Learning objectives
In a market context in which the success of the marketing policies of industrial businesses increasingly influenced by the structure and by the behaviours of sales channels, the intention of the course is to analyse, on the one hand, the new changes of consumer behaviours towards products and point of sales and, on the other hand, strategies adopted by industry to manage relations with commercial customers.
In this perspective, after analysing the factors that cause the evolution of industry and distribution relations and the consequent division of marketing functions in the distribution channels, tools for the planning, management and control of the distribution and sales policies of industrial businesses will be studied in depth. In general, the goal of the course is to provide students with methods for constructing trade marketing plans.
Prerequisites
none
Course unit content
The main goals of the course are:
- relationships between consumer marketing and trade marketing
- trade marketing development factors
- distribution system change scenarios
- positioning of strategic groups in distribution
- division of marketing functions in the relations between industry and distribution
- models of production chain relations in Europe
- the organisational structures of trade marketing
- planning and management of commercial investments
- models of negotiation between industry and distribution
- management of conditions of sale by channel/customer
trade marketing policies
- new consumer behaviour models
- consumer decision making
- the evolution of consumer research
- shopper marketing topics
- concepts and Theories from Behavioural Sciences
Full programme
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Bibliography
EAST R., WRIGHT M., VANHUELE M., Comportamento del Consumatore, APOGEO, 2009 (cap, 2, 3, 8, 9, 10, 11 e 12)
GRANDI S., Retailing competition, EGEA, Milano, 2008
Teaching methods
lesson and guest speaker
Assessment methods and criteria
By written examination. Three open-ended questions
Other information
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