Croatia, Zagreb

Consumer products: The Dynamic world of retail

when 25 June 2018 - 13 July 2018
language English
duration 3 weeks
credits 9 EC
fee EUR 1400

With increased internet access today 20% of all consumer purchases are made online. Retail brick
and mortar stores account for the other 80%. Yes, retail stores are alive and well.
Everyday consumers are in these stores browsing, comparing, and purchasing: bananas, bread, shampoo, apparel and toilet paper. And there’s a lot that goes into getting that product on the shelf.
That’s what this course is about.
We will focus on the grooming category (male and female shave care), and talk about developing
the ‘right’ product, creating launch plans, dealing with competition, and getting consumers to try our
products. Then we will spend time in different retail stores evaluating those trial programs, and all
the signage and displays at retail designed to influence the buying decision. We will discuss product
claims and benefits, compare the differences and strategies of competing retailers selling the same
items, and then conclude with selling to retail and all the critical multifacted areas like pricing,
distribution, ordering, merchandising that either feed a product’s success or kill it.

Course leader

Mr. Sc. Bob Polich worked for Procter & Gamble for 34 years in positions of regional sales director, executive director of retail, Category Manager and was also a member of the interview and employment team at the P G College.

Target group

This course is recommended for undergraduate students.

Course aim

At the end of the course students will gain a wide practical knowledge of everything it takes to get a
new product to shelf and into a consumer’s shoping cart. They will look at the world of retail in a
completely different way.

Credits info

9 EC
9 ECTS
- 6 ECTS for International Finance
- 3 ECTS for Croatian Studies*

*for more information on courses please visit ZSEM's official web site.

Fee info

EUR 1400: Regular fee*
One additional course from the course list can be taken but students need to be aware that the program will become very intense and time-consuming. In case they do decide to take additional course they can earn up to 15 ECTS credits. *

*for more information please visit ZSEM's official web site.
EUR 999: Early bird fee*

*for more information please visit ZSEM's official web site.