Changes in technology, the acknowledged centrality of the point of sale, the maturity of markets and greater autonomy of choice on the part of the consumer explain the growing attention on the part of companies to the development of the shopper marketing function, which complements the more traditional consumer marketing function.
This course responds to companies and managers who wish to deepen this discipline in order to acquire new skills and find new sources of competitive advantage in the markets in which they operate.
Thanks to an interdisciplinary approach (both in terms of content and in terms of the professional background of the faculty) the programme provides methodologies, tools and expertise to start or consolidate shopper marketing activities in companies.
Through a balanced mix of theory and practice, participants will be able to learn how to build shopper value and compete in the moments of truth before consumption.
The structure is divided into 5 modules for a total of 5 teaching sessions divided into two slots: the first consisting of two days and the second of three.
Accreditation
Bologna Business School is EQUIS – EFMD Quality Improvement System accredited, one of the most important international quality assessment and continuous improvement systems for Schools of Management and Business Administration.
Francesco De Rose
Director of Studies
francesco.derose@bbs.unibo.it
" By the end of the course, you will be able to analyse and understand the shopper's decision-making process, design an effective marketing strategy, and develop the right actions to facilitate and influence purchasing choices "
Structure
The programme is structured in 5 teaching sessions in on-campus mode, on Wednesdays, Thursdays and Fridays, from 9.15 a.m. to 5.45 p.m.
The dates of the sessions are:
- 15 May 2025
- 16 May 2025
- 11 June 2025
- 12 June 2025
- 13 June 2025
Five modules will be covered in depth:
- Customer science and purchasing behaviour
- Market research
- Category management: a shopper based approach
- The shopper marketing plan
- The impact on brand management
COURSES
• Introduzione: la customer science come disciplina di business
• Il framework per la costruzione del valore verso il consumatore-shopper
• Le fasi del consumer e shopper journey
• Il comportamento d’acquisto degli shopper
• Lo studio e la comprensione delle shopping mission
• Le principali fonti e metodologie di ricerca
• La segmentazione e l’identificazione di shopper personas
• La traduzione degli insight in criteri decisionali
• Il category management: obiettivi, processo, evoluzione
• Definizione e segmentazione di categoria
• I driver della crescita
• Le scelte strategiche
• Lo sviluppo delle azioni
• Le logiche e di criteri decisionali del retailer
• Dal consumer allo shopper
• Il processo di sviluppo delle opportunità di crescita
• La costruzione dell’engagement idea
• La gestione omnichannel
• La differenziazione per retailer
• La definizione del blue print a pv e nei totchpoint esterni
• Implementazione e controllo: kpi e feedback
• Esempi di successo ed opportunità mancate
• Shopper marketing ed impatto sulle scelte di branding
• Il processo rivisitato di innovazione di prodotto
• Impatto su packaging primario e secondario
• Comunicazione e golden rule della creatività
• Strategie di implementazione autonome o congiunte con il retailer
• Caso aziendale in aula
Faculty
Faculty members at Bologna Business School work together offering outstanding teaching standards. An international and interdisciplinary approach is guaranteed by a joint team of distinguished national core professors, adjunct, visiting professors, guest speakers and top managers.
-
Francesco De Rose
Franchising Manager
Coop Italia
-
Elisa Pucci
Client Director
Alkemy
-
Paolo Zazzi
Management Consultant
Networking
Networking takes place between participants from the same class and teachers, as well as with participants from other courses or previous editions of the same programme.
COMPANIES
Over the years, our partners have been constantly involved in the various activities that make up the structure of our programmes. Companies belonging to our network participate in project work and master classes; they actively contribute to introducing guest speakers and organising company visits. Our partners are our primary supporters: they sponsor various scholarships, host student internships and provide professional opportunities for graduates.
Bologna Business School partner companies are:
AEROPORTO G. MARCONI ASSICOOP BOLOGNA METROPOLITANA AUTOMOBILI LAMBORGHINI BOLOGNA FIERE BREVINI POWER TRANSMISSION CAMERA DI COMMERCIO DI BOLOGNA CAMERA DI COMMERCIO DI FERRARA CAMERA DI COMMERCIO DI FORLÌ-CESENA CAMERA DI COMMERCIO DI MODENA CAMERA DI COMMERCIO DI RIMINI CAMST CARPIGIANI GROUP CASSA DI RISPARMIO IN BOLOGNA CONFCOMMERCIO EMILIA ROMAGNA CONFINDUSTRIA EMILIA ROMAGNA COSWELL DATALOGIC DUCATI MOTOR HOLDING ENEL ENGINEERING INGEGNERIA INFORMATICA EXPERT SYSTEM FALORNI FASTWEB FERRARELLE FERRARI FERRETTI GROUP FINALMA FONDAZIONE CARISBO FONDAZIONE CASSA RISPARMIO CESENA FONDAZIONE CASSA RISPARMIO DI CENTO FONDAZIONE CASSA RISPARMIO DI IMOLA FONDAZIONE CASSA DI RISPARMIO DI CARPI FONDAZIONE CASSA DI RISPARMIO DI FERRARA FONDAZIONE CASSA DI RISPARMIO DI PADOVA E ROVIGO FONDAZIONE G. MARCONI FONDAZIONE IBM ITALIA FONDAZIONE ISABELLA SERÀGNOLI FONDAZIONE DEL MONTE DI BOLOGNA E RAVENNA FONDAZIONE PER LA COLLABORAZIONE TRA I POPOLI FOOD TREND FOUNDATION FURLA GOOGLE ITALIA GRANAROLO GROUPM GRUPPO COESIA GRUPPO SISTEMA H-ART HSPI HAWORTH HERA HORSA IBM ITALIA IMA ICONSULTING INTESA SAN PAOLO KPMG ADVISORY LABORATORI GUGLIELMO MARCONI LANDI RENZO LEGACOOP BOLOGNA LIGHTHOUSE MANUTENCOOP MAPE MAPS MASAI ITALIA MASERATI MICROSOFT ITALIA MONTENEGRO N.C.H. NUOVI CANTIERI APUANIA OLIDATA ONIT GROUP OPERA SANTA MARIA DEL FIORE PHILIP MORRIS ITALIA POLTRONESOFÀ REGIONE EMILIA-ROMAGNA RICOH S.E.C.I. GRUPPO INDUSTRIALE MACCAFERRI SAP SCS CONSULTING STMICROELECTRONICS SCHNEIDER ELECTRIC SEPS TECHNOGYM TEUCO THE BOSTON CONSULTING GROUP TOYOTA MATERIAL HANDLING ITALIA TREVI GROUP UMBERTO CESARI UNICREDIT UNIEURO UNINDUSTRIA BOLOGNA UNIPOL VEM SISTEMI VERONESI VIABIZZUNO VIDEOWORKS VOLVO CAR ITALIA WPP ITALIA YOOX NET-A-PORTER GROUP
FEES
The course registration fee is
3,200 euros (+ VAT) for enrolments from companies and institutions
2,600 euros (+ vat) for individual enrolments.
There are reduced fees for early enrolment.
The fee includes attendance of the programme, all study materials available through the online platform and access to Bologna Business School services, which include: personal Alma wi-fi account, use of the study areas and access to the internal gym.
Discounts are available:
- for Business Network companies;
- for Alma/BBS and Profingest Alumni;
- for groups of at least 3 people.
INTERPROFESSIONAL FUNDS
Alumni and companies can check the availability of vouchers at the Interprofessional Fund of reference:
- Fondimpresa – for middle managers / middle management
- SME Managers Fund – for managers of industrial SMEs
- Fonditalia Fondirigenti – for executives
- Fon.Coop – for cooperative companies
REQUIREMENTS
The course is reserved for a maximum of 20-25 participants.
APPLICATION PROCESS
To enroll, simply download the registration form and send it by email.
Application form as an individual Application form as a companyFAQs
At the end of the course, a participation certificate is issued (upon reaching 80% of classroom hours).
The documents used in the classroom and any further reading or exercises will be uploaded to our platform, whose credentials will be delivered in the classroom.
Should a group of colleagues wish to participate in the program, it is possible to contact the Program Manager to evaluate an ad hoc participation price.
Our short courses do not require a specific course of study. It is important to have a few years of work experience behind you that can help you, inside the classroom, by bringing real cases dealt with and solutions adopted during your work.
