Category Management Course

Lesson 1 • What Is Category Management

Defines category management and distinguishes it from traditional buying. Establishes the conceptual baseline for the entire course.

Lesson 2 • The Category Management Process Model

Introduces the eight-step category management process as a structured framework. Provides the roadmap that learners will apply throughout the course.

Lesson 3 • Key Metrics and Performance Language

Introduces the core performance metrics used throughout category management. Ensures that learners can interpret data in subsequent chapters.

Lesson 4 • Defining and Structuring Categories

Explains how to define category boundaries and build logical product groupings. Directly enables the category definition step of the process model.

Lesson 1 • Translating Insights into Category Opportunities

Converts raw shopper data into identified gaps and growth opportunities. Bridges research findings to the category assessment step.

Lesson 2 • Shopper Research Methods

Surveys qualitative and quantitative methods for capturing shopper behaviour. Equips learners to select appropriate research tools for category analysis.

Lesson 3 • Segmenting Shoppers for Category Strategy

Applies segmentation frameworks to identify high-value shopper groups. Enables targeted category tactics covered in later chapters.

Lesson 1 • Syndicated Data Sources and Structure

Explains how syndicated market data is collected, structured, and licensed. Provides the data literacy foundation for all analytical work in this chapter.

Lesson 2 • Competitive Landscape Mapping

Maps competitor positioning, assortment, and pricing to reveal white space. Enables differentiated category strategy in subsequent chapters.

Lesson 3 • Measuring Category and Brand Performance

Applies key metrics to evaluate category health and brand competitiveness. Directly feeds the category assessment deliverable.

Lesson 4 • Conducting a Category Assessment

Integrates all data sources into a structured category assessment document. Produces the analytical foundation required for strategy development.

Lesson 1 • Pricing and Promotion Strategy

Establishes strategic pricing architecture and promotional investment guidelines. Connects directly to the tactical execution chapters that follow.

Lesson 2 • Assortment Strategy Principles

Defines principles for building an assortment that satisfies shopper needs and drives category growth. Prepares learners for detailed assortment planning in the next chapter.

Lesson 3 • Setting Category Objectives and Targets

Establishes how to set SMART objectives tied to category role and assessment findings. Objectives anchor all subsequent tactical decisions.

Lesson 4 • Developing the Category Strategy Statement

Guides construction of a concise strategy statement that directs all tactics. Ensures strategic coherence across assortment, pricing, and promotion plans.

Lesson 1 • Assortment Architecture and Range Building

Constructs a tiered assortment architecture from good-better-best to premium. Translates strategy principles into a structured product range.

Lesson 2 • Assortment Performance Measurement

Establishes metrics and review processes to track assortment effectiveness over time. Closes the loop between planning and continuous improvement.

Lesson 3 • Private Label Assortment Strategy

Defines the role of private label within the category assortment and its impact on margin. Addresses the strategic balance between national brands and own brands.

Lesson 4 • Assortment Localisation and Clustering

Tailors assortment to store clusters based on shopper demographics and sales patterns. Enables more relevant ranging across diverse store formats.

Lesson 1 • Planogram Compliance and Implementation

Addresses the process of rolling out planograms and ensuring store-level compliance. Connects design work to real-world execution outcomes.

Lesson 2 • Planogram Design Fundamentals

Introduces the rules and tools for building effective planograms. Provides the technical foundation for creating shelf layouts.

Lesson 3 • Evaluating Planogram Effectiveness

Measures the sales and shopper impact of planogram changes post-implementation. Enables continuous improvement of space planning decisions.

Lesson 4 • Data-Driven Space Allocation

Applies sales, margin, and shopper data to allocate space objectively. Ensures space decisions are defensible and performance-oriented.

Lesson 1 • Promotional Mechanics and Formats

Surveys the range of promotional formats and their shopper behaviour effects. Enables informed selection of promotional mechanics for category goals.

Lesson 2 • Measuring Promotional Effectiveness

Applies analytical methods to evaluate whether promotions delivered incremental value. Feeds learning back into future promotional planning.

Lesson 3 • Retail Pricing Architecture Execution

Translates pricing strategy into a live price ladder across SKUs and tiers. Ensures consistent value communication to shoppers at shelf.

Lesson 4 • Pricing and Promotion Governance

Establishes controls and approval processes to maintain pricing integrity and compliance. Protects category profitability and retailer-supplier relationships.

Lesson 1 • Presenting Category Insights to Leadership

Develops skills for communicating category performance and recommendations to senior audiences. Ensures analytical work translates into executive decisions.

Lesson 2 • Continuous Improvement in Category Management

Embeds a culture of learning and iteration into the category management cycle. Closes the course by connecting all steps into an ongoing improvement loop.

Lesson 3 • Joint Business Planning with Suppliers

Guides the collaborative planning process between retailer and key suppliers. Builds skills for aligning objectives and sharing accountability.

Lesson 4 • Structuring the Category Business Plan

Defines the components and narrative arc of a category business plan document. Integrates all prior course elements into a single strategic deliverable.