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Sales ManagementONLINE PROGRAMFUNDAMENTALS OF SHOPPERMARKETING & STRATEGYSeptember 6, 8, 10, 13, 15 & 17, 2021Synchronous sessions via ZoomAsynchronous sessions via access to the AteneoBlueCloud (Canvas LMS)
CONTENTAbout AGSB-CCEWho Should Attend?ObjectivesProgram ContentResource PersonProgram Inclusions and Feespage 1 cce.ateneo.edu
ABOUTAGSB-CCEThe Ateneo Graduate School of Business - Center forContinuing Education (AGSB-CCE) was establishedto complement the existing Ateneo-BAP Institute ofBanking, a consortium between the Ateneo de ManilaUniversity and the Bankers Association of the Philippines.It was initially known as the Basic Leadership Program(BLP) until the name was changed to ContinuingProfessional Education (CPE) and then finally, to Centerfor Continuing Education (CCE).Under AGSB, CCE takes an active role in addressingspecific industry concerns that require immediate,purposeful, and focused response. As an industryresource and partner, CCE offers continuing professionaldevelopment programs that are workplace-based withimmediate take-away value. Methodologies are based onbusiness simulation, practical exercises and applications,case analyses, and focused discussions. Coursesare designed, developed and delivered by industrypractitioners who are noted experts in their respectivefields. Together, AGSB and CCE support the Ateneomission to promote excellence, integrity and service.cce.ateneo.edu page 2page2 cce.ateneo.edu
WHO SHOULDATTEND? Sales Managers – Handling Distributors & Top Modern TradeAccounts. Sales Managers in-charge of a group either General Trade (i.e.groceries, sari-sari stores) or Modern Trade (Supermarkets,Convenience Stores, Drug Stores) National Sales Managers. Shopper Marketing personnel Marketing professionals can join to expand their knowledge onTrade Marketing.OBJECTIVESSuccessful completion of this moduleenables the participant to:Fully understand the key principles, andmethodologies in Shopper Marketing/TradeMarketing.Better understand the shopper strategyprocess & methodology.Identify key insights into the shopper path-topurchase & shopper mission.Appreciate the concepts and methodologiesof Shopper Marketing and the entire ShopperStrategy Process.page 3 cce.ateneo.edu
FUNDAMENTALS OFSHOPPER MARKETING &STRATEGYThe Fundamentals of Shopper Marketing & Strategy courseallows Salespeople, Shopper Marketers, Demand Plannersand Marketing people to understand the shopper behavior toa higher level. Shopper marketing focuses on the customeror buyer at the point of purchase but takes into account themental as well as the physical path-to-purchase of the shopper/buyer. This takes into account the decision points in theshoppers purchasing journey.Shopper Marketing attempts to influence the shopper/buyer’s‘shopping mission’ at the moment when they are actuallyprepared to make the purchase. The course will help thecommercial people in the organization in creating a goodshopper marketing proposition then do the actual activationin-store and thus create an immediate impact and directlyinfluence the purchase behavior.PROGRAM OUTLINEI.Introduction to Shopper MarketingII.What is Shopper Marketing?III.Why Shoppers are different from Consumers andthe 8 theories of Shopper PsychologyIV.Shopper Marketing Strategy/ Activation?V.6 Steps of the Shopper Strategy ProcessVI.Presentation of Trade Marketing Campaign The course will also take us through the 6-step approachShopper Strategy process from creating the propositionto delivering the activation. These steps take on a detailedapproach into the PDCA processes in the shopper strategyprocess. In addition, the course will also cover an update onShopper Marketing changes during the current pandemic andlet the participants share their experience on the changes theyhave personally experienced.At the end of the course, participants will present either theiractual trade marketing campaign or take a photo of shoppercampaigns they are interested in and critique their work usingthe 6-step approach.page 4 cce.ateneo.edu
RESOURCEPERSONSoutheast Asia-awarded business leader with twenty five (25) years of marketing, sales, andoperations experience in Consumer Goods, Telecom, and Food and Beverage Industries.Currently the Head of Sales (Sales Director) of Arla Foods Philippines.Previously worked as Regional Marketing Director (Southeast Asia) and Marketing Director(Philippines) at Arla Foods for two (2) years, Business Development Director at Globe Telecomfor two (2) years, Senior Brand Manager and Sales and Marketing Manager at MondelezPhilippines for five (5) years, and Distributor Business Executive, among other roles, at NestlePhilippines, Inc. for a total of nine (9) years.His most recent awards include the Best Advertiser of the Year in the 2019 Asia-PacificTambuli Awards, YouTube Philippines 2019 Ad of the Year, multiple franchise awards in theFranchise Excellence Awards of the Philippine Franchise Association, and an award fromInvestors In People, a global organization that advocates employee programs to deliverbusiness results.MR. PAOLO DANIELESERRANOHas experience in building and implementing market strategy, brand and categorymanagement, sales and business development, and building high-performance teams withinthe Southeast Asian Market, particularly Japan, Korea, Hong Kong, Taiwan, Singapore, andthe Philippines.Is a proven leader that has led teams to sales and business growth in Southeast Asianmarkets in the consumer goods, food and beverage and telecom industries. Won the SilverInternational Stevies Award for Arla Foods and the Bronze Stevie Awards Asia Pacific forGlobe Telecom through aggressive marketing strategies, and innovative product development.Graduated Bachelor of Science Commerce degree in Marketing Management from De La SalleUniversity. Awarded Gold Medal, Best Advertising Thesis for his study, “An Advertising Plan forLe Coeur de France”.page 5 cce.ateneo.edu
FUNDAMENTALS OF SHOPPERMARKETING & STRATEGYPROGRAM DETAILSSeptember 6, 8, 10, 13, 15 & 17, 2021Mondays, Wednesdays, Fridays5:30 pm - 9:00 pmSynchronous sessions via ZoomAsynchronous sessions via access to theAteneoBlueCloud (Canvas LMS)PROGRAM FEEPhp 15,000.00 (Early Eagle Rate)Php 16,500.00 (Regular Rate)*Schedules and prices may change without prior notice.INCLUSIONS Digital copies of the materials can be accessedthrough AteneoBlueCloud (Canvas LMS) Digital Certificate of Attendance Printed Certificate of Course CompletionREGISTER NOW!SCAN CODETO REGISTERMs. Anna dela Cruz( 63) 927 494 4190avdelacruz@ateneo.edusales.cce@ateneo.edupage 6 cce.ateneo.edu
The Fundamentals of Shopper Marketing & Strategy course allows Salespeople, Shopper Marketers, Demand Planners and Marketing people to understand the shopper behavior to a higher level. Shopper marketing focuses on the customer or
