Course on Fundamentals and Success Stories in Revenue Growth Management (RGM)
Through real cases and notes that support the theory, students will understand the real dimension of a problem, and will see the decision-making process in companies for said problem, which must be solved by the RGM teams.
Revenue Growth Management is a holistic approach that involves the entire company to understand customer needs, identify opportunities and design solutions that add value and increase profitability.
RGM must maximize the value that is created at each stage of the value chain, such as logistics, operations and marketing, as well as in support activities such as human resource management and technology development.
The combination of strategies and the use of tools based on Machine Learning can accelerate the growth of the company and increase its income.
This program aimed at Executives of the Consumer Packaged Goods Industry includes the resolution of real cases from the cereal, beverage and canned industries, which illustrate the experiences lived by real actors in their companies faced with commercial challenges.
Curriculum 2 ECTS
MODULE 1 Plenary Session: Fundamentals of RGM
- RGM in its economic environment
- RGM Pillars
- RGM processes
- RGM tools
MODULE 2 Business case study 1: Strategic price increase
- The customer in the new digital era
- Technical Note: Dynamic Price Elasticity
- Business Case 1
- Resolution in Excel
- Resolution using a predictive price module
MODULE 3 Regional application promotional mesh
- Technical Note: Dynamic Price Elasticity
- Business Case 2
- Resolution using a predictive module of Trade Promotion
MODULE 4 Gain market share
- Business Case 3
- Resolution using the tool: Predictive Market Share
MODULE 5 Future of RGM
- Importance of RGM
- RGM Challenge
- RGM barriers
- RGM Scope
Professor
Director of New Business Development at Wise Athena, responsible for the development of new businesses for the organization, in addition to the creation of the education area. Previously Customer Success Head at Wise Athena for 4 years, and before that 15 years Director of Marketing and Trade Marketing for Bimbo in the USA, Central America, South America and Mexico, responsible for all the group's brands and in particular, in charge of Pricing functions and Trade Promotion for the group.
More Academic Info
Aimed at:
Managers, Leaders and Executives of Revenue Growth Management (RGM) of the Consumer Packaged Goods (CPGs) responsible for the intelligent management of all the tools to optimize the variables that impact income growth that enhance profitability.
Competences
At the end of the course, the Executive of a Consumer Packaged Goods company will acquire the necessary knowledge and skills to:
- Understand the context and scope of the Revenue Growth Management function within the company as a leader in generating value.
- Understand the context of a typical problem in the Consumer Packaged Goods industry and solve it using a tool built with artificial intelligence and thus optimize intelligence in the business.
- Understand the importance of RGM, its future challenge and the barriers these teams currently face.
Objectives
- 1. The dimension of a real and particular problem will be understood, through real cases, illustrating a situation to be solved and therefore learning good practices related to RGM
- 2. Understand the decision-making process of the companies faced with the problems described in each case and that are solved by the RGM teams.
- 3. Accompany the resolution of each case with technical material that supports decision-making
- 4. Achieve an environment for learning and the exchange of knowledge and experience among the participants.
