MKT333 Shopper Behavior

[3–0, 3 cr.]

The course examines the evolving field of shopper behavior and shopper marketing, exploring the interplay between shoppers, retailers, and the marketplace. Emphasis is placed on understanding shoppers’ and retailers’ motivations, crafting effective category strategies, optimizing the in-store environment, and applying key business drivers and metrics to achieve competitive advantage. The course integrates leading frameworks, theories, and research findings to bridge academic knowledge with practical application in today’s rapidly changing business environment.

Topical coverage includes: situational shopper marketing in response to internal and external environmental changes; category strategy and management decision-making; environmental factors influencing shopper behavior and retail competitiveness; and tools for conducting comprehensive retail and shopper analysis and evaluation.

Prerequisite: MKT201 Introduction to Marketing