Course Name
Fundamentals of Shopper Marketing & Strategy
Schedule
October 21, 2026 - October 23, 2026
Schedule via Zoom:
October 21, 22 & 23, 2026
Wednesday - Friday
9:00 am - 5:00 pm
Early Eagle Rate:
Php 16,500
Valid Until:
October 07, 2026
Description
Today's Filipino shopper no longer follows a linear path to purchase. Consumers discover products on social media, compare prices through e-commerce platforms, seek reviews online, and complete their purchases either digitally or in-store. As organizations invest across multiple channels, understanding shopper behavior has become more important than ever.
The Fundamentals of Shopper Marketing & Strategy program equips participants with practical frameworks, tools, and methodologies to understand, influence, and convert shoppers across both physical and digital touchpoints. The course bridges the gap between marketing strategy, sales execution, retail activation, and e-commerce by focusing on the shopper's decision-making journey.
Participants will learn how shopper marketing differs from traditional marketing, how to analyze shopper missions and path-to-purchase behavior, and how to develop effective shopper strategies that influence buying decisions at critical moments. The program introduces a practical 6-Step Shopper Strategy Process that guides participants from insight generation and proposition development to activation and execution.
Drawing from actual business cases in FMCG, retail, foodservice, and e-commerce, participants will examine how organizations can improve conversion, optimize trade investments, and create more meaningful shopper experiences.
The program culminates in a practical workshop where participants evaluate real-world shopper marketing campaigns and apply the frameworks learned to their own brands, categories, or business challenges.
Who should attend
This program is designed for:
- Brand Managers and Marketing Professionals
- Sales Managers and Commercial Leaders
- Trade Marketing and Shopper Marketing Practitioners
- E-commerce and Digital Marketing Professionals
- Category Managers and Key Account Managers
- Retail and Foodservice Business Owners
- Entrepreneurs responsible for driving product sales and shopper conversion
- Professionals seeking to better understand Filipino shopper behavior across multiple channels
Whether operating in physical retail, e-commerce, or a hybrid omnichannel environment, participants will gain practical tools that can be immediately applied in their organizations.
At the end of the program, participants will be able to:
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Understand the principles, frameworks, and evolving role of Shopper Marketing in an omnichannel environment.
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Analyze shopper behavior, shopper missions, and path-to-purchase journeys across physical and digital channels.
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Apply a practical 6-Step Shopper Strategy Framework to develop shopper-centric activation plans.
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Identify opportunities to improve conversion at critical shopper touchpoints.
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Evaluate and critique shopper marketing campaigns using a structured strategic framework.
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Better align marketing, sales, retail, and e-commerce initiatives to drive business growth.
I. The Evolution of Shopper Marketing
A. Why shopper marketing matters today
B. The changing Filipino shopper
C. Omnichannel purchasing behavior
II. Understanding Shopper Behavior
A. Shopper vs. Consumer
B. Shopper missions
C. The path-to-purchase framework
D. Key shopper decision moments
III. Shopper Insights and Strategy Development
A. Turning insights into opportunities
B. Identifying growth drivers
C. Developing shopper propositions
IV. The 6-Step Shopper Strategy Process
A. Creating the Proposition
1. Insight generation
2. Shopper segmentation
3. Proposition development
B. Delivering the Proposition
1. Activation planning
2. In-store execution
3. E-commerce activation
4. Measurement and optimization
V. Evaluating Shopper Marketing Campaigns
A. Case studies
B. Campaign critique workshop
C. Best practices and common pitfalls
VI. Participant Presentation Workshop
A. Application to actual business challenges
B. Group discussion and feedback.
Mr. Paolo S. Serrano is a senior business leader with extensive experience in sales, marketing, commercial strategy, and operations across diverse industries. He currently serves as Vice President for Operations of Gerry’s Restaurant, and has held leadership roles with Arla Foods, Max’s Restaurant Group, Globe Telecom, and Mondelez Philippines.
His career spans FMCG, telecommunications, foodservice, and retail, where he has led marketing, sales, trade marketing, category management, and business operations teams across the Philippines and Southeast Asia. He has held key positions including Regional Marketing Manager for Southeast Asia, Head of Sales, Head of Marketing, Chief Operating Officer, and Business Development Director.
A recognized thought leader in business and commercial strategy, Mr. Serrano brings a practitioner-focused approach, offering practical insights grounded in real-world experience and successful commercial execution.
