WHU | Logo

Product and Shopper Marketing

Participants of this course acquire hands-on competence in managing products and brands. By the end of this course, the students should be able to:
Course code
Course type
MSc Course
Weekly Hours
FS 2023
apl. Prof. Dr. Tim Oliver Brexendorf
Please note that exchange students obtain a higher number of credits in the BSc-program at WHU than listed here. For further information please contact directly the International Relations Office.

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
Wednesday, 11.01.2023 11:30 - 15:15
Wednesday, 18.01.2023 11:30 - 15:15
Wednesday, 25.01.2023 11:30 - 15:15
Wednesday, 01.02.2023 11:30 - 15:15
Friday, 03.02.2023 08:00 - 13:00
Wednesday, 08.02.2023 11:30 - 15:15
Wednesday, 15.02.2023 11:30 - 15:15
Theories concerning product managers' interfaces and tools.

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.

Required reading: Recommended literature uploaded on Moodle.
Real-life cases with several departments at Henkel and company visit
Joint lectures with practitioners and lectures
The grading is based on

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%)

BSc Brand Management (not obligatory), basic marketing know-how
WHU | Logo