The Ahmedabad-based media institute conducts a Management Development Programme (MDP) to train marketing professionals on turning shoppers into buyers. Prachi Rege reports
Shopping is the most sought after lesiure activity. However, when it comes to the branding business, the bottom line is to make enough profits out of a product on sale. This can be done only by turning shopoholics into buyers of their brand. Keeping this important element of marketing in mind, MICA (Mudra Institute of Communications, Ahmedabad), has organised a Management Development Programme (MDP) called 'Shopper Marketing'.
"The aim of conducting this programme is to equip participants with an understanding of the concept of 'Shopper Marketing'. This is a new approach being used by the brands, across channels," says Mini Mathur, programme director, MICA. Explaining the concept of shopper marketing Mathur explains that it is all about understanding your target customers as 'shoppers' and leverage the insights generated in the process, to the benefit of all its stakeholders, specifically brands and retailers.
The MDP is a three-day intensive programme to be held from November 13 to 15. Attending this MDP will be beneficial for professionals who work at senior and middle level management positions, in the area of marketing, branding, advertising and retail. Speaking about the benefits, Mathur says, "they will get a deep understanding of the shopper marketing process. It will help them to compare and contrast various tools and techniques used."
Candidates who participate in the MDP will get to learn through lectures, presentation-led case studies, discussions, store-visits for live cases, group exercises and brain-storming sessions. The pedagogy is a mix of classroom and live case discussions. "The focus will be on essentials of shopper marketing and retail, shopper behaviour – understanding the complex decisions they make, trip types and shopper types, shopping currencies, insights to action, measuring effectiveness and shopper marketing process," mentions Mathur.
Programme Fees -
Indian Participants: Rs 30,000
International Participants: USD 1,250