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Shopper Marketing Fundamentals 


An introductory online course which will provide an understanding of the fundamentals of shopper marketing across 6 self-paced modules. Course topics include definitions, retail objectives, POP drivers, the path to purchase, shopper behaviour and digital developments. Time to start a course.

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Lesson Module 1 | Shopper Marketing Definitions
Lesson Module 1 | Shopper Marketing Definitions

Contents

  1. Why Shopper? Shopper vs Consumer
  2. Shopper Research & Insights
  3. Retail Marketing Defined
  4. Test your knowledge: Quiz

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40 minutes
2 steps
Lesson Module 2 | Understanding Retail Objectives
Lesson Module 2 | Understanding Retail Objectives

Contents

1. Retail and manufacturer business models, priorities and drivers.​

2. Key retail objectives and implications for retail/shopper marketing programs. 

3. Test your knowledge - Quiz 

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40 minutes
2 steps
Lesson Module 3 | Point of Purchase (POP) Drivers
Lesson Module 3 | Point of Purchase (POP) Drivers

Contents

1. What are POP drivers?

2. POP drivers in more detail 

3. Test your knowledge - quiz

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40 minutes
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Lesson Module 6 | Bringing it all together
Lesson Module 6 | Bringing it all together

Contents

1. Recap of learnings, frameworks and principles from Modules 1-5

2. Bringing it all together: shopper and retail marketing campaign examples showcasing the principles

3. Retail Marketing Defined

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40 minutes
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Lesson Module 5 | Shopper Behaviour
Lesson Module 5 | Shopper Behaviour

Contents 

1. Why they Shop: Occasions, missions, motivations, barriers and the impacts of life stage

2. How they Shop: Purchase decision hierarchies, planning and impulse, navigation

3. Test your knowledge: Quiz

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40 minutes
2 steps
Lesson Module 4 | Path to Purchase and Touchpoints
Lesson Module 4 | Path to Purchase and Touchpoints

Contents

  1. What are purchase journeys and the path to purchase?
  2. Why it’s important to understand purchase journeys
  3. Types of purchase journeys
  4. Touchpoints, and their role in purchase journeys
  5. Messaging and calls to action across touchpoints
  6. Test your knowledge - quiz

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40 minutes
2 steps