Product and Shopper Marketing - M - Q3

Participation Prerequisites

Basic Marketing Knowledge, BSc module "Consumer goods marketing" (Brand Management/Shopper & Trade Marketing)(not obligatory)

Course Content

A - Introduction and relevance of product and shopper marketing

B - Product packaging and shopper marketing

C - Product variety and product line management

D - Workshop, case and get-together day with Procter & Gamble at WHU

E - Product management topic - Group presentations

F - Product management challenge - Group presentations

G - Product performance measurement

Intended Learning Outcomes and Competencies

Theories concerning product managers' interfaces and too.

The participants should ...

... know about the principles and basics of product & shopper marketing.
... understand how consumers evaluate products.
... know how to leverage consumer insights into actionable product and shopper marketing recommendations.
... know how to formulate strategies to build, leverage, and defend products.
... know how to develop successful (smart) products and avoid product failures.
... understand how to create compelling product packages and product lines/assortments and how to succeed at the POS.
... know how to evaluate product performance.

Instruction Type

Presence

Form of Examination

Literature

Recommended literature will be uploaded on Moodle.