Academic Catalog 2022–2023

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MKT333 Shopper Behavior

[3–0, 3 cr.]

The objective of this course is to provide you with the latest world-class knowledge of major frameworks, theories, and research findings in the trending field of shopper behavior and shopper marketing. The goal of this course is not to simply learn the material, but rather it is to integrate and apply it. By the end of this course, you should not only be familiar with a large body of shopper marketing knowledge, but you should also be able to apply this information to create and evaluate effective shopper marketing strategies and tactics.  Emphasis will be placed on understanding shoppers’ & retailers’ motivations, crafting effective category strategies, making efficient use of the in-store environment, and understanding related key business drivers & metrics.

Prerequisite: MKT201 Introduction to Marketing