MKT42440 Shopper Marketing

Academic Year 2019/2020

This module deals with the relatively new field of Shopper Marketing. The module is based on 3 ideas; i) Moments of Truth ii) the idea that people behave differently in the roles of Shopper & Consumer, iii) buyers are often to the consumers of a brand. Participants will explore how to understand and influence Shoppers across multiple routes to market – from Supermarkets to eCommerce. The course work draws heavily on practical examples & case-studies that reflect the day-to-day work of Marketers seeking to turn Shoppers into Buyers.

Lecture Plan Titles
6 lecturers over 6 or more weeks including group work to be presented back to the class at the following lecture.

1 Context; Moments of Truth Marketing & Shopper Marketing within the Brand Building Framework

2 Path-to-Purchase; systematically mapping the consumer journey & it’s effect on media planning & marketing plans

3 FMCG & Supermarket Shoppers – understanding, planning & influencing.

4 Influencer Marketing in the retail environment.

5 Shopper Marketing in the digital world, a blurring of the lines.

6 Shopper Marketing & the Retail environment in Marketing Plans

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Curricular information is subject to change

Learning Outcomes:

This module deals with the relatively new field of Shopper Marketing. The module is based on 3 ideas; i) Moments of Truth ii) the idea that people behave differently in the roles of Shopper & Consumer, iii) buyers are often different to the consumers of a brand. Participants will explore how to understand and influence Shoppers across multiple routes to market – from Supermarkets to eCommerce. The course work draws heavily on practical examples & case-studies that reflect the day-to-day work of Marketers seeking to turn Shoppers into Buyers.

Student Effort Type Hours
Lectures

36

Total

36

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.  
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Presentation: Group Component - In Class Presentation Throughout the Trimester n/a Graded No

30

Attendance: Class participation Unspecified n/a Graded No

20

Assignment: Written Assignment - Case Study Unspecified n/a Graded No

50


Carry forward of passed components
No
 
Remediation Type Remediation Timing
Repeat Within Two Trimesters
Feedback Strategy/Strategies

• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

Spring
     
Lecture Offering 1 Week(s) - Spring: All Weeks Thurs 15:00 - 17:50

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