Course Description

Course Title : Meet the Shopper – Understanding Shopper Behaviour

Marketing Institute of Ireland (MII)

All you ever wanted to know but were afraid to ask.

This workshop will provide participants with an understanding of shopper behaviour and will demonstrate how to optimise shopper marketing to drive growth for your brand.



This workshop focuses on the practical skills needed to understand Your Shopper and will also help define what exactly shopper marketing is. The course will take a look at the current macro trends driving shopper marketing and how both brand owners and retailers can use this to their advantage to leverage growth. We will also discuss how brands can ensure their shopper marketing is fully optimized for the purchase decision journey, along with the use of technology to meet the shopper’s ever evolving needs. The final topic will involve looking at case studies showing the dos and don’ts of shopper marketing.

What We’ll Cover

1.     The Era of Shopper

2.    How Shopper Marketing Can Drive Brand Growth

3.     Winning at the Moment of Choice

4.    Three-way shopper insight

5.   Developing shopper creative ideas that nudge behaviour.

6.    Leveraging the power of technology to meet shoppers evolving needs. 

7.     Best In Class



Course Trainer

Brian Sparks

Robert Flavin

Director, Strategic Planning




A strategic planner with a passion for getting under the skin of consumers and shoppers from different cohorts and cultures, to understand what makes them tick. Robert has a fascination with understanding what makes different retail formats work, from traditional bricks’n’mortar corner shops to eCommerce and hypermarkets, not to mention pubs, restaurants and cafés.


Robert’s career experience spans boutique research agencies in London as well as client side insight and planning roles with Renault UK, Diageo Ireland and Diageo Europe, not to mention creative advertising group BBDO. As a founding member of the Shopper Planning Global Team in Diageo he has a particular passion for being the voice of the shopper with the brand, customer marketing, and commercial teams.

College Name Marketing Institute of Ireland (MII)
Course Category Business, Marketing
Course Type Classroom Based
Course Location Dublin, Ireland
Location Postcode Dublin 18
Course Start Date 7th February 2019
Course Fee MII Member Rate: €250 | Non-Member Rate: €500
Course Duration one day
Course Times 9:15 - 5:00 pm
For information about Marketing Institute of Ireland (MII), please visit our college page on by clicking here.

Course Provider

Marketing Institute of Ireland (MII)

Marketing House, South County Business Park, Dublin, Ireland

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