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Principles of Shopper Marketing

Objectives

This course is an introduction to Shopper Marketing, designed for students with no previous Shopper Marketing background. In this course, students will explore the fundamentals of Shopper Marketing, its role in commercial decisions and how it influences the shopper purchase decision making, allowing to get in contact with global insights and practices while understanding its main benefits and challenges. Students will be presented with real case studies and insights, and will have the opportunity to hear from professionals and explore the current trends and issues faced by brands and retailers. 


General characterization

Code

2642

Credits

3.5

Responsible teacher

Miguel Pinto Valente Fernandes

Hours

Weekly - Available soon

Total - Available soon

Teaching language

English

Prerequisites

n/a 


Bibliography

Course Resources: Session slides and additional materials available in Moodle, such as case studies

The Moodle page of the course will include updated information about the course (assignments, readings, course schedule, etc.) - please check it regularly

Students can find additional literature using the Nova SBE Business Library  


Teaching method

This course will be composed by two 1.5 hours in-class session per week. Using a mix of different teaching approaches, such as in-person lecturing, videos, guest-speakers, case-studies and class debates, students will be exposed to the reality of Shopper Marketing and be able to gather a clear general knowledge of its practices. Classes will be highly interactive. Students are expected to discuss ideas in class and challenge each other. 

Evaluation method

Evaluation will be based on individual assignments, a group project and a final exam. 

1.Individual Grade a) Individual Report I: 10% b) Individual Report II: 10% c) Final Exam: 40% 

2.Group Project Study and analysis of a real case study a) Written Report: 20% b) Presentation: 20% 

 

Subject matter

In this course, students will develop a deep understanding of the key concepts of Shopper Marketing and acquire skills in the application of this knowledge. Contents include: 

0. Introduction to Shopper Marketing

1. Shopper Insights 

2. Revenue Growth Management 

3. Category Management 

4. Store Activation