offer until July 31
8 online sessions
Introduction to the course Digital Trade Marketing Concept. Relevance Responsibility areas, objectives and differences vs Digital Marketing and other concepts
Use of Machine Learning and Artificial Intelligence to implement a Shoppers segmentation model based on profile, purchasing habits and online behavior.
Guest Company: Illumr (London)
Digital retail classification variables. Types of Stores: branded e-commerce, dropshipping, horizontal and vertical market-place. Types of clients: digital (pure player), physical and hybrid. Strategic Customers
Guest Company: Cazco Digital (Brazil)
Route to Market Digital models – direct and indirect. Integration with the physical model. Margin structure and price. KPI’s – cost of serving, delivery time, coverage and availability, quality of service. Basic and Value-added services.
Guest Company: Zalando (Germany)
Homogeneous product categorization between physical and online channels and stores, omnichannel pricing strategy, coverage and availability, space management, visibility and communication through all sales channels.
The Omnichannel Path to Purchase and the design of the experience in each stage of the process, from planning to after sales service. Tools and good practices (Showrooming, Webrooming, Augmented Reality, Beacons, Retail Apps, Retargeting, among others). The quality of service and customer care.
The integration of physical and digital promotions. More effective mechanics and promotional incentives for the Shopper and Customer. How to reduce or avoid abandonment of the online shopping cart, motivate to buy more, buy more expensive and more frequently.
TheAgile Digital Organization and the necessary integration between the commercial, logistical and technological functions. New processes and adjustment to existing ones. The design of the structure, the new positions Job profiles and new business capabilities.
TAKE ADVANTAGE OF PAYMENT OPTIONS
|Before 31Julio $256.00 USD1 to 19 August $288.00 USD3 Fees $107.00 USD4 Fees $80.00 USD6 Fees $54.00 USD|
Consultant, lecturer and graduate professor in LATAM and Europe with more than 30 years of experience in the area of Development of Management Models and More agile and efficient Commercial Organizations.
More than 25 years of experience in the commercial area in Latin America, Asia and Europe. Master in Digital Business and electronic commerce at ISDI Madrid, Harvard, Silicon Valey.
More than 25 years of experience in the commercial and marketing area in the Central America, Mexico and Caribbean region. MBA with specialization in Digital Transformation MIT / Digital Marketing Columbia University
More than 25 years of experience in the strategic planning area of Trade and Shopper Marketing throughout Latin America. Marketing and Behavioral Neuroscience Specialist
International Special Guests
One of the world’s largest specialized clothing and footwear platforms based in Berlin – Germany, which has been stood out in one of the most competitive sectors of the moment.
What are the secrets of the success of this “pure player”? Are we dealing with an advertising phenomenon or does Zalando really hide a first-class service?
One of the fastest growing marketplace platforms in Latin America, headquartered in Sao Paulo – Brazil. Its greatest strength is in the civil construction materials sector.
They offer all the services that a digital denecio needs to sell online.
What are your competitive advantages over other digital stores?; What are the main recommendations to increase the likelihood of success of a new digital store in the region?
illumr offers an exciting new Machine Learning and Artificial Intelligence solution for companies that need to understand the behavior patterns of their regular Shoppers and Consumers by analyzing their sales tickets.
We will see the actual case of application of data analysis with the application of its patented model extracted from more than a decade of academic research, which demonstrates the potential to segment with hypotheses free of human bias that are infinafiably more effective than those currently used by most mass consumer companies and retailers.
Is it easy to implement this model in my company?
Controlit, digitizes all processes to control them in real time and with meaning for your business. Eliminate spreadsheets and meaningless data, offering real-time alerts to changes in established standards.
We will present real cases of digitization of sales, distribution and logistics processes.
What are the benefits obtained?; What barriers make it difficult to implement?
Who is this course for?
- Consumer and Retail Industry
- Entrepreneurs who sell their products in physical and digital stores
- Sales Managers and Managers
- Trade Marketing Managers on the Online Channel
- Shopper Marketing Managers
- Key Account Managers
- Category Managers
The programs are structured in didactic units of 1.5 hours each, using the LEARNING BY DOING methodology, which combines theory and practice. All the learning tools and techniques used focus on real professional life.
Throughout the courses, the participant will work focused on the development of issues relevant to their industry or company.
- Synchronous online sessions (one per unit – biweekly periodicity)
- Synchronous sessions are recorded and posted on campus for students who are unable to attend live.
- Business cases and examples of categories close to the participants.
- Practical activities
- Guided discussion forum
- Additional resources like videos and readings
- Individual coaching sessions (30 minutes)
Days and Time
START: August 19
Classrooms every Wednesday and Friday
|UTC (Coordinated Universal Time)||14:00 a.m.|
|Central america||08:00 hs|
|CDMX, Pan, Col, Per, Ec||09:00 hs|
|Bo, Ven, RD, Par, Mia (Fl), Cl.||10:00 a.m.|
|Br, Arg, Uy||11:00 a.m.|