Product and Shopper Marketing
A - Introduction into product and shopper marketing
B - Concept and relevance of product and shopper marketing
C - Real-life case presentation on product management and Global Experience Center (GEC) tour at Henkel
D - Product marketing
E - Shopper marketing
F - Case presentation on product packaging and/or Internet of Things (IoT)
G - Product variety and product line management
H - Product performance measurement
| Date | Time |
|---|---|
| Monday, 07.01.2019 | 11:30 - 15:15 |
| Thursday, 17.01.2019 | 08:00 - 19:00 |
| Monday, 11.02.2019 | 11:30 - 15:15 |
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.
Joint lectures with practitioners and lectures
1) one individual submission (30%)
2) the evaluation of the Henkel Product Management Case presentation (30%)
3) the evaluation of the Henkel Packaging/IoT Case presentation (40%)