Learning objectives
The course sets out to illustrate the fundamental economic principles governing marketing activities in non-specialised retail distribution through the management of product categories. <br />
In this context, the main objective of the course is to provide students with both a conceptual model and a set of advanced application tools which will enable them to plan and implement category marketing in both the retail distribution and industrial areas. <br />
The course is developed with reference to two aspects. <br />
The first, mainly theoretical in nature, aims to set out, from the methodological point of view, the model of category marketing adopted in the literature, by analysing the instruments and market information required for its application. <br />
The second part is practical in nature and is structured in such a way as to require that students apply the model in question to a specific product category, thus drawing up a category plan. <br />