MKT42440 Shopper Marketing

Academic Year 2020/2021

This module deals with the relatively new field of Shopper Marketing – marketing at the point of purchase. Shopper marketing is becoming increasingly important with the rise of eCommerce as a feature of more and more brands’ go-to-market strategies. The module is based on 3 ideas; i) Moments of Truth, ii) people behave differently as purchasers of a product than they do as consumers of that product, iii) recent disruption of Consumer Decision Journeys has led to the increased importance of Point of Purchase marketing across all types of retail from traditional to the latest digital channels.

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.

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Curricular information is subject to change

What will I learn?

Learning Outcomes:

Upon completion students should be able to:
-Build comprehensive Marketing Plans with the Shopper in Mind in order to effectively turn Shoppers into Buyers.
-Understand how the Shopper is different to the Consumer of a brand.
-Be able to apply the idea of ‘Moments of Truth’ to marketing plans and campaigns.
-Use Consumer Decision Journey tools to systematically plan Shopper Marketing campaigns, influence targets and automate the shopping process.
-Apply a practical understanding of Shopper Marketing principles to multiple distribution channels and categories e.g. FMCG, Sports, Fashion & eCommerce.

Indicative Module Content:

Lecture Plan – 12 lecturers

1. Context; the marketing landscape & the rise of Shopper Marketing
- Marketing landscape
- Marketing Frameworks
- FMOT – the First Moment of Truth
- The Shopper and the Shopper Marketing Framework

2. Shopper Marketing Fundamentals & Roles
- Marketing Fundamentals & Marketing Strategy
- Approaches to Shopper Marketing
- Introducing the Shopper Marketing Checklist
- Shopper Marketing Hot House; FMCG & Supermarkets

3. Positioning, Customer Value Propositions & Retail Business Models
- Customer Value Propositions
- Retailing Business Model Choices
- Positioning for retailers & Retail Brand Equity
- Impact of eCommerce on retail business models

4. Branding in Retail – Stores as a reinforcing expression of the brand
- Desired Equity
- Brand Equity Statements
- Retail as an expression of the brand

5. The Shopper
- Shopper insights
- Shopper Behaviour
- Shopper Research

6. Customer Relationship Management & Data Strategy
- Marketing in the information age
- CRM & Customer loyalty schemes
- Data Strategy – Clive Humby, Henley, Oct ‘19
- The significance of data in powering personalisation

7. Consumer Decision Journeys (Path-to-purchase)
- Introduction to the Consumer Decision Journey in Retail
- Marketing Automation & the significance of Instagram
- Trial Barriers
- Building Shopper Marketing Plans around the CDJ
- The Marketing Communications Insight Model
- IN-MODULE ASSESSMENT: Build a Consumer Decision Journey for a retailer of your choice (20% of grade)

8. FMOT Comms
- Comms Ideas based on the Marketing Communications Insight Model
- Instore Communications - instore media, packaging & claims
- Merchandising in consumer goods
- Shopper Marketing Programs
- EXAMPLE: Gillette Disposables Instore Agency Presentation

9. Shopper Marketing in eCommerce
- The changing retail environment, a blurring of the lines between Retail, eComm & Marketing.
- Search – a tax on business & a route to more accurate marketing metrics
- The eCommerce Funnel
- Focus on the future, Amazon & Instagram

10. Shopper Marketing in Influenced Retail
- Influenced Retail - meet the shop assistants
- Merchandising in Influenced Retail – The retailing fundamental
- Examples of Shopper Marketing programs in influenced retail
- EXAMPLE: The VECTRA merchandising model

11. Execution; Go to Market & Shopper Marketing Plans
- Concept selling
- Writing Shopper Marketing Plans
- Strategic Plan Execution
- Go to Market

12. Course Recap & Assessment Preparation
- Feedback on CDJ in-module assessment
- Assessment outline
- Assessment examples

How will I learn?

Student Effort Type	Hours
Lectures	36
Total	36

Am I eligible to take this module?

Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles

Not applicable to this module.

How will I be assessed?

Assessment Strategy

Description	Timing	Open Book Exam	Component Scale	Must Pass Component	% of Final Grade
Assignment: Written Assignment - Case Study	Unspecified	n/a	Graded	No	60
Attendance: Class participation	Unspecified	n/a	Graded	No	20
Presentation: Group Component - In Class Presentation	Throughout the Trimester	n/a	Graded	No	20

Carry forward of passed components
No

What happens if I fail?

Remediation Type	Remediation Timing
Repeat	Within Two Trimesters

Assessment feedback

Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.