Module Title: | Shopper Category Management |
Language of Instruction: | English |
Teaching & Learning Strategies: |
The learning outcomes detailed above will be achieved through the following teaching methodologies;
• Lectures: communication of knowledge and ideas from lecturer to student. Students will be encouraged to engage in active discussion of the material during lectures. Problem Solving Exercises; Students will be working in small team on an assigned project. They will apply the theory to their project on a topic by topic basis. This will develop their analytical and reasoning skills. •Class Discussion / Debate; All classes will involved active engagement and discussion with the material. •E- Learning; There will be on-line learning materials provided. •Self Directed Independent Learning; Students will work on projects and case studies. This will require independent learning. It will develop their analytical , research, project management, written and oral communication skills. •Practical computer lab. tuition on Photoshop.
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Module Aim: |
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 should be able to: |
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. |
Pre-requisite learning |
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 |
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. |
No incompatible modules listed |
Co-requisite Modules
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No Co-requisite modules listed |
Requirements
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. |
No requirements listed |
Module Content & Assessment
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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Assessment Breakdown | % |
Continuous Assessment | 50.00% |
Project | 40.00% |
Practical | 10.00% |
Continuous Assessment |
Assessment Type |
Assessment Description |
Outcome addressed |
% of total |
Assessment Date |
Written Report |
Report 1 to 4 |
1,2,3 |
40.00 |
Every Second Week |
Other |
Project Management |
2 |
10.00 |
Sem 1 End |
Project |
Assessment Type |
Assessment Description |
Outcome addressed |
% of total |
Assessment Date |
Project |
Category Plan |
1,2,3 |
40.00 |
End-of-Semester |
Practical |
Assessment Type |
Assessment Description |
Outcome addressed |
% of total |
Assessment Date |
Practical/Skills Evaluation |
Oral Presentation |
1,2,3 |
10.00 |
End-of-Semester |
No End of Module Formal Examination |
SETU Carlow Campus reserves the right to alter the nature and timings of assessment
Module Workload
Workload: Full Time |
Workload Type |
Frequency |
Average Weekly Learner Workload |
Lecture |
Every Week |
3.00 |
Laboratories |
Every Week |
1.00 |
Independent Learning |
Every Week |
5.00 |
Total Hours |
9.00 |
Workload: Part Time |
Workload Type |
Frequency |
Average Weekly Learner Workload |
Lecture |
Every Week |
1.50 |
Laboratory |
Every Week |
0.50 |
Independent Learning |
Every Week |
7.00 |
Total Hours |
9.00 |
Module Delivered In
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