Ön Kayıt Formu
Founder & Chief Strategy Officer
THAAT'S IT! &
BİLGİ ÜNİVERSİTESİ ÖĞR. ÜYESİ
Kenan F. Nashat
Director Of Consulting
Turkey & Middle East / Engage
Mehmet Emin Atalay
Ex GM at Yıldız Holding
Grup Produckt Manager - Marketing Head Of On
Premise Channel / Coca Cola İçeçek
Shopper Experience LAB
In this certificate program, we will look at how brand marketing needs to adapt in an environment where power has shifted into the hands of the shopper.
We will look at providing a holistic framework to integrating sales and marketing functions within an organisation, and provide practical models to understand the interplay of brands within different channels.
This training program is suitable for all levels of marketing and sales professionals, providing them with a process that helps them make informed choices in determining the marketing mix and their channel investments, leading to better ROI’s.
How to improve the impact of your brand marketing activities to create results and improve your ROI.
- Background: The crisis in Consumer goods marketing, the evolution of modern marketing and the age of the omni channel shopper.
- The challenges of shopper based marketing and how it fits into existing business structures.
- Understanding consumption drivers.
- Understanding which data is valuable (and which is not), the different research techniques and how to get the best value from research.
- Understanding the difference between consumer and shopper segmentation and how this affects channel prioritisation.
Prioritising your marketing mix to create meaningful activation.
In this module we will look at the practical implementation of the knowledge from module 1, to improve business efficiency. We’ll go from identifying consumer and shopper segments to understanding how each of these segments interact with channels. This leads us to a clear prioritisation and a template for channels strategies.
- Understand how to use insight to uncover growth drivers.
- Shopper research – what is it? why is it useful. How do you do it?
- Creating impactful sales propositions and brand plans
- Effective Shopper Experience Activations from Coca-Cola Brand
Program hakkında daha detaylı bilgi için Alper Barış'a ulaşabilirsiniz.
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