Retail Sales Management

Objectives:

• Acquiring and deepening knowledge of distribution channels as part of the marketing mix with a focus on retail trade. 
• Understanding the overall picture of the distribution in Europe and Spain, to get to know the distribution channels, its characteristics and current trends, to address implantation techniques of retail trade and the techniques of merchandising.

Content:

• The distribution of marketing mix variables: Definitions and concepts. Strategic decisions regarding the choice of appropriate distribution channels.
• Differences between trade and retail management.
• Different types of distribution channels. 
• Marketing management at the POS: merchandising as a sales technique, window dressing, shop floor profitability.
• Franchising as an alternative to retail trade.