Course Name

Retail Management & Strategy


Cancelled due to COVID-19 pandemic

Regular Rate:

Php 18,360

Retail Management & Strategy


Is Brick and Mortar dead?  In the US, the shopping mall phenomenon is dying, with many well-renowned labels declaring bankruptcy in the last few years.  In the Philippines, online retailing has been gaining ground amidst a tough and competitive traditional retail environment.  In the last decade, the retail industry in the Philippines experienced a boom period, with new shopping mall developments opening in just about every corner of Metro Manila and provincial cities.  It was enough for aspiring and existing retailers to simply ensure that they have a general knowledge of basic retail management skills to operate a retail store.  But in recent years, with online/social media and a shift in consumer buying behaviors locally, it is no longer enough to simply ‘know the basics’.  Where are we headed, and how can existing retail businesses address these changes in the industry?

Our two-day, four-module course design examines the various intricacies of the local retail industry, with particular focus on developing key strategies for effectively managing a retail business.  It aims to equip retail business owners and retail managers with additional general management skills to adapt to this new environment, and to spot new growth opportunities in an otherwise disruptive economy. 

Who should attend

Existing and start-up retail business owners, upper to senior level managers in retail organizations who are the key decision makers in their companies, as well as participants who are planning on opening a retail business.  Primarily, the class will be most helpful to those who are responsible in crafting, implementing, and evaluating retail strategies for their companies.



Specific Course Objectives:  At the end of the course, participants should be able to:

  1. Define, discuss and understand the various issues pertaining to the changing retail environment in the Philippines and globally
  2. Understand the necessary fundamentals in basic retail management theories and concepts
  3. Refine existing retail strategies or craft new retail strategies to uncover new opportunities in the retail industry

Expected Outcomes and Benefits:

  1. Participants will be able to go back to their own retail businesses and make an assessment on their existing business strategy, in light of the current market situation
  2. Participants are expected to be able to present some pressing issues about their existing businesses and recommend changes in their business model.

Course Outline:


We start the first module understanding recent retail trends in the US, including advancements in retail technology, and how these can apply to improving the retail experience of Philippine customers.  We define what is today’s ‘New Retail’, and how traditional brick-and-mortar retailers can revamp their retail strategies to adapt to these changes.  We will use several case analyses of retail companies who have successfully responded to these changing market trends.


With a new knowledge on existing trends, we take a deep dive on understanding customer behavior and the shopping journey to craft retail strategies that directly respond to these developments.  Through strategic planning, the retailer can create specific frameworks to address pressing issues in their retail businesses.



Specific Course Objectives:  At the end of the course, participants should be able to:

  1. Understand and be able to apply the basic concepts of retail selling.
  2. Make ‘delivering an excellent customer service experience’ on top of the list of priorities for any retail business

Expected Outcomes and Benefits:

  1. Participants will be able to develop specific retail selling strategies to complement the thrust on customer service
  2. Participants will be able to refine their training programs to address current trends

Course Outline:


The course aims to further enhance the customer experience by focusing on improving selling skills in the retail environment.  The course’s thrust is in adapting customer service skills to recent market trends in customer behavior.


Specific Course Objectives:  At the end of the course, participants should be able to:

  1. Understand the concept of digital and social media marketing, and how it is effectively applied into local retail businesses
  2. Craft simple digital and social media marketing strategies for their businesses

Expected Outcomes and Benefits:

Participants will be able to refine and redevelop their existing retail marketing strategies to include digital and social media in their future marketing plans

Course Outline:


To understand customer behavior and the customer shopping journey in today’s retail environment, one must also understand how smartphones, e-commerce, Facebook, Instagram, and YouTube contribute to brick-and-mortar retail sales.  The digital space is now considered the ‘zero moment of truth’ in the shopping experience, and therefore, is crucial in ensuring a seamless retail experience for the customer. 

The course includes a workshop for participants to dive deeper into understanding the digital and social media sphere.


Specific Course Objectives:  At the end of the course, participants should be able to:

  1. Drive retail profitability through continuous improvement in retail operational and business processes
  2. Make meaningful changes in the direction of their own existing retail businesses, or create a successful plan for the launch of a new retail business

Expected Outcomes and Benefits:

  1. Understand the Balance Scorecard and its uses in measuring and evaluating retail strategic objectives
  2. Understand and use effectively various Retail Key Performance Indicators

Course Outline:


How do we effectively measure retail profitability?  This course introduces various Key Performance Indicators that are essential in understanding the performance of your retail business.  As a capstone module, the course links together the strategies formulated in the earlier modules, and teaches participants how to evaluate the soundness and effectiveness of the said strategies.

Participants are expected to share some strategies they have formulated throughout the course, or to share existing strategies they are considering implementing in their own businesses, and to understand how to effectively measure and evaluate its success. 



Ms. Anamaria M. Mercado (Six Sigma) is a certified Six Sigma Master Black Belt and Lean Practitioner. She received her certification after six weeks of training in the US and a two-year full-time assignment as a Six Sigma Deployment Manager.  She is also the Program Director of Six Sigma Certification Programs at the Ateneo Graduate School - Center for Continuing Education.

As a Deployment Manager, she helped launch the continuous improvement initiative in her former company. She managed multiple projects across the organization, improving process performance and customer satisfaction while delivering financial benefits.

Further, she has professional experience in sales and marketing management, as well as in training and development. Over the years, Ms. Mercado has concentrated on providing training and coaching services to various clients across industries, particularly in the areas of business process improvement and service excellence.

Ms. Mercado has a degree in Business Economics and post-graduate units in Professional Education from the University of the Philippines. She also holds a Masters degree in Business Administration from the Ateneo Graduate School of Business.

Mr. Hans Clifford Yao is Managing Director of Washington Retailers Inc. and the Adrenaline Group of Companies, distributors and retailers of several international luxury brands in the Philippines.  He has experience managing various retail formats in non-food, food, and specialty retail categories.  He is also a retail consultant to several new retail start-up businesses on prototype and brand development. He was also a part-time lecturer at the Ateneo de Manila John Gokongwei School of Management, teaching Retail Management as an elective.  

Mr. Yao earned his Bachelor of Science Degree in Business Management (Honors program) from the Ateneo de Manila University, and his Masters in Business Administration from the University Of Chicago Booth School Of Business.

Mr. Harvey Ong is the Chief Operating Officer of Alfamart Trading Philippines, a joint venture between Alfamart Indonesia and SM Investment Corporation.

Prior to joining Alfamart, he served as: Chief Mechandising and Marketing Officer at Metro Retails Stores Group; Vice-President for Marketing at Jolibee; Marketing Director at Fonterra Brands Philippines; Marketing Director at Diageo Taiwan; and Regional Marketing Director at Procter & Gamble.

Get Hooked 360 is a full-service digital marketing agency with offices in the Philippines and Vietnam.

Creating relevant and measurable digital marketing campaigns since 2007, Get Hooked 360 is backed by people with extensive experience in corporate marketing, creative servicing and technical expertise.

A marketing one-stop-shop, the agency is an affiliate of LEAP Solutions, an integrated marketing communications company that manages strategic activations for both local and multinational brands around the world.


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