This course focuses on leveraging data via analytics and technology via mobile marketing (e.g., shopping apps) to understand consumers’ “path to purchase” and convert shopper insights into in-store marketing strategies. Sitting at the intersection of brand management, sales, and marketing research, shopper marketing is becoming a key business function at retailers and CPG firms. In this course, students learn the various aspects of shopper marketing via hands-on experience with analytical tools and software (e.g., Nielsen panel data and geodemographics tools). The course uses a combination of lecture, guest lectures by leading local firms (e.g., Heinz, Giant Eagle), and experience-based learning to equip students for careers in shopper marketing, digital marketing, retail consulting, and retailing.
Prerequisite(s): BMKT 2409 Marketing Management. Note: This course and BMKT 2409 Marketing Management may be taken concurrently.