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Executive Programme in Retail and Consumer Goods Distribution - 2
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Retail and consumer goods are changing. And will always be. But how can you grow your business in a sustainable way? By focussing on what really matters, with the right resources, and the right expertise.

The Executive Programme in Retail and Consumer Goods Distribution is the only programme in Europe that brings answers to all the questions that echoe in today’s retail and consumer goods business. This programme focuses both on physical retail and digital retail but also on brands, with special attention to digital, marketing and e-commerce topics. The Executive Programme in Retail and Consumer Goods Distribution also focuses on the resources you need to manage, in order to reach success : people, finance and a focus on “change” in retail.


  • Best academic knowledges in retail and consumer goods
  • Exclusive best practices brought by (inter)nationally renowned experts
  • Selected team of participants, fostering peer to peer interaction

14 days. 6 modules.

The Executive Programme in Retail and Consumer Goods Distribution offers you 14 days spread in 6 modules to reach out to the highest level on retail & consumer goods management.

MODULE 1 Manage change in retail & FMCG

The goal of this module is to help you acquire a global understanding of how change can be guided and executed in dynamic and competitive retail environments:

  • Digital challenges and opportunities,
  • New retail business models,
  • New forms of competition,
  • New consumer expectations, etc.

It is an integrative course that brings together the 3 key facets of change management:

  • head: developing a change strategy
  • heart: engaging stakeholders into the transformation
  • hands: planning an agile deployment

Topics covered:



Setting the scene of Belgian and European retailing: what are the main trends and main economic drivers in retail and consumer goods marketing

Why, how and where to create or to capture value? In a strategic context where major technological and sociological changes are happening.

Key ingredients of change management
* Formulating a 'strategy map' that surfaces the needed transformations * Positioning those transformations in the Business Model


Introduction - Must Win Battles

  • Formulating a 'stakeholders map' that surfaces promotors & detractors
  • Understanding your personal leadership style (push-build)
  • Influencing stakeholders

Day 2 AM

Introduction - Team Life Cycle - Roles & Responsibilities

  • Planning for change deployment
  • Synthesizing your change plans, using the ADKAR model

Day 2 PM

Integration exercise

  • Wrap-up / Conclusions to prepare the following modules

MODULE 2 Digital retail, e-commerce and omnichannel management

Beyond the buzzwords of omnichannel, customer centricity, we thrive for strategy and metrics in value creation in retail & consumer goods.

This three days module focuses on understanding and managing the new tools, the new channels, and the new ways of doing business in FMCG distribution. You will learn how to develop added commercial value through managing the Customer Journey.

DAY 1 - Customer Journey Management

  • Where and how to create pertinent value for the consumer at the moments that matter.

DAY 2 - Better organise your channels

  • E-commerce, marketplaces, shops and social media as retailing channels.
  • How to create a holistic dynamic, a real e-co-system? Creating web-to-store and store-to-web synergies.

DAY 3 - Supply chain, logistics and last mile

  • An unconvenient truth for marketers and sales managers in retail & consumer goods : Can we deal with it without losing money ? Monitoring your procurement chain performances through appropriate indicators.

MODULE 3 How to improve sales in retail and FMCG distribution today?

This module is meant to review all commercial practices in the distribution sector and the necessary changes thereto.


Purchase management, Trade marketing & category management

  • The relationship between retailers and brands

Managing a category

  • Objectives, tools and indicators

Strategic development of the assortment

  • Depth, width, price points, seasonal or permanent, basic or In & Out. A, B, C brands and retailers brands

Managing innovation

  • Day-to-day category management, trade marketing and commercial cooperation

Negotiating the purchase

  • The art of rebates, front and back margins and commercial cooperations

Trade marketing and relations with the suppliers and the selling floor

  • Effective Customer Response, ordering and reordering, rack jobbing, displays and other, etc.


Merchandising (with instore visits): the relevance of instore and on-line marketing, selling and communication. The shopper behavior of a Customer in a shopping mission How can merchandising techniques improve the selling out and the Customer satisfaction altogether?

Working on merchandising:

  • Assortment
  • Lay out and Customer flow management
  • Products display
  • Shopping atmosphere
  • Impact of technology on merchandising and merchandising techniques for e-commerce

Illustrated best practices in merchandising.

1⁄2 day store visits

DAY 3 - Improving sales to a multi-faceted Customer

  • How usage of communication technologies changes purchasing behaviors, on-line and off-line
  • Is the old rule « location, location, location » still valid?
  • Finding the good balance between technology efficiency and human contact in sales
  • Selling techniques that work in stores
  • Improving the shopping experience with human exchange, dialog and emotions
  • Organisation, motivation and performance management in store sales

MODULE 4 People management in a changing retail worl

The objective here is to sharpen up your leadership capabilities and your ability to manage human resources in a changing retail environment.


  • Introduction to human capital and its management
  • Developing the values and internal culture of a company
  • Competence management in a changing world
  • Managing the leadership in a company


  • Social Management in retail and consumer goods
  • Social negotiations in Retail, compared perspectives
  • Social climate management, social partners relations, management and prevention of conflicts negotiation and coaching of changes.
  • Planning and delegation
  • Managing evaluation, feed-back and recognition
  • Motivation management and conflict management
  • Development of teams (talent and competences) / Best practices in coaching the team and the individuals.

MODULE 5 Finance management and accounting control

The Financial Management module aims at introducing:

  • The fundamentals of financial analysis
  • Financial performance diagnosis
  • Financial planning
  • Financial issues in managing change


Understanding balance sheet and income statement Use and pitfalls of accountant and financial ratios Distinction between profit and value creation

The importance of cash in Retail:

  • Cash needs and cash management
  • Financial diagnosis and planning (part 1)


  • Financial Scorecards and financial dashboards
  • Cash flow statement
  • Financial diagnosis and planning (part 2)
  • Sustainable growth
  • Financial scorecards

Management Accounting and Control

Presentation of a modern management accounting control system by our guest speaker Pascal Landresse. A mobile suite of app’s to provide with adequate and efficient information as well to the management, the commercials on the field but also for the owners of affiliated stores.

Pascal Landresse is District Manager AD South at Delhaize and will present the mobile dashboarding strategy and tools aiming to manage about 600 affiliated stores (AD-PROXY- SHOP).

*MODULE 6 Developing a customer centric marketing! *

The objective of the module is to learn how to adapt your marketing strategies to the habits and behaviors of a connected, zapping, consumer.


Define your consumer

  • Understand the key step with practical examples of segmentation

Segmentation process: which criteria to use, example of tools and their application to the various retail sectors

How do you get there? Market research and data analytics. Understand the use of qualitative and quantitative research, panel data, data mining.

Which product and service to offer? And how to strategically develop your assortment to differentiate yourself from competition?

These themes will be addressed through case studies presented by our guest speakers.


Pricing strategies

  • How can you define pricing even if you are not a hard discounter?
  • Is discounting the only possible strategy today?

Communication strategies:

How to communicate with your target group:

  • Build a retail image inside and outside the venue.
  • Folders? Viral Marketing? Beacons?!
  • Use and abuse of social media
  • Do you only communicate on price?
  • The true efficiency of promotions
  • Is loyalty card the only option and how to exploit its potential? Case study

Who should attend

The programme is open for high potentials within large companies or SME with actual positions as middle management in retail or consumer goods industry, management in retail or consumer goods companies or experts looking for a jump in their career.

Key admissions criteria

  • University degree
  • At least 3 to 5 years profesional experience


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