The Mini MBA in Trade Marketing. The world's first.
Trade Marketing has always mattered. Today it matters more than ever — channels fragmented, retailers consolidated, promotion costs surged. Yet capability development has not kept pace. This programme fixes that.
The Mini MBA in Trade Marketing. The world's first.
Trade Marketing has always mattered. Today it matters more than ever — channels fragmented, retailers consolidated, promotion costs surged. Yet capability development has not kept pace. This programme fixes that.
The gap
Many TM teams rely on on-the-job exposure, scattered coaching, and legacy processes that no longer match modern commercial reality.
What this programme does
Turns FMCG professionals from activity executors into category-focused, customer-ready, commercially disciplined leaders.
Where it takes you
Principal reviews, retailer meetings, planning cycles, and data-driven discussions — with confidence, clarity, and commercial judgment.
“Trade Marketing sits at the centre of convergence — where trade, channels, categories, customers, and shoppers all meet.”
Understanding how these forces blend, reinforce, and counterbalance one another is essential for anyone aspiring to operate with true commercial maturity. This programme is built to demystify that system — analytically grounded and practically actionable.
Designed by ex-professionals from
- Why this programme
Six things it changes about how you work
This is not a theory programme. Every outcome below is practical — something you will do differently, and better, from the moment you apply it.
Commercial confidence
Builds leadership readiness and category-first commercial thinking
Stronger customer-facing capability
Justify listings, defend space, discuss pricing and promotions with data-backed category stories
Sharper trade investment decisions
Clear ROI logic, funding models, and post-evaluation routines
Reduced internal friction
Sales, Trade Marketing, and Marketing gain shared understanding of who owns what
Better execution across channels
Adapts brand and category plans to hypermarkets, supermarkets, pharmacies, traditional trade, and online
A career-compounding foundation
Entry point into the full OliiR Academy capability ecosystem
- Programme structure
Three levels. One complete system.
The 27 courses are organised into three progressive levels — each building on the last, from foundational principles to strategic leadership.
Level 01 · Courses 1–9
Foundations & Commercial Structure
Trade Marketing rules, fundamentals, planning, playbooks, tactics, territory design, organisational design and alignment, and winning in traditional trade.
9 courses · Start here
Level 02 · Courses 10–19
Customers, Categories & Investment
Customer & category prioritisation, market structure, shelf execution, category management, retailer negotiation, KPIs, product listing, joint category visions, scorecards, and financial controls.
10 courses · Commercial depth
Level 03 · Courses 20–27
Leadership & Strategic Execution
JBP and retailer collaboration, promotions and activation, leading TM teams, audits, GTM, route to market, and NPD trade execution.
8 courses · Senior leadership
- All 27 courses
The complete course catalogue
Every course is a standalone program — take them in sequence or pick the ones most relevant to your role right now.
Trade Marketing Rules
The 10 core values of Trade Marketing — shopper behaviour, retailer alignment, in-store visibility, promotions, and execution excellence.
Key Takeaways:
- Learn the core principles that govern effective Trade Marketing.
- Understand shopper behaviour and retailer partnership logic.
- Apply visibility, messaging, and promotion frameworks effectively.
- Improve execution through disciplined processes and routines.
- Build a culture of measurement, learning, and improvement.
Trade Marketing Fundamentals
From the TM ecosystem and responsibilities to the TM mix, converging roles, and core processes. The complete entry-level guide.
Key Takeaways:
- Understand the end-to-end role of Trade Marketing in FMCG.
- Learn the ecosystem, touchpoints, and functional engagements.
- Master core processes for planning and execution.
- Build alignment with sales, marketing, supply chain, and finance teams.
- Navigate shopper, retailer, and channel needs with clarity.
Trade Marketing Plans
Step-by-step guide to building and executing impactful TM plans — from financial plans and market opportunities to categories, customers, and KPIs.
Key Takeaways:
- Build complete TM plans across all commercial dimensions.
- Link shopper, retailer, and brand priorities into one framework.
- Integrate HR, financial, and competitive lenses.
- Create structured KPIs and execution rhythms.
- Drive cross-functional alignment with clarity.
Trade Marketing Playbook
Unify your approach to trade investments, in-store execution, and retailer engagement into a single, disciplined operating reference point.
Trade Marketing Tactics
How day-to-day actions — promotions, merchandising, audits — support bigger business goals. Precision and discipline in every tactic.
Key Takeaways:
- Understand tactical levers and when to deploy them.
- Execute daily TM routines with discipline.
- Support strategy through field-level actions.
- Strengthen merchandising, promo, and audit routines.
- Improve operational consistency.
Territory Design
Design territories that align with market potential, customer segmentation, and route-to-market strategy — optimising coverage and reducing inefficiency.
Key Takeaways:
- Understand how workload and opportunity shape territories.
- Build RTM-aligned coverage models.
- Improve efficiency and cost effectiveness.
- Strengthen field execution and customer reach.
- Use data to refine and adjust territories.
Organisational Design
Architect commercial teams, reporting lines, and decision pathways — diagnosing structural gaps and redesigning roles for clarity and scale.
Organisational Alignment
Align vertically — strategy to execution — and horizontally across Sales, Supply, and brand teams with shared objectives, KPIs, and routines.
Key Takeaways:
- Break functional silos and build unified objectives.
- Align KPIs and processes across commercial teams.
- Improve execution accuracy through shared routines.
- Strengthen communication flow from head office to field.
- Increase TM’s influence within the organisation.
Winning In Traditional Trade
Shopper behaviour, pricing dynamics, and the economics of traditional outlets. Practical strategies for distribution, visibility, and promotions.
Key Takeaways:
- Understand shopper and category dynamics unique to TT.
- Build distribution, pricing, and visibility strategies for TT.
- Develop cost-efficient RTM solutions aligned to market realities.
- Use dashboards to track TT performance.
- Strengthen retail presence through targeted execution.
Customer & Category Prioritization
Score customers, prioritise categories, and allocate trade resources where they deliver the most strategic value — with precision, not gut feel.
Key Takeaways:
- Score and segment customers and categories strategically.
- Link investment decisions to category roles and customer value.
- Build sharp prioritization frameworks for planning.
- Strengthen cross-functional alignment using structured tools.
- Develop account-specific strategies that drive ROI.
Market Structure & Retail Census
Understand retail market structures, build a robust retail census, and tie insights to coverage, trade investment, and localised execution.
Key Takeaways:
- Understand retail structures, channel roles, and market dynamics.
- Build a complete retail census to identify growth opportunities.
- Evaluate distribution, coverage, and execution gaps.
- Use local market insights to shape GTM decisions.
- Strengthen customer and channel planning using data-driven insights.
Shelf, Presence & EBIT
Why strong shelf execution impacts EBIT, brand loyalty, and retailer partnerships — and the diagnostics to manage on-shelf availability end-to-end.
Key Takeaways:
- Connect shelf presence directly to EBIT and value.
- Diagnose OSA challenges across the supply chain.
- Understand facing economics and ROI plateaus.
- Build arguments for space and block expansion.
- Improve retailer conversations through commercial logic.
CATMAN & Retail POG
Data-driven planogram design, category management principles, and shelf strategy — built for real retailer conversations.
Trade Marketing in NPD
Translating brand innovation into successful in-market execution — channel readiness, listing logic, visibility planning, and launch investments aligned for conversion.
Key Takeaways:
- Build structured launch plans from TM’s perspective.
- Align internal teams and customers for launch success.
- Deliver visibility, trial, and distribution efficiently.
- Manage budgets, priorities, and post-launch routines.
- Sustain NPD momentum through disciplined execution.
Retailer Negotiation Mastery
Preparing for and winning retailer negotiations — shelf, space, blocks, and joint plans. Clarity on value, trade-offs, and long-term partnership.
Key Takeaways:
- Prepare and structure negotiations professionally.
- Use insights and analytics to strengthen proposals.
- Negotiate blocks, space, and funding confidently.
- Build long-term retailer partnerships.
- Practice real-life scenarios through simulation models.
Strategic Product Listing
Product listing as a strategic gateway — retailer evaluation, opportunity scans, data-backed listing cases, and negotiating terms that create value for both sides.
Key Takeaways:
- Understand retailer economics and listing expectations.
- Conduct opportunity scans to build stronger proposals.
- Negotiate terms with data and category insights.
- Align listings to category and channel priorities.
- Sustain and optimise listings post-launch.
Building Joint Category Visions
Prepare the category data story, build win-win assortments, and develop category visions that retailers trust and act on.
Key Takeaways:
- Build compelling category stories backed by data.
- Align brand and retailer objectives into joint plans.
- Develop win–win assortments and category initiatives.
- Integrate promo calendars and shopper activations into the vision.
- Measure and evolve category visions over time.
JBP & Retailer Collaboration
The strategic role of Joint Business Plans — negotiating shelf and blocks, building mutual growth plans, and sustaining retailer partnerships.
JBP – The Ready Format
A practical, deployment-ready JBP format — strategic role, negotiation of shelf and blocks, and the mechanics of running an effective joint business plan.
Trade Marketing KPIs
Define what success looks like across sales and trade marketing. Ensure teams are aligned on measurable performance outcomes before the quarter starts.
Key Takeaways:
- Master KPIs like OSA, share of shelf, and distribution.
- Measure promo compliance and ROI accurately.
- Track category uplift vs cannibalisation.
- Build credible KPI-led retailer conversations.
- Protect investments and margins using metrics.
Balanced Scorecards & Dashboards
Design scorecards that track performance across sales and trade metrics — enabling regular reviews and quick identification of gaps.
Key Takeaways:
- Build balanced scorecards linking sales and TM priorities.
- Integrate advanced analytics into daily decision-making.
- Develop dashboards for actionable insights.
- Establish commercial review routines.
- Improve discipline, accountability, and execution.
Budgets, Investment Types & Controls
Finance at the heart of trade marketing — budgets, investment controls, ROI discipline, and becoming a true commercial partner in your organisation.
Key Takeaways:
- Understand budgets, investment types, and financial controls.
- Integrate TM budgets into the annual revenue plan.
- Measure ROI and financial contribution of TM activities.
- Use metrics and dashboards with confidence.
- Elevate TM’s role in financial decision-making.
Promotion & Activation Management
Promotion mechanics, objectives, and layered promotional calendars — designed for both brand outcomes and retailer economics.
Key Takeaways:
- Build layered promotional calendars aligned to strategy.
- Choose the right mechanics based on shopper and category needs.
- Apply financial evaluation and ROI models.
- Conduct structured post-promo reviews.
- Manage MDF and funding with commercial discipline.
Visibility & Merchandising Audits
Structured audit frameworks for visibility, promotions, distribution, category health, and financial investments — from reactive reporting to proactive management.
Key Takeaways:
- Build comprehensive audit frameworks across all TM pillars.
- Gather fact-based insights to guide execution.
- Improve team accountability through structured audits.
- Enhance retailer confidence with evidence-based reporting.
- Drive continuous improvement across channels.
Go To Market
How products move from strategy to shelf — GTM architectures tailored to market structure, category needs, and shopper behaviour.
Route-to-Market Excellence
RTM models, coverage design, salesforce structure, cost-to-serve economics, and aligning distributor capabilities to category and channel priorities.
Leading Trade Marketing Teams
Coaching and developing TM teams, structuring TM organisations, and building the commercial leadership that drives consistent performance.
Key Takeaways:
- Lead TM as a strategic, not operational, function.
- Structure and develop high-performing TM teams.
- Build TM’s voice in commercial decision-making.
- Drive change, capability, and alignment across functions.
- Strengthen organisational influence and leadership impact.
- How you learn
Explore. Learn. Apply. Lead.
Every course follows the same learning flow — from understanding the concept to applying it in your real commercial environment.
01 - Explore
Browse the 27 courses and 3 levels — pick your starting point.
02 - Learn
Short modules, 10–20 minutes each. Save and resume on any device.
03 - Apply
Use tools and frameworks immediately in your real commercial work.
04 - Certify
Earn a certificate per course and full program certification on completion.
05 - Lead
Build the commercial judgment that distinguishes high-performing professionals.
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