1. Shopping customers and powerful retailers, cut-throat competition
Retail & Trade Marketing
How do you get into the shopping consumer’s good graces? For whom?
Competition is fierce. Suppliers wrestle with tightening
margins and decreasing brand loyalty, while the battle • You are responsible for marketing consumer goods as a
among retailers has never been so tough. supplier or as a retailer (food or non-food).
• You are a subcontractor for those groups (an advertising
What should you do as a retailer or supplier to hold your or promotion agency, a consultant, etc.).
ground? Which strategy should you adopt in the fight for
the shopper? Added value for you and your company
The Retail & Trade Marketing programme makes sure you • You will acquire a thorough knowledge of retail and trade
are armed with the necessary foresight and resources. marketing.
• You will understand the difference between the consumer
as a shopper and as a user.
• You will grasp the sense and nonsense involved in striving
towards a win-win-win relationship between suppliers,
retailers and consumers.
Gino Van Ossel keeps close track of
what happens in the world of retail & trade

2. " From the programme’s broad spectrum emerge the missing links, which
in turn promotes creativity and helps generate new ideas. Gino has the
ability to deliver this in a dynamic and captivating way, thus avoiding tunnel
vision among retailers. The retail business model provides structure. On the
basis of up-to-date real-life examples, retail professionals have to face the
fact that, in addition to being retailers, they mainly are also shoppers for
other retailers. “
Tom Lambert – Sales Director, A.S. Adventure
Programme design Meet your faculty
You will be amazed by our keenness for practice. Departing from well founded • Prof Gino Van Ossel is an authority in
theory and concepts, we illustrate that with input from marketing practitioners Retail & Trade Marketing.
and case studies from many different sectors. • Patrick Molemans, Akzo Nobel, has
wide-ranging experience in developing
Our speakers play a prominent role in the day-to-day retail & trade marketing of partnerships, for the Levis brand among
top companies. Draw inspiration from your fellow participants. Interaction and others.
exchanging experiences will teach you a great deal. Together the programme
participants constitute a unique mix, including not only suppliers and retailers, PRACTICAL INFO
but also their subcontractors. The ideal blend for you to immerse yourself
entirely in the distribution and retail world. Dates and venues
4 days
And there’s more. Our programme also includes a retail safari, which provides Ghent Campus: 23, 30 April &
you with a fresh perspective on retail practices and loads of ideas on how to 7, 14 May 2013
improve them.
Language
Module 1: Retail Business Model Dutch
• What does the retailer’s business model look like? Fee
• How are the retail business drivers connected? € 3,095 (excl. 21% VAT)
• How can you, as a (branded product) manufacturer, respond to that?
Module 2: Shopper Marketing
• How do customers shop and which shopper segments exist?
• How can you influence buying behaviour by way of shopper marketing? This
includes both shop choice and product choice. The Vlerick Retail Platform
• How can we observe this in shops? Time for the retail safari!
Further improve your retail expertise:
Module 3: Category Management 4 afternoons for and by retailers.
www.vlerick.com/retailplatform
• How do you optimise the selling power of a single product category?
• Which instruments are available to analyse and map out the performance of a
product category?
• What are the roles of the retailer and the branded product manufacturer in all
of this?
Module 4: Cross-channel Management
• As a supplier, how do you deal with various distribution channels?
• How do you set up a cooperation with independent traders and chains?
• Shopper Marketing 2.0: How is the Internet influencing buying and shopping
behaviour? Apply now!
• How can you use the Internet in your cross-channel approach? What are the
consequences for retail marketing and for trade marketing? Please see Practical Info on the following
page, or visit:
www.vlerick.com/retailmarketing

3. PRACTICAL INFO
Registration Online registration: quick & easy!
Action! Register online.
Questions? Please contact:
Ghita Greef
Group Product Manager
T: + 32 9 210 98 94
F: + 32 9 210 97 28
ghita.greef@vlerick.com
Reep 1
9000 Ghent, Belgium
Your certificate
If you take part in one of our programmes, you are Register online via:
entitled to a certificate from Vlerick Business School.
www.vlerick.com/
If you successfully complete an Executive Master Class, marketingprogrammes
you can join the Vlerick Alumni Network, a worldwide
network of over 16,000 alumni in 100 countries.
Cancellation Financial benefits for you?
Consult our cancellation conditions at: • 10% discount for paying members of Vlerick Alumni
www.vlerick.com/conditions • SME portfolio: subsidies for Flemish SMEs.
• Vlerick Social Profit Grants for organisations active in
Our team is here for you the social profit sector.
You’ll find more info at: www.vlerick.com/benefits
Ghita Greef
Group Product Manager
T: + 32 9 210 98 94 Further improve your retail expertise:
ghita.greef@vlerick.com
• Vlerick Retail Platform
4 afternoons for and by retailers
Rian De Bruycker www.vlerick.be/retailplatform
Programme Advisor
T: + 32 9 210 98 84 • Vlerick Conversation Management Platform
rian.debruycker@vlerick.com Become a successful Conversation Manager:
4 afternoons filled with interesting conceptual
frameworks and practice-based examples.
www.vlerick.com/conversationplatform

4. Application form
Marketing & Sales
EXECUTIVE EDUCATION AND RESEARCH IN 2012-2013
MARKETING & SALES
Yes, I wish to apply for the following programme(s):
Introduction to Marketing Management Product Management
Retail & Trade Marketing Strategic B2B Marketing
Brand Management & Communication Executive Master Class in B2B Marketing & Sales
In addition, I wish to receive more information on the management programmes of
ENGLISH
Vlerick Business School that I have ticked on the reverse side of this form.
Name First name M F
Function
Company
Company address N° bus
Postal code City
Country
Telephone Fax
E-mail
Yes, I would like to stay up-to-date about the activities of Vlerick Business School via e-mail.
No, I do not want to receive information about the activities of Vlerick Business School via e-mail.
Home address N° bus
Postal code City
Country
Home telephone
Invoice to be addressed to:
Name First name M F
(Only fill the section below if different from company address above)
Address N° bus
Postal code City
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VAT n°
I am paying member of Vlerick Alumni and enjoy a 10% reduction on this programme
Date - - Signature
Please return this form BY FAX OR POST to:
Vlerick Business School, attn. Ghita Greef, Your contact details will be stored in a database of Vlerick Business School for
Reep 1, 9000 Ghent, Belgium, fax + 32 9 210 97 28 the purpose of keeping you updated on our activities. Pursuant to the Belgian
ghita.greef@vlerick.com Law on privacy (Wet tot bescherming van de persoonlijke levenssfeer ten
opzichte van de verwerking van persoonsgegevens) of 8 December 1992 you
You can also apply online at are entitled to inspection and correction of data related to you as kept by
www.vlerick.com/marketingprogrammes Vlerick Business School.

5. THE Programmes of
vlerick BUSINESS school
I would like to receive information on the following programmes (please tick).
Please return your contacting details to us by fax, e-mail or post.
General Management Operations & Supply Chain Management
Advanced Management Programme E Project Management D
International Management Programme E Purchasing Management E
Middle Management Programme D Operational Excellence E
Young Management Programme D & E Executive Master Class in Supply Chain Management E
Accounting & Financial Management Entrepreneurship
Understanding Annual Reports D & E KMO Challenge D
Mastering Costs and Budgets D & E KMO Excellence D
Fundamentals of Financial Management D & E Entrepreneurship for Managers D
Strategic Cost Management E
Valuation of Companies E People Management & Leadership
Executive Master Class in Controllership E The People Manager D
Executive Master Class in Corporate Finance E Executive Decision Making D
Executive Master Class in Financial Analysis How to Improve Your Emotional Intelligence D
and Asset Management E Inspiring for Change D
Negotiating to Create Value D & E
Human Resource Management Self-mastery D
HRM with Impact D Bestsellers read for you D
Compensation & Benefits D
Executive Master Class in Human Resource Management D Strategy
Strategy in Action E
ICT & Business Process Management
ICT-Management D Executive Master Classes
Business Process Management Workshop D & E Executive Master Class in B-to-B Marketing and Sales E
Excellence in Business Process Improvement E Executive Master Class in Business Process Management E
Executive Master Class in Business Process Management E Executive Master Class in Controllership E
Business Intelligence Workshop E Executive Master Class in Corporate Finance E
Executive Master Class in Financial Analysis
Innovation Management and Asset Management E
Strategising for Innovation E Executive Master Class in Human Resource Management D
Entrepreneurial Innovation E Executive Master Class in Innovation & Entrepreneurship E
Corporate Innovation Management E Executive Master Class in Supply Chain Management E
Executive Master Class in Innovation & Entrepreneurship E
MBAs
Marketing & Sales Full-time MBA E
Introduction to Marketing Management D Executive MBA E
Retail & Trade Marketing D Executive MBA in Financial Services & Insurance E
Brand Management & Communication D
Product Management D Masters
Strategic Business-to-Business Marketing D Masters in Financial Management E
Executive Master Class in B2B Marketing and Sales E Masters in General Management E
Masters in Marketing Management E
D Programme in Dutch E Programme in English
More information on www.vlerick.com