BACHELOR OF MANAGEMENT

DLF COMPETENCE PROGRAM

Strengthen competence in sales and categories – driven by brands

HOW CAN YOU VITALIZE WORK IN SALES AND CATEGORIES?Facing the increasing need to strengthen the position of brand names and increase competencies in a progressively more demanding market, DLF has – in cooperation with BI – developed a tailor-made competence program for our industry.

On the basis of a stimulating study program – including economics, sales, brand man-agement and consumer behavior – DLF’s members will buttress their strategies to strengthen brands in the retail trade business and towards the user. The program gives 15 study points and puts focus on category insight, category development and the refine-ment of brand-driven work on sales and cate-gories with retail chains. Who can participate?In addition to KAM and professionals in sales and category management, the study pro-gram is also relevant for those who do not have direct responsibility for sales or category development, including employees involved with communication, logistics, marketing, product management and more. The com-pany itself will decide which of its staff and how many of them they wish to take part in order to increase relevant competencies, for example staff with significant potential who the company would like to keep within it and provide the opportunity for further develop-ment. The program is exclusively for DLF’s members.

Significant learning outcomesThe study program will provide increased understanding of the value chain and mecha-nisms in the industry by providing knowledge of what drives chain outlet decisions and how a better position can be achieved by an active category developer. Participants will develop a solid understanding of the processes and methods used, such that their competence can be further developed and utilized by the whole company. The program will strengthen the company’s capacity to create category growth with prof-itable development through its brands.

Course responsiblesIn addition to lecturers at BI, guest lecturers from the industry and other professional resources will bring depth to pertinent topics and cases.Course responsible for finance and sales: Senior Lecturer, Espen Skaldehaug, Depart-ment of Accounting, Auditing and Business Analytics, Campus Oslo.Course responsible for brand management and consumer behavior: Professor Bendik Samuelsen and Lecturer, Morten William Knudsen, Department of Marketing.

Financial management/Profitability/ Business management/Negotiations• Financial management: Value creation,

accounting, calculation and pricing.• Increased profitability through better cost

analysis: Cost analysis and workshop.• Business analysis and development –

methods and tools: Fundamental analysis techniques and risk management, business plans.

Sales and Sales effectiveness/KAM/ Contract negotiation • Key Account Management: Goals and plans,

organizing and teamwork, systematics at work, entry strategies, long-term profita-bility, customer organization, relationship building and customer loyalty, customer analysis, work routines and methodology, bidding.

• Contract negotiations: Negotiation theory, the negotiation situation, preparation and strengths, negotiations and pain thresholds, strategies and tactical choices, negotiations and bargaining, agreement and contract content

Brand management and consumer behavior Aimed for our industry, category insight and category growth. The consumer’s decision making process and choice models: • Consumer insight, attitude development

and strategies for attitude change • Analysis of the brand, brand positioning • Understanding positioning and value

creation for customers and brand owners • Building argumentation for the role of the

brand as value creator in category develop-ment.

The competence program is offered during a three seminar series in the autumn and a three seminar series in the spring. The number of participants is limited to 35.

Venue and organizationThe DLF competence program takes place at BI Norwegian Business School at Nydalen in Oslo.

The program has been developed exclusively for DLF’s members. The study seminars span two semesters.

During the two semesters, participants will be given cases/tasks that must be passed in order to take the concluding home exam and sub-mit a project paper. The program is comprised

of lectures/seminars that include industry- related cases and net-based teaching. The program gives 15 study points and can be used as a part of BI’s Bachelor of Management degree.

CostsCosts include lunches/beverages/fruit. Addi-tional costs would include teaching materials and travel/lodging when that might apply.

PRACTICAL INFORMATION

For registration and information regarding prices and dates, contact BI or DLF.

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