2023 Marketing in Retail Programme

The LBS Marketing in Retail Programme is for mid-level and senior managers with strategic, marketing or commercial responsibilities in retail-facing (key account managers, commercial managers and sales executives) and non-retail facing (brand marketers, category managers, shopper marketers) businesses.
Brand and retail managers are eagerly searching for critical skills needed to turn the COVID-induced new normal into an advantage for their businesses. This programme will help participants to develop their transformation strategies for marketing in retail by exploring the core concepts and tools for boosting customer engagement and sales.

Programme Objectives

Retail within the past two years is evolving at an unprecedented pace requiring that retail chains must be more resilient, creative, and focused on their marketing strategies. Sales and marketing managers need to acquire the necessary skills to attract customers and boost sales in changing times.

Participants in this programme will learn the following:
1. How to profile and segment customers for their companies.
2. How to execute an experiential consumer journey.
3. How to integrate seamlessly offline and online marketing channels for high customer engagement.
4. How to track their emotional intelligence and self-leadership skills for managing demanding customers.
5. How to make accurate marketing and sales forecasts for the period.
6. How to evaluate their route to market strategies for greater sales enablement

Targeted audience

Marketing in Retail Programme is for mid-level and senior managers with strategic, marketing or commercial responsibilities.
Eligible participants include the following:

  • Channel Managers
  • Product Managers
  • Sales managers
  • Relationship Managers
  • Account Managers
  • Marketing Managers
  • Brand Strategy Managers
  • Marketing Strategy & Planning Managers
  • Heads of Brand Management
  • Trade Marketing Managers
  • Business Development Managers
  • Heads of Strategic Projects
  • Commercial Planning Managers
  • Non-Marketing Managers who wish to boost their marketing skills

Delivery mode: Hybrid

Module 1:Personal Transformation

Module 2: Strategic Issues for Boosting Marketing in Retail

Module 3: Marketing in Retail Capstone Project