Shopping customers and powerful retailers, cut-throat competitionRetail & Trade MarketingHow do you get into the shopping consumer’s good graces? For whom?Competition is fierce. Suppliers wrestle with tighteningmargins and decreasing brand loyalty, while the battle • You are responsible for marketing consumer goods as aamong retailers has never been so tough. supplier or as a retailer (food or non-food). • You are a subcontractor for those groups (an advertisingWhat should you do as a retailer or supplier to hold your or promotion agency, a consultant, etc.).ground? Which strategy should you adopt in the fight forthe shopper? Added value for you and your companyThe Retail & Trade Marketing programme makes sure you • You will acquire a thorough knowledge of retail and tradeare armed with the necessary foresight and resources. marketing. • You will understand the difference between the consumer as a shopper and as a user. • You will grasp the sense and nonsense involved in striving towards a win-win-win relationship between suppliers, retailers and consumers.Gino Van Ossel keeps close track ofwhat happens in the world of retail & trade
" From the programme’s broad spectrum emerge the missing links, which in turn promotes creativity and helps generate new ideas. Gino has the ability to deliver this in a dynamic and captivating way, thus avoiding tunnel vision among retailers. The retail business model provides structure. On the basis of up-to-date real-life examples, retail professionals have to face the fact that, in addition to being retailers, they mainly are also shoppers for other retailers. “ Tom Lambert – Sales Director, A.S. AdventureProgramme design Meet your facultyYou will be amazed by our keenness for practice. Departing from well founded • Prof Gino Van Ossel is an authority intheory and concepts, we illustrate that with input from marketing practitioners Retail & Trade Marketing.and case studies from many different sectors. • Patrick Molemans, Akzo Nobel, has wide-ranging experience in developingOur speakers play a prominent role in the day-to-day retail & trade marketing of partnerships, for the Levis brand amongtop companies. Draw inspiration from your fellow participants. Interaction and others.exchanging experiences will teach you a great deal. Together the programmeparticipants constitute a unique mix, including not only suppliers and retailers, PRACTICAL INFObut also their subcontractors. The ideal blend for you to immerse yourselfentirely in the distribution and retail world. Dates and venues 4 daysAnd there’s more. Our programme also includes a retail safari, which provides Ghent Campus: 23, 30 April &you with a fresh perspective on retail practices and loads of ideas on how to 7, 14 May 2013improve them. LanguageModule 1: Retail Business Model Dutch• What does the retailer’s business model look like? Fee• How are the retail business drivers connected? € 3,095 (excl. 21% VAT)• How can you, as a (branded product) manufacturer, respond to that?Module 2: Shopper Marketing• How do customers shop and which shopper segments exist?• How can you influence buying behaviour by way of shopper marketing? This includes both shop choice and product choice. The Vlerick Retail Platform• How can we observe this in shops? Time for the retail safari! Further improve your retail expertise:Module 3: Category Management 4 afternoons for and by retailers. www.vlerick.com/retailplatform• How do you optimise the selling power of a single product category?• Which instruments are available to analyse and map out the performance of a product category?• What are the roles of the retailer and the branded product manufacturer in all of this?Module 4: Cross-channel Management• As a supplier, how do you deal with various distribution channels?• How do you set up a cooperation with independent traders and chains?• Shopper Marketing 2.0: How is the Internet influencing buying and shopping behaviour? Apply now!• How can you use the Internet in your cross-channel approach? What are the consequences for retail marketing and for trade marketing? Please see Practical Info on the following page, or visit: www.vlerick.com/retailmarketing
PRACTICAL INFORegistration Online registration: quick & easy!Action! Register online.Questions? Please contact:Ghita GreefGroup Product ManagerT: + 32 9 210 98 94F: + 32 9 210 97 firstname.lastname@example.orgReep 19000 Ghent, BelgiumYour certificateIf you take part in one of our programmes, you are Register online via:entitled to a certificate from Vlerick Business School. www.vlerick.com/If you successfully complete an Executive Master Class, marketingprogrammesyou can join the Vlerick Alumni Network, a worldwidenetwork of over 16,000 alumni in 100 countries.Cancellation Financial benefits for you?Consult our cancellation conditions at: • 10% discount for paying members of Vlerick Alumniwww.vlerick.com/conditions • SME portfolio: subsidies for Flemish SMEs. • Vlerick Social Profit Grants for organisations active inOur team is here for you the social profit sector. You’ll find more info at: www.vlerick.com/benefits Ghita Greef Group Product Manager T: + 32 9 210 98 94 Further improve your retail expertise: email@example.com • Vlerick Retail Platform 4 afternoons for and by retailers Rian De Bruycker www.vlerick.be/retailplatform Programme Advisor T: + 32 9 210 98 84 • Vlerick Conversation Management Platform firstname.lastname@example.org Become a successful Conversation Manager: 4 afternoons filled with interesting conceptual frameworks and practice-based examples. www.vlerick.com/conversationplatform
Application formMarketing & Sales EXECUTIVE EDUCATION AND RESEARCH IN 2012-2013 MARKETING & SALES Yes, I wish to apply for the following programme(s): Introduction to Marketing Management Product Management Retail & Trade Marketing Strategic B2B Marketing Brand Management & Communication Executive Master Class in B2B Marketing & Sales In addition, I wish to receive more information on the management programmes of ENGLISH Vlerick Business School that I have ticked on the reverse side of this form.Name First name M FFunctionCompanyCompany address N° busPostal code CityCountryTelephone FaxE-mail Yes, I would like to stay up-to-date about the activities of Vlerick Business School via e-mail. No, I do not want to receive information about the activities of Vlerick Business School via e-mail.Home address N° busPostal code CityCountryHome telephoneInvoice to be addressed to:Name First name M F(Only fill the section below if different from company address above)Address N° busPostal code CityCountryVAT n° I am paying member of Vlerick Alumni and enjoy a 10% reduction on this programmeDate - - SignaturePlease return this form BY FAX OR POST to:Vlerick Business School, attn. Ghita Greef, Your contact details will be stored in a database of Vlerick Business School forReep 1, 9000 Ghent, Belgium, fax + 32 9 210 97 28 the purpose of keeping you updated on our activities. Pursuant to the Belgianghita.email@example.com Law on privacy (Wet tot bescherming van de persoonlijke levenssfeer ten opzichte van de verwerking van persoonsgegevens) of 8 December 1992 youYou can also apply online at are entitled to inspection and correction of data related to you as kept bywww.vlerick.com/marketingprogrammes Vlerick Business School.
THE Programmes ofvlerick BUSINESS schoolI would like to receive information on the following programmes (please tick).Please return your contacting details to us by fax, e-mail or post.General Management Operations & Supply Chain Management Advanced Management Programme E Project Management D International Management Programme E Purchasing Management E Middle Management Programme D Operational Excellence E Young Management Programme D & E Executive Master Class in Supply Chain Management EAccounting & Financial Management Entrepreneurship Understanding Annual Reports D & E KMO Challenge D Mastering Costs and Budgets D & E KMO Excellence D Fundamentals of Financial Management D & E Entrepreneurship for Managers D Strategic Cost Management E Valuation of Companies E People Management & Leadership Executive Master Class in Controllership E The People Manager D Executive Master Class in Corporate Finance E Executive Decision Making D Executive Master Class in Financial Analysis How to Improve Your Emotional Intelligence D and Asset Management E Inspiring for Change D Negotiating to Create Value D & EHuman Resource Management Self-mastery D HRM with Impact D Bestsellers read for you D Compensation & Benefits D Executive Master Class in Human Resource Management D Strategy Strategy in Action EICT & Business Process Management ICT-Management D Executive Master Classes Business Process Management Workshop D & E Executive Master Class in B-to-B Marketing and Sales E Excellence in Business Process Improvement E Executive Master Class in Business Process Management E Executive Master Class in Business Process Management E Executive Master Class in Controllership E Business Intelligence Workshop E Executive Master Class in Corporate Finance E Executive Master Class in Financial AnalysisInnovation Management and Asset Management E Strategising for Innovation E Executive Master Class in Human Resource Management D Entrepreneurial Innovation E Executive Master Class in Innovation & Entrepreneurship E Corporate Innovation Management E Executive Master Class in Supply Chain Management E Executive Master Class in Innovation & Entrepreneurship E MBAsMarketing & Sales Full-time MBA E Introduction to Marketing Management D Executive MBA E Retail & Trade Marketing D Executive MBA in Financial Services & Insurance E Brand Management & Communication D Product Management D Masters Strategic Business-to-Business Marketing D Masters in Financial Management E Executive Master Class in B2B Marketing and Sales E Masters in General Management E Masters in Marketing Management ED Programme in Dutch E Programme in EnglishMore information on www.vlerick.com