CORE Courses 1-8
Who Should take these courses: Marketing and sales professionals in the consumer goods or retail industry and interested in understanding the power shift from manufacturer to shopper, and how they should adjust their marketing efforts accordingly.
01: The History of Manufacturing
1 hour, 15 mins
What you will learn: This course will help you draw relevant conclusions about the history of manufacturing.
The consumer goods industry finds itself in a crisis, despite representing nearly a fifth of the world’s GDP. This course journeys through the history of manufacturing in order to provide context for the current global state of manufacturing.
02: The Age of the Shopper
What you will learn: You will learn about the three major changes we’ve seen over the past few decades and how these changes have established that “the age of the shopper” is now
We are in the midst of a revolution in the way consumers and shoppers interact with the products they buy. Shoppers have found themselves in the driver’s seat, leaving manufacturers and marketers in the dust. Gaining insight into the situation, we look at three dramatic changes that shifted the power from the manufacturer to the shopper.
03: The $200 Billion Crime
What you will learn: How to calculate the percentage of promotional investment that loses money, and how to change existing rules of consumer goods marketing.
Outdated marketing strategies are causing companies to spend (and essentially waste) billions of dollars on promotions every year – without seeing desired results. In fact, they have never been less effective. This course will unpack the reason why the consumer goods industry is edging closer and closer to bankruptcy, and the change that should take place to ensure a more profitable future
04: What Is Shopper Marketing?
1 hour, 20 minutes
What you will learn: This course will define and unpack the essence of shopper marketing, as well as debunk common shopper marketing myths.
Successful companies who are rapidly growing their profits and market share in today’s challenging economy, all have one thing in common: they have reinvented their business model and they understand the importance of shopper marketing. The recipe for success is moving away from traditional marketing methodologies and realising that there are in fact three customers that manufacturers should engage with: retailers, consumers and shoppers. If you would like to sharpen your understanding of this revolutionary approach, this course is for you!
05: Three Different Customers
What you will learn: How to redefine the consumer goods business model from the perspective of three different customers.
In this course we look at redefining the consumer goods business model from the perspective of three different customers: 1) the consumer who uses the product, 2) the shopper who purchases the product, 3) and the retail customer who buys it for resale. Ultimately, the secret to success is implementing a marketing strategy that targets each of these three customers and changes their respective behaviour. This course aims to show you how to redefine your business model in order to do just that.
06: The Five Step Process
2 hours, 20 minutes
What you will learn: You will gain comprehensive insight into the five step process of the Total Marketing Model.
Mid to senior management level will especially benefit from this course. Grouping business processes into manageable steps is key to motivating individuals and teams to work effectively towards a specific outcome. This course unpacks the powerful Five Step Total Marketing Process and shows you how to apply it to your product.
07: An Example of the Five-Step Process
What you will learn: How to use the five steps to increase sales in unexpected and systematic ways.
Mid to senior management level will especially benefit from this course. The course takes an in-depth look at how corporate giant Sony implemented the five step process. If you have not done the course “The Five Step Process” – it is recommended you take that first.
08: Implications of the Five-Step Process
What you will learn: The implications and impact that the five step process will have on your company.
Mid to senior management level will especially benefit from this course. Following a close look at Sony’s successful implementation of the five step process, we continue to look at more examples – as well as unpack the implications of this process and the impact it will have on a company. If you have not done the course “The Five Step Process” – it is recommended you take that first.