Khóa Học Foundation of Trade Marketing Cùng Đào Trọng Lượng

Share Khóa Học Foundation of Trade Marketing Cùng Đào Trọng Lượng

Share Khóa Học Foundation of Trade Marketing là khóa học cung cấp cho học viên một nền tảng vững chắc về Trade Marketing (hay còn gọi là Customer Marketing và Shopper Marketing). 

Bạn Sẽ Học Được Gì Từ Khóa Học

Hiểu rõ nền tảng và vai trò của Trade Marketing

Nắm vững quy trình Trade Marketing Framework

Hiểu 3 nhóm đối tượng và 4 bước lập kế hoạch

Gắn kết đội ngũ – Lôi kéo khách hàng – Đo lường hiệu quả

Nội Dung Khóa Học

Buổi 1 – Consumer & Shopper Journey
1.1 – Course Introduction
1.2 – Consumer & Shopper Journey
1.3 – Lecturer Slides (P1)
Buổi 2 – Why do we need Trade Marketing?
2.1 – What is Trade Marketing?
2.2 – Why do we need Trade Marketing?
2.3 – What exactly Trade Marketing doing?
Buổi 3 – Phase 1: Understand 3 Key Stakeholders (P1)
3.1 – Trade Marketing Plan Framework
3.2 – Understand Your Category & Brand
3.3 – Lecturer Slides (P2)
Buổi 4 – Phase 1: Understand 3 Key Stakeholders (P2)
4.1 – Understand Your Shopper: Shopper Insight
4.2 – Understand Your Shopper: Target Shoppers & Experience
4.3 – Understand Your Shopper: Triggers & Barriers
4.4 – Understand Your Shopper: Shopping Mission
4.5 – Reference – Shopper Marketing
Buổi 5 – Phase 1: Understand 3 Key Stakeholders (P3)
5.1 – Understand Your Channel: Channel Definition, Channel vs Route To Market
5.2 – Understand Your Channel: Channel Segmentation – Principles
5.3 – Understand Your Channel: Channel Roles & Prizes
5.4 – Understand Your Channel: Channel Prioritization
5.5 – References – GT Channel: Shoppers vs Retailers
5.6 – References – GT Channel: Nielsen Tradition Trade Report 2015
5.7 – References – MT Channel: The Growth of mina markets & convenient stores
5.8 – References – MT Channel: Nielsen Global Retail Growth Strategies Report
Buổi 6 – Phase 2: Develop Channel Marketing Plan – Step 1: Channel Analysis
6.1 – 4 Steps Introduction
6.2 – Step 1.1: In-store Audit
6.3 – Step 1.2: Detect The Channel I&O
6.4 – Lecturer Slides (P3)
Buổi 7 – Phase 2: Develop Channel Marketing Plan – Step 2: Channel Objective
7.1 – Step 2: Channel Objective (Channel J2BD)
Buổi 8 – Phase 2: Develop Channel Marketing Plan – Step 3: Channel Strategy
8.1 – Step 3: Channel Strategy
Buổi 9 – Phase 2: Develop Channel Marketing Plan – Step 4: Channel Marketing Plan (P1)
9.1 – Step 4.1: Availability – Definition
9.2 – Step 4.1: Availability – Location On-Shelf
9.3 – Step 4.1: Availability – Putting Category Driving Segments In Hotspots
Buổi 10 – Phase 2: Develop Channel Marketing Plan – Step 4: Channel Marketing Plan (P2)
10.1 – Step 4.2: In-store Communication – Where
10.2 – Step 4.2: In-store Communication – What & How
Buổi 11 – Phase 2: Develop Channel Marketing Plan – Step 4: Channel Marketing Plan (P3)
11.1 – Step 4.3: Offer – Planning Your Offer
11.2 – Step 4.3: Offer – Promotion Type
11.3 – Develop Channel Marketing Plan
11.4 – Master Activity Calendar – Template with example
Buổi 12 – Phase 3: Engage Stakeholders
12.1 – Engage Sales Team
12.2 – Engage Customer
12.3 – Lecturer Slides (P4)
Buổi 13 – Phase 4: Measurement & Tracking
13.1 – Measurement & Tracking