Xokth Dhren delivers online lecture series focused on retail marketing — from shopper psychology to category management. Each program is built around how retail actually works, not how textbooks describe it.
Each track addresses a distinct area of retail marketing. The sessions are sequential — later lectures reference earlier material, so the structure is intentional, not arbitrary.
Retail decisions happen fast — often in under three seconds at shelf level. This track examines the cognitive shortcuts shoppers rely on, how store environment shapes perceived value, and where rational decision-making breaks down under time pressure.
Category management is less about assortment breadth and more about understanding which SKUs earn their shelf space. Lectures cover ranging decisions, planogram logic, and how to negotiate with suppliers without compromising the category's commercial role.
Retail pricing is a signalling system as much as a revenue tool. This track covers psychological pricing, competitive price positioning, and how promotional depth affects long-term brand perception inside a store format.
Store layout determines which products get seen and which get skipped. Sessions examine traffic flow analysis, hot and cold zone identification, and how fixture placement interacts with natural walking patterns in different store formats.
Poorly designed promotions can erode full-price sales over time. This track covers promotional mechanics — how to structure offers that generate genuine uplift, how to measure true incrementality, and how to avoid the patterns that create deal-seeking behaviour.
Retail media has shifted from a supplementary tactic to a significant revenue line for larger retailers. Sessions examine how to evaluate media placements analytically, how suppliers and retailers negotiate media budgets, and what attribution methods are actually reliable.
The lectures suit retail professionals at different stages — store managers handling day-to-day operations, buyers building category assortments, and marketing staff working on in-store promotions. Prior formal marketing education is not required.
All lectures are delivered online through a structured sequential format. Each session builds on the previous one, so the order matters. Materials remain accessible after each session so you can revisit specific topics.
Sessions follow a structured release schedule rather than a fully self-paced model. This keeps participants at a similar point in the material, which makes group discussion and Q&A more useful.
The curriculum covers shopper psychology, category management principles, pricing mechanics, promotional planning, and store layout strategy. Each topic is grounded in retail-specific scenarios rather than generic marketing theory.
Detailed session outlines, prerequisites, and scheduling are on the program page.