Marketing & Communication

Trade Marketing and Channel Management

For many consumer brands, winning in stores and with distributors is as important as winning consumers. This course covers trade marketing and channel management: channel strategy, distributor selection and management, trade promotions, in-store execution, category management with retailers and measuring trade spend effectiveness.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Trade spend is often large but poorly measured. You will learn to invest in channels where it creates the most value.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Channel analysis, promotion evaluation exercises, retailer case studies and distributor role plays.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Design channel strategies
Select and manage distributors
Plan trade promotions
Improve in-store execution
Collaborate with retailers on categories
Measure trade spend return

Target audience

Who should attend.

This course is suitable for:

Trade marketing managers
Channel and distributor managers
Key account managers in FMCG
Sales managers
Brand managers

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Channel strategy
Distributor management
Promotion planning
Retail execution
Trade spend analysis

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Channel Strategy

09:00–10:08Channel options
10:08–11:00Channel conflict
11:00–11:30Coffee break
11:30–11:45Channel conflict (continued)
11:45–12:53Strategy
12:53–14:00Exercise

Day 2Distributors

09:00–10:08Selection
10:08–11:00Agreements and targets
11:00–11:30Coffee break
11:30–11:45Agreements and targets (continued)
11:45–12:53Performance reviews
12:53–14:00Role play

Day 3Trade Promotions

09:00–10:08Promotion types
10:08–11:00Planning
11:00–11:30Coffee break
11:30–11:45Planning (continued)
11:45–12:53Evaluation
12:53–14:00Workshop

Day 4Retail Execution

09:00–10:08Shelf and display
10:08–11:00Merchandising
11:00–11:30Coffee break
11:30–11:45Merchandising (continued)
11:45–12:53Category management
12:53–14:00Case study

Day 5Trade Spend

09:00–10:08Measuring returns
10:08–11:00Optimising spend
11:00–11:30Coffee break
11:30–11:45Optimising spend (continued)
11:45–12:53Planning
12:53–14:00Action plan

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon UK certificate of attendance. Smart Horizon UK programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

Keep exploring

Your next horizon awaits.

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