Shopper Marketing (424-0-20)

Instructors

Elizabeth T Harris

Meeting Info

McCormick Foundation Ctr 3127: Tues 6:00PM - 8:50PM

Overview of class

Shopper Marketing focuses on understanding consumers who are in a "shopping mode," and developing insights that drive the most successful shopper marketing programs. It is comprised of category management, retail display, personal selling, packaging, promotion, research and marketing brought together in retailer-specific programs designed to fit the mutual interests of brands and retailers.

Students learn to deal with the sometimes conflicting interests of retailers and manufacturers in their efforts to influence their shared target consumers. Students identify best practices for executing and measuring the wide variety of in-store, near-store and online tactics and put these practices into use through a course-long shopper marketing project for a sponsoring company.

Best practices for the various in-store, near-store and online tactics that are used by today's leading Shopper Marketers

Metrics used to assess program success

How Shopper Marketing organizations are integrating their efforts with their overall marketing mix and how retailers are working with manufacturers to develop successful shopper programs

The tools and understanding needed to develop and execute a comprehensive Shopper Marketing program

Enrollment Requirements

Enrollment Requirements: PreReq: IMC 420: Brand Management Foundations