Product and Shopper Marketing-M-

B - Konzept und Relevanz des Produkt- und Shopper-Marketing

C - Case Präsentation Produktmanagement und Global Experience Center (GEC) Tour bei Henkel

D - Produkt-Marketing

E - Shopper-Marketing

F - Case Präsentation Produktverpackung und/oder Internet der Dinge

G - Produktvarietät und Produktlinienmanagement

H - Produktcontrolling

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.

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%)