The course aims to provide in-depth and interdisciplinary training on the topic of the evolution of supply chain relations, marketing strategies and policies of industrial companies and the innovation of marketing levers in modern retailing.
Course program
- Evolution of relations between industrial and commercial enterprises;
- Origin and development of trade marketing;
- Trade marketing;
- Development and relevance of modern trade;
- The marketing levers of modern trade;
- Trade marketing levers and tools (category management, trade negotiation, store management, key-account management; quality discrimination of sales policies, integrated logistics, etc.)
- Retail marketing;
- Retail marketing levers (assortment, location, sales format and concept, merchandising, trade pricing, etc.);
- The strategic role of private label (MDD);
- The role of new digital technologies: e-grocery, metaverse and artificial intelligence.
