Shopper and Trade Marketing

The purpose of this course is to give Bachelor students a fundamental understanding of manufacturer-retailer relationships in the consumer goods and retailing industry. They should especially be able to identify options for manufacturers to build, maintain, and extend the relationships to retailers and shoppers. Furthermore, students should learn how manufacturer can stand out and create a competitive advantage at the point of sale (POS). This is more than ever important to generate short-term revenues for the brand and to build and sustain long-term brand equity. Stressing an applied focus, the course makes use of real-life cases and guest lectures.

Books (only recommended):Barden, Phil (2022). Decoded. The science behind why we buy. 2nd Edition, Wiley.Hillesland, Jan, Thomas Rudolph, Jan Niklas Meise, Odd Gisholt, Alf Bendixen, Truls Fjeldstad, Jens Norfält, Jesper Clement (Eds.) (2012): Fundamentals of retailing & shopper marketing. Pearson.Articles:Burke, R. R., & Leykin, A. (2021). Identifying the drivers of shopper attention, engagement, and purchase. InThe Routledge Companion to Marketing Research,Routledge, 319-355.Chandon, P., Hutchinson, J. W., Bradlow, E. T., & Young, S. H. (2009). Does in-store marketing work? Effects of the number and position of shelf facings on brand attention and evaluation at the point of purchase.Journal of Marketing, 73(6), 1-17.

Group presentation

Take-home exam

Grundlagen des Marketing und der Konsumgüterindustrie

90