Consumer Goods Sales & Marketing Operations

Item: EL147

This class examines customer segments CG companies serve. It reviews and explores in more detail how the account management roles and function works. The marketing section addresses all forms of marketing currently used by consumer goods companies. Find out more about our different class pricing options here.   Scroll down for course objectives and detailed content.

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Consumer Goods Sales & Marketing Operations
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Consumer Goods Sales & Marketing Operations

This class starts by examining the various customer segments consumer goods companies serve. It then reviews how the account management function works in a consumer goods company and the various roles that may be present in an account team. These roles are then explored in more detail. The marketing section addresses conventional marketing, the new wave of social media marketing, trade promotion planning and management including the use of cooperative funds, category management services, planogram services and the like. It also addresses direct to consumer (DTC) marketing, which is a rapidly growing sector. This is a module of the Fundamentals of Consumer Goods suite.

Who Is It Suitable For?

This program is designed for:

  • People who sell or market to consumer goods companies (consumer packaged goods and consumer durables).
  • New hires to consumer goods manufacturers as part of their induction program and IT teams and others who need to understand the consumer goods business more fully.

Course Objectives

By the end of this class, learners will be able to:

  • Explain a typical customer segmentation and how a consumer goods company is structured to respond
  • Identify an account team’s responsibilities
  • Describe the various types of marketing undertaken by consumer goods companies
  • Explain where category management fits in and the 8 stages of category management
  • Quantify the spend on trade marketing and promotion and list the challenges associated with managing it
  • Describe the growth in direct to consumer marketing and explain its various advantages and associated risks.

Detailed Content

The detailed content includes:

  • Objectives
  • Customer segments and consumer goods sales and marketing organizations
  • Exercise
  • Account team responsibilities
  • Marketing
  • What is category management?
  • What is a category?
  • Basic steps in category management
  • The 8 stages of category management
  • The need for data
  • Promotion planning
  • Managing trade promotions
  • Impediments to effective promotion assessment
  • Trade support
  • What are your 3 greatest challenges in working with retailers today?
  • Direct to consumer sales
  • Direct to consumer marketing
  • Examples
  • Summary
  • Mastery test
  • Learners completing the mastery test and obtaining a 70% pass mark will also receive a mastery certificate upon completion.

Benefits of Studying This Program

Learners studying this program will gain familiarity with the consumer goods industry faster, shortening their path to full productivity. Suppliers to consumer goods companies will be able to identify opportunities where they can help their clients improve.

Customer Feedback

A survey of over 375 learners rated this class in response to 4 key questions as follows:

1. Has this course helped you achieve your personal goals?


2. Has this course helped you do your job better?


3. How likely would you be to recommend the course to a friend or colleague?


4. How would you rate the course overall?


Hours of Study

The average learner will complete this class 2 hours.

Resources Included

The class includes the following downloadable resources for printing and review:

  • Summary of module
  • Amazon poses a major threat to these brands
  • Value added services summary
  • Corona virus white paper addressing how retailers and consumer goods companies are impacted by the Corona virus pandemic

Pre-Requisites Necessary

None, but it would be good to have studied the Consumer Goods Industry Overview program or to have previous Consumer Goods sector experience.

After This Program

This program is a module from our Consumer Goods Industry Suite. The next logical program in developing learners’ knowledge will depend on your learning goals, but will most likely include further modules from Consumer Goods Industry Suite.  You can get more guidance from the Career Paths section of this web site.


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Customer Reviews

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By Praveen K., major technology vendor on 3rd November 2020
"Trade Promotions are explained beautifully "
Star Rating 4

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