Trade and Retail Marketing

Sustainable Development Goals (SDG)

• 12. Responsible consumption and production

Objectives

• Understand key concepts and core components of both trade and retail strategies.
• Understand the latest trends and technological innovations in the field.
• Being able to plan and develop marketing actions for traders and retailers in their different contexts.
• Develop the skills needed to manage and strategise the relationship between manufacturers and retailers

Learning outcomes

• Know the adaptations that the marketing environment is suffering, due to technological innovations and new trends; both in the new platforms of the digital environment and the profile of the new consumer that is emerging.
• Know the distribution channels, business negotiation criteria and leadership of your sales and reporting teams.
• Demonstrate skills for analysing situations from a global and comprehensive perspective by relating social, cultural, economic and gender elements, as appropriate.

Competencies

General skills

• Be able to analyse and summarise.
• Be able to communicate orally and in the languages of the community.
• Be able to organise and plan.
• Be able to use information: seek, analyse, select, organise and exploit information effectively.

Specific skills

• Be able to analyse and understand the operation of the market and its influence on the activities of a company.
• Be able to apply market research theory and instruments to implement business strategies.
• Be able to apply theoretical knowledge, skills and communication tools to create an integrated communication strategy for an organisation.
• Be able to devise and implement integrated marketing plans.

Basic skills

• Students can apply their knowledge to their work or vocation in a professional manner and have competencies typically demonstrated through drafting and defending arguments and solving problems in their field of study.
• Students can communicate information, ideas, problems and solutions to both specialists and non-specialists.
• Students have demonstrated knowledge and understanding in a field of study that builds on general secondary education with the support of advanced textbooks and knowledge of the latest advances in this field of study.
• Students have developed the learning skills necessary to undertake further studies with a high degree of independent learning.
• Students have the ability to gather and interpret relevant data (usually within their field of study) in order to make judgements that include reflection on relevant social, scientific and ethical issues.

Core skills

• Be a critical thinker before knowledge in all its dimensions. Show intellectual, cultural and scientific curiosity and a commitment to professional rigour and quality.
• Become the protagonist of one's own learning process in order to achieve personal and professional growth and acquire all-round training for living and learning in a context of respect for linguistic, social, cultural, gender and economic diversity.
• Display professional skills in complex multidisciplinary contexts, working in networked teams, whether face-to-face or online, through use of information and communication technology.
• Exercise active citizenship and individual responsibility with a commitment to the values of democracy, sustainability and universal design, through practice based on learning, service and social inclusion.
• Interact in international and worldwide contexts to identify needs and and new contexts for knowledge transfer to current and emerging fields of professional development, with the ability to adapt to and independently manage professional and research processes.
• Project the values of entrepreneurship and innovation in one's academic and professional career, through contact with a variety of practical contexts and motivation for professional development.
• Use oral, written and audiovisual forms of communication, in one's own language and in foreign languages, with a high standard of use, form and content.

Content

1. Trade marketing objectives
2. Advantages of trade marketing
   1. Optimise the supply chain, bullwhip
   2. Optimise rotation at the point of sale thanks to the improvement of the supply chain or supply chain
   3. Shopping marketing.
   4. Loyalty in the channel and point of sale
3. Face-to-face and digital trade marketing: Webrooming, showrooming
4. Optimal assortment
5. Pricing strategies by channel: Depending on the location of the channel, the type of store and the added value offered.
6. Point-of-sale promotions: promotions to encourage the purchase of the product, to announce new products or varieties or to move inventories
7. Visibility of products on the gondolas: Location on the gondola, special exhibitions, POP material and advertising at the point of sale
8. Quality of service at the point of sale in case of special exhibitions or promotion activities: Consumer information, consumer education on the benefits and uses of the products, training of the promotion staff, development of protocols and activation campaigns.

Evaluation

• Group work: sell-in presentation of a new product.
• Autonomous group work sessions: workshop assignments
• Observation of participation
• Specific individual assessment test

Methodology

• Work sessions of the whole class with the lecturer
• Work sessions in small groups with the lecturer
• Individual tutoring sessions with the lecturer
• Group tutoring sessions with the lecturer

Bibliography

Key references

• BSC MA PA BASHEER (2017). Trade Marketing Focus: Empower Key Influencing Factors. NA.
• Victoria Labajo González (2007). Trade marketing: La gestión eficiente de las relaciones entre fabricante y distribuidor (Empresa y Gestión) 7 mayo 2007. Piramide.

Further reading

Teachers will provide complementary bibliography and compulsory reading throughout the course via the Virtual Campus.