Complete Category Manager
20 January 2026 - 05 February 2026
Dates
The Complete Category Manager (Virtual) course has been split into six three-hour sessions.
20,21,22 January and 3,4,5 February 2026 09:30am -12:30pm
We have developed our workshop offer, this complete category manager course will take you on a journey of learning and personal development, across the course you will use techniques, tools and processes to apply the principles of category management. This course will develop your knowledge and skills, leaving you prepared to build and deliver sophisticated category management plans proposals and solutions.
Structured training cannot replace on the job training. We have designed the course to support you with practical theories, research and models that you can use in your role.
Currently, many businesses and individuals are attending several of our individual workshops to give them the training they need. By building longer courses for our customers we can ensure comprehensive structured progression through their training on what is needed for their roles.
— Simon Attfield, IGD Senior Consultant
Learning outcomes
Understand the principles of category management and it’s role in building sustainable collaborative partnerships. Setting clear collaborative goals and putting in place the right performance tracking to ensure success.
Learn how to conduct a productive category assessment and identify clear insights and opportunities for the future. Understand what can and can’t be implemented to deliver the opportunity.
How the tactics and strategies will differ by retailers’ corporate strategies and retail channels they compete in.
Shoppers’ needs change by their behaviours, mission, consumption/usage and confidence. How to take this understand to build better category plans.
Know the levers effecting shoppers’ behaviour and how through category management you can leverage the in-store tools.
How to undertake a range review to build an optimised range.
Understand what it takes to maintain a sustained collaborative relationship; what are the challenges and how best to approach them.
Who’s it for?
If you are new to the role, these courses are specifically designed to guide you from the beginning of your learning journey to be confident position in your role. These courses will provide you with the all necessary skills and knowledge to excel in category management.
For experienced delegates, our sessions will build on your previous learnings and experiences to provide comprehensive functional training. Our courses are tailored to meet the complete needs of your role.
We believe that our courses will be beneficial to both new and experienced professionals.
Meet the trainer
Simon Attfield
Senior Consultant
IGD
Simon Attfield tutors on our open workshops and delivers bespoke Category and Shopper programmes. He has over 25 years’ experience working in category management, shopper marketing and sales for FMCG companies such as P&G, Britvic, Clairol, and most recently leading the customer marketing team at Tata global beverages.
This course has been split into six 3-hour sessions to cover these subject matters:
Introduction to Category Management
Understand the principles of category management and the category management process.
It’s role in building better sustainable businesses.
The roles and responsibilities when it comes to delivering category management.
Opportunity identification and strategic development
How to conduct a category assessment and from that identify future opportunities and the importance of turning those into category strategies.
The metrics of success, and how category management supports commercial success.
Unlocking insight from a robust analysis
The role of different types of data available and how to analyse and unlock the actionable insights.
Importance of future thinking in unlocking future opportunities.
Building on insight into creative problem solving.
Implementing tactics to deliver success
Understand the range of tactics available to category management.
Deep dive on delivering robust and sophisticated range recommendations as part of a range review.
Understanding the needs of the customer
Understand the needs of the customer. What are the roles and responsibilities of key roles and their influence on category management.
Delivering plans and continuous improvement
How to build category plans that deliver positively for the retailer and supplier. How to collaborate to best ensure delivery of initiatives.
How to inspire and make the most of your collaboration and build valuable partnerships.
Dates
The Complete Category Manager (Virtual) course has been split into six three-hour sessions.
20,21,22 January and 3,4,5 February 2026 09:30am - 12:30pm
Tickets
Member Discount: £999
Non-Member: £1,200
Small business rate: To qualify for a discounted rate you will need to be a small manufacturing business with a global turnover of less than £10 Million. Place your order above and email your annual global turnover to [email protected], or get in touch if you have any questions.
Prices displayed ex-VAT. IGD reserves the right to alter any element of the programme, such as speakers, times and venue, should the need arise. All bookings are subject to acceptance of IGD Terms & Conditions. IGD reserves the right to reject any order at its discretion.
Cancellation Fees
Cancellations to be confirmed in writing
Over 30 days notice - Full refund
15 - 30 days notice - 50% refund
Less than 15 days notice - No refund/transfers
Please email [email protected]
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