Skip to content

Trade Marketing and Merchandising Excellence

In South African retail, a product can be perfectly marketed and still fail on the shelf if trade marketing and merchandising are weak. This programme equips brand and sales teams to plan promotions that retailers will actually support, negotiate shelf space and display with buyers, and measure in store execution across supermarkets, wholesalers and informal trade channels.

Ready to book? Secure your place on this programme.

Register for this course

What you will be able to do

  • Design a trade promotion plan that balances retailer margin expectations with brand investment.
  • Negotiate shelf space, planogram position and secondary display with retail buyers.
  • Coordinate merchandising standards across supermarkets, wholesalers and informal trade outlets.
  • Evaluate promotional return on investment using sell through and stock cover data.
  • Manage field merchandising teams to maintain consistent in store execution.
  • Resolve conflicts between trade terms, brand guidelines and store level realities.

Course outline

  1. 01Trade marketing role in the mix
  2. 02Understanding retailer economics and margin
  3. 03Planning promotions retailers will support
  4. 04Negotiating space and display with buyers
  5. 05Merchandising standards and field execution
  6. 06Working with informal and wholesale trade
  7. 07Measuring promotional return on investment
  8. 08Building an annual trade marketing calendar

Who should attend

Trade marketing managers, key account executives, merchandising managers and brand managers who work with retail and wholesale partners to get products onto shelves and moving.

Dates, venues and fees

DatesVenueDaysFeeCalendarRegister
28 to 29 Sep 2026Nairobi2US$1,100Closed
29 to 30 Sep 2026Dar es Salaam2US$1,100Register
30 Sep to 1 Oct 2026Kigali2US$1,100Register
1 to 2 Oct 2026Kampala2US$1,100Register
5 to 6 Oct 2026Accra2US$1,100Register
6 to 7 Oct 2026Lagos2US$1,100Register
7 to 8 Oct 2026Cairo2US$1,100Register
8 to 9 Oct 2026Mauritius2US$1,100Register
12 to 13 Oct 2026Dubai2US$1,100Register
13 to 14 Oct 2026Online2US$900Register
24 to 25 Nov 2026Johannesburg2R10,000Register
25 to 26 Nov 2026Cape Town2R10,000Register
26 to 27 Nov 2026Durban2R10,000Register
30 Nov to 1 Dec 2026Pretoria2R10,000Register
1 to 2 Dec 2026Windhoek2US$1,100Register
2 to 3 Dec 2026Gaborone2US$1,100Register
3 to 4 Dec 2026Maseru2US$1,100Register
7 to 8 Dec 2026Mbabane2US$1,100Register
8 to 9 Dec 2026Lusaka2US$1,100Register
9 to 10 Dec 2026Harare2US$1,100Register
10 to 11 Dec 2026Lilongwe2US$1,100Register
14 to 15 Dec 2026Blantyre2US$1,100Register
17 to 18 Dec 2026Mozambique2US$1,100Register

Fees are per delegate. South African venues are priced in rand; other locations and online in US dollars. Fees exclude 15% VAT where applicable. Group bookings of three or more delegates from the same organisation qualify for a reduced rate; contact us for a quotation.

Related courses in Sales, Marketing and Customer Service

Sales, Marketing and Customer Service

Consultative Selling and Key Account Growth

Move your sales team beyond product pitching into structured, needs led conversations that uncover real business problems.

Next session
5 to 9 Oct 2026
Venue
Johannesburg
5 day programme
FromR18,000
Sales, Marketing and Customer Service

Customer Experience and Service Recovery Excellence

Customers judge an organisation most harshly at the moment something goes wrong. Teams learn to design service journeys that hold up under...

Next session
5 to 9 Oct 2026
Venue
Dubai
5 day programme
FromR18,000
Sales, Marketing and Customer ServiceNew

Digital Marketing and WhatsApp Led Customer Engagement

Most South African customers meet a brand on a phone, on a data budget, and increasingly inside a messaging app.

Next session
29 Sep to 1 Oct 2026
Venue
Harare
3 day programme
FromR13,000
See all Sales, Marketing and Customer Service courses