Academy Personen Hände

Category Management Fundamentals


Everything big starts small.

Better results and increased shopper satisfaction are the goals of category management. The seminar is based on the standards of the ECR category management process and ensures a common language for all partners of the CM process. By cooperating and applying the category management process manufacturers and retailers can successfully improve their results, drive category growth and implement shopper-oriented strategies. In the basics training we provide you with the basic knowledge of category management and how to sustainably apply it in your company.

Training Objectives

The basic training gives you an understanding of the ECR standard 8-steps process and the importance of a common language for all parties within the CM process. You will learn how to deliver growth opportunities for your company and how to optimize the tactics at the point of sale in order to increase customer satisfaction and loyalty.

Target group

This seminar is designed for participants with little category management experience who want to gain a comprehensive overview of the methodolody and the benefits of category management. It is aimed at retailers, manufacturers and service providers whose jobs functions involves

  • Category Management
  • Market Research
  • Shopper Marketing
  • (Trade) Marketing
  • Product Management
  • Purchasing
  • Sales
  • Key Account Management
  • Business Development

In-house offer

This seminar can also be booked as an in-house course. The content will be aligned and adapted to your business needs.

For questions and further information please contact Agnes Garve (E agnes.garve @; T +49 221 94714 541).

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Contact person
Agnes Garve Phone: +49 221 94714-541