Магистратура 2022/2023

Управление товарным ассортиментом и категорийный менеджмент

Лучший по критерию «Полезность курса для Вашей будущей карьеры»

Лучший по критерию «Полезность курса для расширения кругозора и разностороннего развития»

Лучший по критерию «Новизна полученных знаний»

Статус: Курс по выбору (Менеджмент в ритейле)

Направление: 38.04.02. Менеджмент

Кто читает: Департамент маркетинга

Где читается: Высшая школа бизнеса

Когда читается: 2-й курс, 1, 2 модуль

Формат изучения: без онлайн-курса

Охват аудитории: для своего кампуса

Преподаватели: Третьяк Дмитрий Владимирович

Прогр. обучения: Менеджмент в ритейле

Язык: английский

Кредиты: 3

Контактные часы: 24

Course Syllabus

Abstract

Training course "Merchandise Management Strategies and Category Management" will introduce students to the evolution in category management methodology and best practices in the world and in Russia. Students will master a systematic approach in managing the assortment, price, category shelf space; will study the terminology and key indicators of category management, methods of analysis and assessment of the potential of the category, which are applicable in any retail business, both on the side of manufacturers and on the side of the retail outlet. The course will introduce students to the evolution in category management methodology and best practices in the world and particularly in Russia. Students will learn a systematic approach to assortment, price, and category shelf space management; learn terminology and key indicators of category management

Learning Objectives

• Introduce students to advanced techniques in the field of category management.
• The purpose of the course is to familiarize with advanced methods in the field of category management, to study the tools for forming a category assortment in order to fully meet the needs and expectations of retail chain end customers.
• To study ready-made tools for effectively building a category assortment in order to fully meet the needs and expectations of retail chain end customers.

Expected Learning Outcomes

• Owns the main metrics of consumer behavior
• Names the basic steps in a catman
• Names options for cooperation in catman projects
• Names the main stages of the evolution of Catman
• Names the economic drivers of the category
• Explains the importance of the catman system in retail
• Explains the features of using promo
• Explains the role of the catman in the marketing mix
• Explains the content of category management strategies
• Describes the impact of shopper marketing on changing the assortment and formats of stores
• Describes key trends and innovations in retail
• Evaluates the assortment of the store
• Performs consumer segmentation
• Performs price segmentation
• Calculates the size of the optimal stock
• Formulates KPI in catman

Course Contents

• Introduction to Catman and modern trends in retail
• Collaboration in Catman projects
• Stages of work in Catman
• Category evaluation and assortment formation
• KPI Catman
• Buying behavior metrics
• Category management strategies
• Tactics in relation to the marketing complex
• Price segmentation
• Calculation of the optimal stock
• The effectiveness of promotions
• Category performance and shopper marketing
• Retail innovation

Assessment Elements

• Activity at lectures and seminars + solving cases at seminars
  Score on a 10-point scale. To work out the acquired knowledge of the step-by-step catman model and assess the quality of assimilation of the material, students are offered 6 cases at the seminars - practical exercises for group work, followed by a presentation of the results of the group. This allows you to evaluate the activity and involvement in the work on the task, the ability to analyze and identify insights, as well as the quality of the presentation of the results
• Homework 1
  Group project on market analysis: presentation and policy brief. Evaluation on a 10-point scale. Allows you to evaluate the ability to apply the obtained methods of categorical analysis and the presentation of the results in the form of a presentation. Work in groups of 3 people. An assessment on a 10-point scale is entered into the worksheet.
• Oral answer to question
  Oral answer to question
• Homework 2
  Group presentation of a business project to improve the sales of a particular store. Evaluation on a 10-point scale. Allows you to evaluate the ability to apply the obtained methods of categorical analysis and the presentation of the results in the form of a presentation. Work in groups of 3 people. An assessment on a 10-point scale is entered into the worksheet.

Interim Assessment

• 2022/2023 2nd module
  0.3 * Homework 1 + 0.2 * Activity at lectures and seminars + solving cases at seminars + 0.3 * Homework 2 + 0.2 * Oral answer to question

Bibliography

Recommended Core Bibliography

• Category management in Russian retail sphere (case of the Ural Federal District). (2019). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.4F41B4A0
• O’Brien, J. (2019). Category Management in Purchasing : A Strategic Approach to Maximize Business Profitability. London, United Kingdom: Kogan Page. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2037093
• Дуборасова Т.Ю., Коростелева В.П. - Категорийный менеджмент: управление ассортиментом, качеством товаров, мерчандайзингом и товарными запасами - Русайнс - 2017 - ISBN: 978-5-4365-1485-7 - Текст электронный // ЭБС BOOKRU - URL: https://book.ru/book/922301

Recommended Additional Bibliography

• Безрукова Е.Л., Шохирева Е. Г. Тенденции развития категорийного менеджмента в мировой экономике // Современная конкуренция. 2017. Т. 11. № 2.