Module Details
Module Code: |
MGMT H4324 |
Module Title:
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Shopper Category Management
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Title:
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Shopper Category Management
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Module Level:: |
8 |
Module Coordinator: |
Myles Kelly
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Module Author:: |
Rita Kelly
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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.
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Learning Outcomes |
On successful completion of this module the learner will be able to: |
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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.
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No recommendations listed |
Co-requisite Modules
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No Co-requisite modules listed |
Additional Requisite Information
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No Co Requisites listed
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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.
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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.
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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
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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.
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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)
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Module Content & Assessment
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Assessment Breakdown | % |
Continuous Assessment | 50.00% |
Project | 40.00% |
Practical | 10.00% |
AssessmentsFull Time
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.
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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 |
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Contact |
Lecture and tutorial classes |
Every Week |
3.00 |
3 |
Laboratories |
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Contact |
Photoshop Skills |
Every Week |
1.00 |
1 |
Independent Learning |
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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 |
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Contact |
No Description |
Every Week |
0.50 |
0.5 |
Independent Learning |
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Non Contact |
No Description |
Every Week |
7.00 |
7 |
Total Weekly Contact Hours |
2.00 |
Module Resources
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Recommended Book Resources |
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ECR. (2020), Category Management Yesterday, Today & Tomorrow, An ECR Community Review of current Practices in Category Management 2020, Dunnhumby Hoffrogge.
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ECR Europe. (2000), ECR Guide to Day to Day Category Management.
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Desforges, Toby, Anthony, Mike. (2013), The Shopper Marketing Revolution, rtc publisher Corey Michael Blake.
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ECR Europe. The Consumer & Shopper Journey Framework.
| Recommended Article/Paper Resources |
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ECR Ireland. Category Management Template for
Ireland, Superquinn, Kerry Foods, AC
Nielsen., ECr Ireland.
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ECR Ireland. (2015), How to implement a Plangoram., ECR Ireland.
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Institute of Grocery Distribution. (2010), Category Management Definition, IGD.
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Sibbald, Tasmin. (2006), Demystifying Category Management, Institute of Grocery Distribution,
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Eales. Closing the price gap: Retailers, brands
and the future of private label food,, WARC,
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Hinds , Paul. (2014), Ten Supermarket Trends, WARC,
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Sibbald, Tasmin. (2008), Creating Category Management Strategies, Institute of Grocery Distribution,
| Other Resources |
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Nielsen. Market Insights,
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Bord Bia. Market Insights,
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Kanta Worldpanel. Market Insights,
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