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Product and Shopper Marketing - M

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
MKT610
Course type
MSc Course
Weekly Hours
2,5
ECTS
5.0
Term
FS 2024
Language
Englisch
Lecturers
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 and relevance of product and shopper marketing

B - Product packaging and shopper marketing

C -Product variety and product line management

D -Workshop, case and get-together day with Procter & Gamble at WHU

E - Product management topic - Group presentations

F - Product management challenge - Group presentations

G -Product performance measurement

Date Time
Wednesday, 10.01.2024 11:30 - 15:15
Wednesday, 17.01.2024 11:30 - 15:15
Wednesday, 24.01.2024 11:30 - 15:15
Wednesday, 31.01.2024 15:30 - 23:59
Wednesday, 31.01.2024 15:30 - 23:59
Wednesday, 31.01.2024 15:30 - 23:59
Wednesday, 31.01.2024 15:30 - 18:45
Wednesday, 31.01.2024 15:30 - 23:59
Wednesday, 31.01.2024 15:30 - 23:59
Wednesday, 31.01.2024 15:30 - 23:59
Wednesday, 31.01.2024 15:30 - 23:59
Friday, 02.02.2024 09:00 - 13:00
Wednesday, 07.02.2024 11:30 - 15:15
Wednesday, 14.02.2024 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.
Lecture, guest lecture, workshop, case and get-together day with Procter & Gamble at WHU
The grading is based on

1) oneindidivual take-home assignment (50%)

2) the evaluation of a Product Management Topic presentation (35%)

3) the evaluation of a Product Management Challenge presentation (15%)

Basic marketing know-how, BSc module "Consumer goods marketing" (Brand Management/Shopper & Trade Marketing)(not obligatory)
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