Shopper Marketing Mastery – The Complete course

Course Curriculum

Chapter 1: Welcome and Introduction

Lecture 1: Welcome and Introduction to the course

Chapter 2: Introduction and importance of Shopper Marketing

Lecture 1: What is Shopper Marketing?

Lecture 2: What is shopper marketing also?

Lecture 3: Shopper Marketing vs. Consumer Marketing

Lecture 4: Why is Shopper Marketing Important?

Lecture 5: The 4 main benefits of Shopper Marketing

Chapter 3: Connecting Brand and Shopper Marketing

Lecture 1: Understand the Brand Positioning model

Lecture 2: Understand a Brand Manifesto

Lecture 3: Understand a Brand Pyramid

Chapter 4: Shopper Psychology

Lecture 1: Introduction to Shopper Psychology

Lecture 2: Understand the impact of the subconscious mind

Lecture 3: The impact of Emotions

Lecture 4: Emotions, products and POSM

Lecture 5: The importance of understanding the brain

Lecture 6: Understand system 1 and system 2

Lecture 7: Fixation and placement

Lecture 8: Understand Retailtainment

Chapter 5: The Moments of Truth

Lecture 1: Introduction to the Moments of Truth

Lecture 2: Deep diving the Zero Moment of Truth

Lecture 3: Deep diving the First Moment of Truth

Lecture 4: Deep diving the Second Moment of Truth

Lecture 5: Deep diving the Third Moment of Truth

Chapter 6: Understanding the different Channels

Lecture 1: Introduction to channels

Lecture 2: Understand the off-trade channels

Lecture 3: Understand the on-trade channels

Lecture 4: Understand the e-commerce channels

Chapter 7: Mastering the Shopper Trip Missions

Lecture 1: What is a Shopper Trip Mission?

Lecture 2: A Shopper Trip Mission in action

Lecture 3: Importance of Shopper Trip Missions

Lecture 4: The Shopper Trip Missions

Chapter 8: Shopper Marketing and Category Growth

Lecture 1: Shopper and category introduction

Lecture 2: The 4 More's – a economic growth model

Lecture 3: The 5 Shopper Category Fundamentals

Lecture 4: Fundamental 1 – category structure

Lecture 5: Fundamental 2 – Ease of Shop

Lecture 6: Fundamental 3 – Education

Lecture 7: Fundamental 4 – Excitement

Lecture 8: Fundamental 5 – Product Quality

Lecture 9: Introduction to Category Solutions

Lecture 10: Two examples of best in class category activations

Lecture 11: Understanding Shopper Solutions

Chapter 9: The Path to Purchase

Lecture 1: Introduction to and definition of the Path to Purchase

Lecture 2: Modern off-trade Path to Purchase model

Lecture 3: Coca Cola best in class example Path to Purchase

Lecture 4: Shopper Trip Missions and Path to Purchase connection

Lecture 5: Activating different Shopper Trip Missions

Lecture 6: Off-trade messaging on the path to purchase from thematic to selling

Lecture 7: Messaging on the Path to Purchase Modern off-trade

Lecture 8: Introduction to Traditional Stores and emerging markets

Lecture 9: The Path to Purchase in Traditional Stores – the model

Lecture 10: Communication along the Path to Purchase in traditional stores

Lecture 11: The Path to Purchase in On-trade

Lecture 12: Examples of the Path to Purchase in on-trade

Lecture 13: Messaging on the path to purchase in on-trade

Lecture 14: The Path to Purchase in e-commerce

Lecture 15: Examples of the Path to Purchase in e-commerce

Chapter 10: Using Packaging in Shopper Marketing

Lecture 1: The importance of packaging in shopper marketing

Lecture 2: Examples of packaging and shopper marketing

Lecture 3: Examples of best in class packaging

Chapter 11: Defining Point of Sale Materials and the importance of POSM

Lecture 1: POSM importance and definition

Lecture 2: Purpose of POSM

Chapter 12: Point of Sale Materials Terminology

Lecture 1: POSM terminology definitions

Lecture 2: Different POSM categories

Chapter 13: Designing best in class POSM

Lecture 1: Introduction to POSM design and design principles.

Lecture 2: POSM examples – cut through

Lecture 3: POSM examples – consistent

Lecture 4: POSM examples – clear

Lecture 5: POSM examples – connect

Chapter 14: Evaluating Point of Sale Materials with the 4C toolkit

Lecture 1: Introduction and how to use the 4C toolkit

Lecture 2: The 4C toolkit template

Lecture 3: Evaluating off-trade POSM examples using the 4C Toolkit

Lecture 4: Evaluating on-trade POSM examples using the 4C Toolkit

Lecture 5: Evaluating e-commerce POSM examples using the 4C Toolkit

Chapter 15: Best in Class Point of Sale Materials examples

Lecture 1: Cut Through – Best in class POSM examples

Lecture 2: Clear – Best in class POSM examples

Lecture 3: Consistent – Best in class POSM examples

Lecture 4: Connect – Best in class POSM examples

Chapter 16: Understand Point of Sale Materials and Placement

Lecture 1: Understand the supermarket layout and POSM placement examples

Lecture 2: Understanding Secondary placements

Chapter 17: Shopper Marketing Activations

Lecture 1: Defining Shopper Marketing Activation

Lecture 2: Instore sampling and real time demos

Lecture 3: Limited time offers and gift with purchase

Lecture 4: Loyalty programmes