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.

MODULE 1: Growing Brands in the Omni-channel World | 11.04.2018
TRAINER: KENAN NASHAT & HALUK SİCİMOĞLU

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.
MODULE 2: Moving from Insights to Action | 18.04.2018
TRAINER: KENAN NASHAT & MEHMET EMİN ATALAY

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

AT THE END OF THE PROGRAM, PARTICIPANTS WILL RECEIVE A THAAT’S THE ACADEMY CERTIFICATE.

TO RECEIVE THE CERTIFICATE, PARTICIPANTS SHOULD ATTEND ALL OF THE MODULES.

TRAINING PROGRAM IS LIMITED TO 25 PEOPLE.

ALPER BARIŞ | DIRECTOR OF ACADEMY | ALPER@THAATS.IT | +90 532 100 1372