Marketing Category Management Training Program: Brand Health Overview
This marketing category management training program is for individuals in Marketing or Brand teams who want to learn how to analyze brand and category results using basic category management data and measures. It will help move them to build a bigger category and market perspective.
3 Courses Included: Understanding and Using Data; Category Assessment; Category Tactics & Analytics
Time Required: Approximately 5 hours
Analyze the entire category where your brand lives and understand strengths and opportunities through the eyes of your actual customers in the retail environment.
You will get a solid foundation of what's most important to consider when using data (including scanned sales, syndicated and household panel data). You will also learn an 8‐step analytic process that helps to plan out an analytic project before completing an analysis project, to save time and effort, and have a more successful outcome.
Once you understand the key data sources, you will learn how to complete a category assessment that includes “most” and “least” developed brands and segments, highest and lowest growth brands and segments, and benchmarking concepts. You will complete workshops that give you the opportunity to review a category assessment and complete observations. The last course reviews each of the tactics, or “4 P’s”, including their definition, key measures, basic analytics, and impact on consumer purchase decisions.
- 365-day Access via CMKG's Online Training and Resource Center, including individual course Hands-On Workshops, Downloadable Notes & Reference Guides, Knowledge Checks, and Course Tests. Desktop, Laptop and Mobile Devices compatible.
- Ongoing student support (Email, Live Chat)
*CMKG's Online Training and Resource Center includes many resources you can use in your day to day: a Resource Library with whitepapers, articles, tips and tricks, e-books and more; a dynamic Industry Glossary with >300 terms, each with a definition, formulas and links to other related descriptions; and 6 Student Webinars per year in topics suggested / chosen by students.