Learning objectives
The aim of the course is to illustrate the fundamental economic principles that regulate the marketing activities of commercial distribution through the assortment lever manoeuvre. <br />
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In this context, the priority goal of the teaching programme is to provide the student with the main applicative tools usually used by distributors to increase the degree of satisfaction of demand as regards the assortment offer through a single channel and, consequently, to improve economic results.
Prerequisites
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Course unit content
<br />Role, relevance and instruments of distributive marketing <br />
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Principles, models and applications of category management <br />
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The necessary informative picture and the construction of a database <br />
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The applicative model <br />
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Organisation by category and the repercussions for acquired functions, marketing and sales <br />
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Category management carried out by industry: opportunities, collaboration methods, systems for interfacing with distribution
Full programme
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Bibliography
G. Lugli, C. Cristini, (2001), Category management. Come creare sintonia tra il marketing industriale e commerciale, Milano, Il Sole 24 Ore, pp. 269.
Teaching methods
The course is divided into two parts: the first is predominantly theoretical and intends to review, from a methodological point of view, the category marketing model adopted in the literature, with analysis of the instruments and market information necessary for its application. <br />
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The second part of the course is of a practical nature and is structured so as to require the student to apply the model in question in a given product category, and then draft a category plan.
Assessment methods and criteria
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Other information
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