Module Details

Module Code: MGMT H4324
Module Title: Shopper Category Management
Title: Shopper Category Management
Module Level:: 8
Credits:: 5
Module Coordinator: Myles Kelly
Module Author:: Rita Kelly
Domains:  
Module Description: The primary objective of this module is to provide the student with an understanding of the key role that Category
Management has played in the evolution of the consumer goods retailing and marketing
industry since its introduction thirty years ago and to reinforce the importance that this
core business process will continue to play as an essential business method in the
dynamic world of consumer and shopper marketing.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Critically assess the Category Management process and it's application in managing and formulating a Category Plan.
LO2 Formulate & Present a Category Plan for a specific category and for a specific retailer.
LO3 Determine the dynamics & challenges of retailing Fast Moving Consumer Goods and assess their implications from a consumer behaviour perspective, a retailer and a brand manufacturer perspective.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Additional Requisite Information
No Co Requisites listed
 
Indicative Content
Introduction to FMCG Marketing:
Profile of the top FMCG brands: Ireland and Worldwide. • A Category Manager’s Job defined– Organisational structures & job titles in FMCG Sales/ Marketing.
Distribution Channels of Fast Moving Consumer Goods: Grocery Retailing
Grocery Retailing Industry: Management of Supply Chains, Logistics & Efficient Consumer Response European Retailing industry. Profile of Irish Retail Industry for Grocery : • Key Players, Market Share, Strategies, New Entrants, • Trends & Developments, Key Success Factors • Implications for Brand Manufacturers & Category Mgt. • Consumer Shopping Behaviour; Changes in consumer shopping behaviour / global & Irish trends.
Introduction to Category Management: Objectives, Benefits & Evolution
Overview of Shopper Marketing Category Management –An evolving process Category Mgt globally. Benefits of Category Management. Successful Category Management Projects
The Category Management Process
Overview of the 9 Stage Process – ECR Ireland Step 1: Readiness for Category Management Step 2: Category Definition & Segmentation Step 3: Category Role Step 4: Category Assessment Step 5: Category Objectives Step 6: Category Strategies Step 7: Category Tactics Step 8: Implementation Step 9: Monitor & Review Analysis of Successful Category Management Projects. Overview of the Category Mgt process and future developments.
Photoshop Basics
• Getting Started (Photoshop desktop, getting images into Photoshop, moving around an image, tips for using Photoshop) • Imaging Concepts (color modes, image size, resolution, and print size) • Acquiring images (opening files and scanning images into Photoshop) • Editing Images (cropping, removing imperfections, adjusting contrast, correcting colors, and sharpening images • More Image Editing (selection techniques, layers, adding type, and painting) • Exporting and printing (Saving for the Web, inserting images into Powerpoint, printing)
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment50.00%
Project40.00%
Practical10.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Written Report % of Total Mark 40
Timing Every Second Week Learning Outcomes 1,2,3
Non-marked No
Assessment Description
Report 1 to 4
Assessment Type Other % of Total Mark 10
Timing Sem 1 End Learning Outcomes 2
Non-marked No
Assessment Description
Project Management
Project
Assessment Type Project % of Total Mark 40
Timing End-of-Semester Learning Outcomes 1,2,3
Non-marked No
Assessment Description
Category Plan
Practical
Assessment Type Practical/Skills Evaluation % of Total Mark 10
Timing End-of-Semester Learning Outcomes 1,2,3
Non-marked No
Assessment Description
Oral Presentation
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

SETU Carlow Campus reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Lecture and tutorial classes Every Week 3.00 3
Laboratories Contact Photoshop Skills Every Week 1.00 1
Independent Learning Non Contact No Description Every Week 5.00 5
Total Weekly Contact Hours 4.00
Workload: Part Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 1.50 1.5
Laboratory Contact No Description Every Week 0.50 0.5
Independent Learning Non Contact No Description Every Week 7.00 7
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • ECR. (2020), Category Management Yesterday, Today & Tomorrow, An ECR Community Review of current Practices in Category Management 2020, Dunnhumby Hoffrogge.
  • ECR Europe. (2000), ECR Guide to Day to Day Category Management.
  • Desforges, Toby, Anthony, Mike. (2013), The Shopper Marketing Revolution, rtc publisher Corey Michael Blake.
  • ECR Europe. The Consumer & Shopper Journey Framework.
Recommended Article/Paper Resources
Other Resources
Discussion Note: