Introducing POPAI Virtual University

The POPAI Virtual University six-week online course provides a unique learning experience that allows students to work at their own pace, while still connecting with colleagues. The courses are the core competencies of the industry; the things that everyone should know. It offers students the opportunity to learn about all aspects of marketing at retail and what makes it such a powerful tool. This look at Marketing at Retail from allangles will go live on December 1, 2008.

Courses include:

Module 101- Welcome and Introduction to Marketing at Retail

Explore the history of marketing at retail and where it's headed. The industry has evolved over the years into a medium that encompasses the traditional consumer package goods companies branding and selling their products at retail to the retailers branding and selling their own products at retail to retailers branding and customizing their stores and chains. This existing form of marketing at retail has been redefined into a new marketing at retail model.

Presented by Dick Blatt, President and CEO, POPAI

Module 102 - Types of Displays

Displays are not just product holders anymore. Take a look at the types of displays used at-retail from temporary, semi-permanent and permanent displays and when is the appropriate time to use each.

Presented by Michael Sybilrud, VP Sales & Marketing, SMP and Michael Heneghan, Director Business Development, Alliance

Module 103 - Project Planning and Design Briefs

Developing a winning creative brief is essential for any marketing at retail project. The stakes are high for the producer, brand marketer, agency and retailer. Learn the importance of a brief, who the stakeholders are, when to develop a brief and the critical elements of a brief. Bringing all these components together will guarantee a win for everyone.

Presented by Barbara Daugherty, Director of Merchandising Center of Excellence, Frito Lay, Inc.

Module 104 - Technology

Get an array of technologies that are changing the way shoppers engage a retail space and what that means for traditional marketing at-retail. From mobile devices to RFID to digital signage, the future is bright with technology.

Presented by Jeff Sandgren, Principle, Sandgren Consulting LLC

Module 105 - Engaging Shoppers

Learn how different types of shoppers experience a retail environment and how marketing at-retail must be designed to work with human nature, rather than against it.

Presented by Gerri Henderson, Professor, Northwestern University

Module 106 - Marketing at-Retail as Media and Session Summary

The retail landscape and shopper at retail experience have changed as media has multiplied, fractured and put increasing pressure on marketers to find cost effective ways to deliver their message. Examine efforts to date to leverage shopper analysis to gain meaningful quantification and insight. Discuss current efforts to increase the conversion of insight into strategy.

Presented by Rick De Herder, President and CEO, Array

Participants will earn six MaRC Credits. The registration fee is $500 POPAI members, and $1000 non-members. Are you a member of POPAI? If not, and you join within 30 days of registering for our events you will receive the membership rate. For more information visit our website and go to Membership.

To register or for more information on POPAI products/services, visit

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