Hasta La Creative!

Shopper marketing has become a big part of many marketing budgets, but it remains largely absent from college marketing curriculum and something of a mystery even within marketing organizations. WPP’s Geometry and Unilever have joined to help change that by backing an undergraduate course at Michigan State University that they believe is the first of its kind.

Geometry and affiliated WPP agencies provided much of the instruction for the mostly online class that concluded last month, with Unilever providing fodder for case studies, including a final group project that aimed to create a program for Axe. The class filled to capacity with 40 students, four of those students ultimately accepted internship offers from Geometry.

“We’ve been talking about the lack of talent in shopper marketing at the junior level,” said Geometry CEO Carl Hartman. “There really isn’t that much training, and it’s a growing area.”

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