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Our Degree Programs
Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
T.LECLERCQ
Stakeholder(s)
Jean-Christophe Bonnard
Présentation
Prerequisite
*Marketing Principles, (4P). How manufacturers, retailers and channel members can partner on product, price, promotion and distribution.
*Basic knowledge on Channel Marketing (P.Kotler)
*Basic knowledge on Channel Marketing (P.Kotler)
Goal
***Main Goals:
- Foster Innovation supported by analytical aptitudes, appropriate methodologies and problem-solving skills and effective communications skills
- Grasp Channel Marketing, Trade channel, Moment of Truth, Customer Path, Shopper Marketing
- Master the Trade marketing activities (various sectors).
- Develop Point of Sales (POS) plan combining sales and marketing operations.
- Execute Merchandising and Category Management activities.
- Design Shopper marketing initiatives
- 3.B Propose creative solutions within an organization
- 4.C. Convey powerful messages using contemporary presentation techniques
- 5.B Construct expert knowledge from cutting-edge information
- Foster Innovation supported by analytical aptitudes, appropriate methodologies and problem-solving skills and effective communications skills
- Grasp Channel Marketing, Trade channel, Moment of Truth, Customer Path, Shopper Marketing
- Master the Trade marketing activities (various sectors).
- Develop Point of Sales (POS) plan combining sales and marketing operations.
- Execute Merchandising and Category Management activities.
- Design Shopper marketing initiatives
- 3.B Propose creative solutions within an organization
- 4.C. Convey powerful messages using contemporary presentation techniques
- 5.B Construct expert knowledge from cutting-edge information
Presentation
-Trade-marketing (TM) was created in the US by a cooperation between P&G and Walmart. TM is first a partnership (Manufacturers, Retailers) whose objective is to reduce costs through exchange of data (ECR), and to develop relevant marketing actions on the point of sale.
It includes efficient consumer response, supply chain, merchandising, promotion, assortment, category management, packaging operations, marketing actions... in order to share the profits and create value.
- Grasp the Pull / Push marketing and applications.
- Recently, the Trade-marketing’s approach has moved from “classic marketing” (leaving the consumer outside of the store) to “Shopper Marketing” , focused on the key “Moment of the truth (P&G) then "Zero Moment of Truth (Google)”. We will study the Consumer decision journey, learn what is the differences between a "Consumer" and Shopper marketing, then the practices and execution strategy in the marketplace. Companies are aligning Trade Marketing / Shopper Marketing and Brand Marketing to develop Integrated Marketing. We'll cover FMCG sector as other channel (such pharmacy, Luxury and Digital...)
It includes efficient consumer response, supply chain, merchandising, promotion, assortment, category management, packaging operations, marketing actions... in order to share the profits and create value.
- Grasp the Pull / Push marketing and applications.
- Recently, the Trade-marketing’s approach has moved from “classic marketing” (leaving the consumer outside of the store) to “Shopper Marketing” , focused on the key “Moment of the truth (P&G) then "Zero Moment of Truth (Google)”. We will study the Consumer decision journey, learn what is the differences between a "Consumer" and Shopper marketing, then the practices and execution strategy in the marketplace. Companies are aligning Trade Marketing / Shopper Marketing and Brand Marketing to develop Integrated Marketing. We'll cover FMCG sector as other channel (such pharmacy, Luxury and Digital...)
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Coaching | 2,00 | ||
| Autoformation | |||
| Lecture du manuel de référence | 1,00 | Articles. | |
| Recherche | 1,00 | ||
| Travail personnel | |||
| Group Project | 20,00 | ||
| Individual Project | 2,00 | ||
| Charge de travail personnel indicative | 8,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
The assessment combines an individual exam (QCM-Multiple Choice Questionnaire, Open questions), in class participation during the interactive course and 3 case studies and various in class presentation.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 0,00 | 0 | 10,00 |
| QCM | 0,00 | 0 | 30,00 |
| Examen (final) | |||
| Examen écrit | 0,00 | 0 | 20,00 |
| Autres | |||
| Etude de cas | 0,00 | 0 | 20,00 |
| Projet Collectif | 0,00 | 0 | 20,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Marketing Management - Kotler - Channel Marketing chapter - -
Shopper marketing articles distributed in class. - -
Articles related to Trade activities: (How P&G gain shares with Trade marketing + branding alignement, How P&G increase on-shelf availability to be distributed during session -
Coca Cola Shopper Marketing (real research and plan developed in the US and EMEA) -
Shopper marketing articles distributed in class. - -
Articles related to Trade activities: (How P&G gain shares with Trade marketing + branding alignement, How P&G increase on-shelf availability to be distributed during session -
Coca Cola Shopper Marketing (real research and plan developed in the US and EMEA) -
Internet resources