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Strategic Channels & Shopper Experience in Argentina

Learning Objectives

Learning approach

5S Observation & Insight Generation Fram

Additional Information

Program Overview

This five-day academic immersion combines classroom learning, field observation and cultural experience to provide participants with a comprehensive understanding of Argentina’s retail ecosystem, shopper behavior and commercial channels. 

  • 5 days

  • In-person

  • Pilar Campus, Cerrito Campus and field visits

Learning Objectives

  • Understand the dynamics of Argentina's retail and commercial channel ecosystem.
  • Analyze shopper behavior across different retail formats.
  • Apply observation and analytical frameworks.
  • Identify opportunities to improve the shopping experience.
  • Strengthen communication and teamwork skills.
  • Understand the influence of local culture on consumer decisions.

Learning approach

  • Interactive lectures
  • Business case discussions
  • Collaborative teamwork
  • Executive presentations
  • Sessions with commercial executives and industry professionals
  • An integrated commercial business challenge 

5S Observation & Insight Generation Fram

The framework consists of five stages: 

  • See – Observe the environment, context and shopper journey. 
  • Scan – Systematically examine the category, touchpoints and market dynamics. 
  • Spot – Identify relevant insights, tensions, unmet needs and opportunities. 
  • Show Interest – Deepen understanding through questioning, interaction and validation. 
  • Select – Prioritize the most valuable insights and translate them into business implications and action plans. 

Throughout the course, students will apply the 5S Observation & Insight Generation Framework, during field visits, retail observations, research assignments and business cases. This approach enables participants to develop an insight-driven mindset and connect observation with strategic decision-making. 

Insight → Business Implication → Action Plan  

Additional Information

Designed for international undergraduate students in:
• Marketing
• Business Administration
• International Business
• Commercial Management
• Economics
• Management
• Entrepreneurship 

No previous professional experience is required. 

  • Argentina’s Retail Ecosystem.
  • Shopper Marketing & Shopping Experience.
  • Field Observation & Insight Generation. 
  • Strategic Analysis & Business Presentations. 
  • Industry, Value Chain, In-Store Execution & In-store Execution 
  • Go-to-Market Strategies. 

By the end of the program, participants will be able to: 

  • Analyze Argentina’s retail and commercial channel ecosystem.  
  • Interpret shopper behavior across different retail formats.  
  • Apply Trade Marketing and Consumer Insights frameworks.  
  • Generate insights from field observation and market evidence.  
  • Develop strategic recommendations based on shopper and consumer insights.  

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