Retail Marketing & Marketers Management

Day 1: BUSINESS MANAGEMENT & ADMINISTRATION

• Retail marketing organization; structure, reporting, spans of control.

• Business environment; factors in a business location.

• Planning and forecasting in business, the business plan; starting or taking over a business.

• Budgeting and budgetary control.

• Management of marketers: recruiting, selecting, inducting, training, controlling, remunerating.

• Motivation, human resources; health, and safety in the workplace, communication, job analysis.

• Principles of marketers, sales and marketing management, market research, sales promotion.

• Prices and pricing policy.

• Office management, office organization, set-up, equipment, data, and information.

Day 2 & 3: RETAIL MARKETING MANAGEMENT & CUSTOMER RELATIONS

• Scope and concepts of retail marketers & product management

• Products, retail product sectors, strategic project factors

• Retail product management: process and people

• Traditional and contemporary retail marketing

• Understand category management, product category lifecycles

• Evaluating and monitoring marketers and developing them

• Managing the response to sales and marketers

• Allocating retail marketers to products - a planned framework

• Practical and customer considerations in space management and allocation

• Retail store and outlet design, materials, atmosphere, lighting, signs

• Store image, location, life-styling, and strategic factors

• Communicating the product offer, communication channels, advertising

• Evaluating retail product management performance

• Assessment of profitability, sales, productivity, cost reduction, negotiation, quality performance

• Ethical retailing and customers, sustainable and ethical product management and supply

Day 4: SALES MANAGEMENT & MARKETING

• The principles of selling and salesmanship - achieving sales, income, profit.

• Internal sales personnel and commercial traveling salespeople.

• The methods of selling: creating interest, giving demonstrations, making sales transactions.

• Types and categories of consumers, commercial, and corporate buyers.

• Making ongoing sales, building customer relationships, generating and following up sales leads. 

• Building effective sales teams, setting and monitoring sales targets, deciding upon sales areas.

• The organization and control of sales teams, and the special issues regarding traveling salesmen.

• Segmentation of markets, the role of brands, psychology in sales and marketing for marketers

Day 5: ADVANCED MANAGEMENT & ADMINISTRATION THEORY & PRACTICE

• Mission, vision, values, MBWA.

• Motivational theory: human relations, social psychology; self-realization, motivation-hygiene, expectancy theory. 

• The theories of Argyris, Maslow, McGregor, Likert, Herzberg, Vroom, Handy; intrinsic and extrinsic factors.

• Leadership theory: traits, style, contingency; theorists. 

• Building and developing workgroups, group behavior, norms, cohesiveness.

• Managing change, creating, and managing culture.

• Strategic management; the theories of Chandler, Andrews, Porter, SWOT.

• Environmental and competitive barriers to entry, industrial competitiveness.

• Corporate objectives, policies, business ethics, social responsibilities.