Distribution and Merchandising Course

Lesson 1 • The Distribution Ecosystem

Defines distribution channels, intermediaries, and value-chain roles. Establishes the vocabulary used throughout the course.

Lesson 2 • Merchandising Concepts and Objectives

Introduces merchandising as the practice of presenting products to drive purchase. Links merchandising goals to broader business strategy.

Lesson 3 • Consumer Behavior Basics

Covers how shoppers make purchase decisions and what triggers impulse buying. Grounds merchandising tactics in buyer psychology.

Lesson 4 • Key Players in the Supply Chain

Identifies manufacturers, wholesalers, distributors, retailers, and brokers. Shows how each player's decisions affect product availability.

Lesson 1 • Channel Types and Structures

Compares single-channel, multichannel, and omnichannel models. Clarifies how structure affects reach, cost, and control.

Lesson 2 • Criteria for Channel Selection

Examines product characteristics, target segments, and competitive context as selection drivers. Connects channel fit to profitability.

Lesson 3 • Exclusive, Selective, and Intensive Distribution

Defines the three coverage strategies and their trade-offs in brand control versus market reach. Guides strategy choice by product category.

Lesson 4 • Digital and E-Commerce Channels

Explores online marketplaces, direct-to-consumer websites, and social commerce. Addresses how digital channels reshape traditional distribution logic.

Lesson 1 • Category Management Fundamentals

Introduces the category management process: define, analyze, plan, and implement. Shows how retailers and suppliers collaborate to grow category sales.

Lesson 2 • Visual Merchandising Techniques

Covers color blocking, focal points, and signage to attract and guide shoppers. Demonstrates how visual cues translate to purchase intent.

Lesson 3 • Planogram Development and Execution

Teaches how to create shelf schematics that optimize space and product adjacency. Links planogram compliance to sales outcomes.

Lesson 4 • Store Layout and Traffic Flow

Analyzes how store design guides shopper movement and exposure to products. Connects layout decisions to category performance.

Lesson 1 • Handling Overstock and Obsolescence

Provides strategies for liquidating excess inventory and managing end-of-life products. Protects margin while clearing shelf space for productive SKUs.

Lesson 2 • Reorder Points and Safety Stock

Teaches calculation of reorder points, safety stock levels, and economic order quantities. Balances service levels against carrying costs.

Lesson 3 • Inventory Control Fundamentals

Covers ABC analysis, cycle counting, and shrinkage management. Establishes the discipline needed to maintain accurate stock records.

Lesson 4 • Demand Forecasting Methods

Introduces qualitative and quantitative forecasting techniques including moving averages and trend analysis. Accurate forecasts reduce excess inventory and lost sales.

Lesson 1 • Promotional Pricing and ROI

Designs temporary price reductions, BOGO offers, and bundle deals with measurable return. Evaluates whether promotions generate incremental volume or cannibalize margin.

Lesson 2 • Pricing Fundamentals for Distributors

Covers cost-plus, value-based, and competitive pricing models in a distribution context. Establishes how margin is created and shared across the channel.

Lesson 3 • Retail Pricing and Price Architecture

Addresses everyday retail pricing, price-point architecture, and psychological pricing tactics. Connects shelf price to shopper perception and category role.

Lesson 4 • Trade Pricing and Discount Structures

Explains wholesale price lists, volume discounts, and promotional allowances. Shows how trade pricing incentivizes distributor and retailer behavior.

Lesson 1 • Measuring Trade Marketing Effectiveness

Applies metrics such as trade spend ROI, incremental volume, and distribution gains to evaluate programs. Drives continuous improvement in trade investment.

Lesson 2 • Designing Effective Trade Promotions

Covers feature ads, display programs, and co-op advertising as trade promotion tools. Links each tactic to measurable retailer and shopper outcomes.

Lesson 3 • Loyalty and Incentive Programs

Designs retailer loyalty schemes and sales force incentive programs that sustain engagement. Balances short-term push with long-term relationship value.

Lesson 4 • Shopper Marketing Fundamentals

Distinguishes shopper marketing from consumer marketing and explains the path-to-purchase model. Focuses activation on the moment of decision.

Lesson 1 • Performance Management and Incentives

Builds KPI scorecards, review cycles, and incentive compensation plans for sales teams. Drives accountability and motivates consistent execution.

Lesson 2 • Distributor Selection and Contracting

Establishes criteria for evaluating distributor capabilities and negotiating partnership agreements. Sets clear performance expectations from day one.

Lesson 3 • Recruiting and Onboarding Sales Talent

Defines competency profiles for field sales roles and designs effective onboarding programs. Reduces ramp time and early attrition.

Lesson 4 • Structuring the Sales Organization

Covers geographic, product, and account-based sales structures and their trade-offs. Aligns organizational design to channel strategy.

Lesson 1 • Data Sources in Distribution

Maps point-of-sale, syndicated, and internal data sources available to distribution professionals. Establishes data quality standards for reliable analysis.

Lesson 2 • Strategic Distribution and Merchandising Planning

Integrates channel strategy, trade marketing, and inventory insights into a multi-year plan. Produces a prioritized roadmap with measurable milestones.

Lesson 3 • Merchandising Performance Dashboards

Builds dashboards tracking shelf share, compliance rates, and promotional lift. Translates data into actionable field directives.

Lesson 4 • Business Review and Joint Planning

Structures quarterly and annual business reviews with retail partners using data-driven narratives. Aligns joint business plans to mutual growth targets.