Category Management is a business process that has emerged from the Efficient Consumer Response initiative of the 1980s. It is a process that involves managing product categories as business units and customising them on a store-by-store basis to satisfy customer needs. This module seeks to broaden the student’s concepts within trade practices; to examine why category management is expanding across product categories on a world-wide scale; examine the shift within retail form brand management to category management and shopper insights. Definitions, objectives, assumptions implementation successes and pitfalls will be examined and thoughts on future scenarios of the development of Category Management are examined.
- Introduction to Category Management concepts and frameworks
- Examining the use of technology as enablers Category Management
- Managing the conflict between supplier/vendor and retailers in large multiples.
- Shopper Insights leading to customer-centric approach to Category Management
- Efficient Consumer Response and efficient product assortment; efficient new product introduction and efficient promotions
- The impact of Out-of-Stocks and use of technology to minimize potential loss of revenues
The course will be delivered in a series of 1 & 2 hour lectures over a 12-week semester. The lectures will include a series of presentations from experts and practitioners in Category Management. Case studies will be frequently utilised.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 30 |
| Other Assessment(s) | 70 |