This unique, hands-on program has been designed to meet the needs of today’s busy managers. The 50-hour course is divided up into five 1.5-day sessions (Monday evening + Tuesday all day), held every three weeks.
Monday evening: January 14 (opening cocktail reception) + Tuesday all day: January 15, 2019
Economic, demographic, social, political, legislative and technological trends. Globalization, polarization, concentration, aging, generational power, cultural mosaic, fiercer competition, increased number of points of contact, social and mobile media, e-commerce, greener practices, buying local, etc. Numerous examples of new store concepts and trend-savvy initiatives.
Analyze and understand customers, competitors, the market, the environment and the status of your business. Identify strengths, weaknesses, opportunities and threats. Develop and implement a lucrative marketing strategy. Segmentation, targeting, positioning, differentiation, innovation. In-store concepts and sensory branding.
Monday evening: February 4 + Tuesday all day: February 5, 2019
HUMAN RESOURCES MANAGEMENT
Labour shortage context. Finding the right people: attracting, recruiting, hiring and onboarding promising candidates. Having the employees you need, when you need them: retention, succession planning, scheduling. Ensuring your staff have the required skills and motivation: engagement, performance management, training, coaching, acknowledgement. Improving workflow.
FINANCIAL REPORTING, CONTROLS AND KPIs
Using financial reports as a decision-making tool. Break-even point, fixed and variable costs, safety margin. Budget tracking and variance analysis. Cash flow budget. Investment project evaluation. Preventing loss, theft and fraud. KPIs for sales, market share, margins, stock, occupancy costs, marketing (traffic, conversion, average invoice, visibility, satisfaction), ROI. Statistics on several of these aspects. Dashboards.
TECHNOLOGY AND INFORMATION SYSTEMS
What IT systems contribute in terms of strategy, customer experience, efficiency and productivity. Centralized and decentralized setups. Integrated specialized software; interfaces, system architecture. Barriers to computerization. User and IT staff concerns: security, reliability, scalability, compatibility, ease of use, cost. Required investments.
OPERATIONS, SUPPLY CHAIN AND PROCUREMENT
Managing your supply chain to minimize total cost of ownership and have the right items at the right time, price, condition and place. Procurement: anticipating demand, supplier relations, order management and restocking. Inventory management. Physical distribution: handling, shipping, receiving, returns, service.
Monday evening: February 25 + Tuesday all day: February 26, 2019
Monday evening: March 18 + Tuesday all day: March 19, 2019
Interactivity, traceability, personalization, consumer empowerment. Search engine optimization, social media, banners, interstitials, partnerships, sponsorships, emails, mobile technology, websites. Social media approaches: absence, observation, experimentation, integration. What makes a website effective and how to measure its performance. Three goals: attract, sell and retain.
COMMUNICATION AND MARKETING
Advertising, promotion, sponsorship, PR, customer experience, mobile, electronic media – a world of converging communication and marketing channels. Slash prices or bolster branding? Inspirational examples of creative approaches that have met with great success.
Increasing profits by cementing the loyalty of top customers through education, personalization and incentivization. Four types of loyalty programs, from simple to complex. Implementation “how to.” Spotlight on loyalty success stories.
Monday evening: April 8 + Tuesday all day: April 9, 2019
Factors to consider in retail location. Benefits and drawbacks over time of various types of locations. Location studies, site evaluation, trade zones, customer point of origin, market demand and supply analysis, sales forecasts. Six space strategies.
CREATING AND MANAGING THE IN-STORE EXPERIENCE
In-store concepts and sensory branding. Retail mix, product lineups, category-based management, retail space planning, merchandising, ambiance. Private labels and manufacturer brands. Pricing policies and tactics, gross profit margin, turnover. Customer experience management, moments of truth, CRM, service, sales, satisfaction and expectation management. Marketing research, customer databases. Store visits and meeting with owners and/or CEOs.
The fee as listed represents only a portion of the total cost of the program, most of which is covered by the contribution of our valued partner, the Société des alcools du Québec.
Five Mondays – 6:30 p.m. to 9:30 p.m. and
Five Tuesdays – 9 a.m. to 5 p.m.
$3,000 + taxes
Louise Faubert, L. ès L.
Director, Cercle Omer DeSerres
MBA, PMP, Executive Partner, Gartner
MSc (Human Resources Management), Assistant Director, Détail Québec
Executive Vice President, Operations – Retail, Cominar Real Estate Investment Trust
President and CEO, SAQ
MBA, President, Interim Marketing, Lecturer, HEC Montréal
General Manager, Bikini Village
Vice-President, Sales Network Operations, SAQ
L. ès L., Director, Cercle Omer DeSerres
Vice-President, Business Lead, Cossette
President, Première Moisson
CPA, CA, Partner, Richter
Chief Executive Officer, Aubainerie
MSc, Senior Director, Altus Géocom, Lecturer, HEC Montréal
MBA (Marketing), PhD (Consumer Economics), Associate Professor, HEC Montréal
Associate, PL3C, Lecturer, HEC Montréal
MBA, CPA, CA, Full-Time Lecturer, HEC Montréal
Vice President, Digital Strategy and Loyalty, Metro
President and CEO, La Vie en Rose
MSc (Marketing), PhD (Marketing), Professor, HEC Montréal, Chairholder, RBC Financial Group Chair of E-Commerce
C.Adm, President and CEO, Conseil québécois du commerce de detail