A- Ideas Expression:
-Structure and Express ideas clearly and with impact in oral and written presentations.
B- Analysing and problem solving:
-Identify key issue(s) of the company studied;
-Formulate solutions and recommendations in situations of limited or incomplete information.
C- Knowledge integration:
-Analyze and evaluate firm and industry performance using internal and external information;
-Develop and propose measures to serve and supply the consumers and markets with efficiency and efficacy.
-Provide participants with a theoretical-conceptual framework for the definition of a Trade & Shopper Marketing strategy;
-Analyze the importance of producer, distributor and shopper management
-Analyze the importance of Point of Sale
-Trade & Shopper Mkt - concept, origin, evolution and interconnections
-Shopper, Producer and Distributor - differences and fragilities
-The battle for mindspace and shelfspace
-Trade marketing in the virtual retail
-The trade marketing pland and the trade marketing mix
In addition to strict compliance with the program regulation, the periodical evaluation method requires a minimum class attendance of 60% and:
- An assignment (individual or in group) with a weight of 40%;
- An individual test, with a weight of 60% and a minimum grade of 10 points.
Alternatively, the final exam, similarly to phase two exams, will account for 100% of the final grade, disregarding the periodical assessment component.
Mandatory
- Flint, D.J., Hoyt, C., Swift, N., Shopper Marketing: Profiting from the Place Where Suppliers, Brand Manufacturers, and Retailers Connect, Pearson, EUA, 2014
- Anthony, M., Desforges, T.,The Shopper Marketing Revolution, RTC Publishing, EUA, 2013
Optional
- Randall, Geoffrey, Trade Marketing Strategies: the partnership between manufacturers, brands and retailers, Butterworth Heinemann, Reino Unido, 1994.
- Cox,R, Brittain, P, Retail Management, Prentice Hall Finantial Times, Reino Unido, 2000
- Liljenwall, Robert, The Power of Marketing at-Retail, POPAI, EUA, 2008
- Thain, G., Bradley J, Storewars: the worldwide battle for mindspace and shelfspace, online and in-store, John Wiley & Sons, EUA, 2012
- Stahlberg, M., Maila, V., Shopper Marketing: How to increase purchase decisions at the Point of Sale, Kogan Page, Reino Unido, 2012
- Taylor, Mark, Who Killed Category Management. What every salesperson, marketeer, retailer and shopper needs to know about Retail Shopper Management, CreateSpace, EUA, 2013
- Lewis, R., Dart, M., The New Rules of Retail, Palgrave Macmillan, Reino Unido, 2014
