Omni Channel Food Mkting&Mgmt

Catalog description

Approximately 70-80% of grocery purchase decisions are influenced by some form of online activity. The percentage is notably higher among younger consumers (18-34), where online influence can reach 85-90%. This course will examine the food industry retail environment’s business practices such as category management and promotion and media optimization that are evolving to support current trends. The analysis of shopper, competitive, and business data to support management decisions and strategies will be examined using Excel, Circana/Nielsen data sets, and other quantitative tools. There will be opportunities to add realism through the use of case studies and in-class competitions based on actual company challenges.