bds $ 2,450.00. In addition to tuition, the fees will include:
- Textbook and manual
- Lunch and refreshments each day
- Certificate of participation on completion
We welcome your enquiries on this course which is available to participants from any organization/sector. However, this is a generic course which can be customized for a single organization’s specific needs. Feel free to contact Sophia Lewis directly at either of these telephone numbers (228-8716 or 228-9754)
Sincerely, Peter-John Taylor
Who Should Attend:
Brand managers,
Sales managers and Product Representatives, who will apply advantageous
product management methods to the improved achievement of their
marketing and business development objectives.
Participants will gain the following knowledge and ability
- To specify requirements for products based on internal profit & loss directives, strategic market analysis and customer feedback.
- To co-ordinate product planning with OEM (original equipment manufacturers) and technology partners or suppliers and support the sales department.
- To conduct market opportunity and competitive analysis.
- To manage the product life cycle from strategic planning to recommending tactical activities.
Company benefits of the course:
- Improved competitive position by delivering the right products on time, to the right market.
- Enhanced revenue assurance through closer integration of marketing plans and product P&L management.
- Better long-term outlook from improved, tightly focused product strategy.
register
online >>>
Retail Product Management Syllabus
Day 1 - Preparing Strategy
-
1. Supporting the vision and mission of a retail organisation
- 1.1. Defining the competitive set
- 1.2. Conducting market (industry) analysis
- 1.3. Assessing consumer behavior (profile analysis)
- 1.4. Setting marketing objectives
- 1.5. Designing marketing strategy (value proposition, differential advantage, value positioning, communication)
- 1.6. Establishing marketing programmes
Day 2 - Making Product Decisions
-
2. Designing the product mix
- 2.1. Defining basic product types and the product life cycle
- 2.2. Deciding the product mix, depth and width
- 2.3. Developing buyers’ assessment (selection) criteria
- 2.4. Determining the specifics of procurement from vendors
- 2.5. Defining and controlling the merchandise plan
- 2.6. Setting prices (objectives, demand, cost, competitors strategies, supplier considerations, pricing methods)
- 2.7. Managing prices (psychological pricing, one-price policy, price lining, and markdowns)
Day 3 - Driving Financial Performance
-
3. Aligning marketing strategy with financial
planning
- 3.1. Setting financial objectives
- 3.2. The usefulness of the profit model
- 3.3. Analysing product profitability
- 3.4. Improving financial performance (profit margin, assets, leverage)
- 3.5. Building customer relationships
- 3.6. The role and value of personal selling
- 3.7. The importance of the service selling cycle