cod. 1000577

Academic year 2016/17
2° year of course - Second semester
Academic discipline
Economia e gestione delle imprese (SECS-P/08)
Attività formative affini o integrative
Type of training activity
35 hours
of face-to-face activities
5 credits
course unit

Integrated course unit module: SHOPPER MARKETING - TRADE

Learning objectives

The course aims to provide a complete information of the instrumentation of marketing that you must use in order to enhance the category within the point of sale.


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Course unit content

In order to promote the level of learning by the students, the course includes a first part of the analysis of the ECR model of category management and the launch of an exercise (catogory management plan), in the second part of the drafting and presentation of results. Within the series of lessons are provided application testimonials regarding management of categories presented by managers of industrial enterprises and brand retail chains.

Full programme

During the course the students can develop skills on:the determinants of development of category management; The ECR model of category management: the management of retail mix lever (place, assortment,pricing,in store promotion); The organizational implication of the strategy of category management by producers and retailers; the analysis of retail data bases.


Lugli G, Cristini G.,(2007) CATEGORY VALUE ,Il Sole 24 Ore, Milano

Teaching methods

frontal lesson
plenary discussion

Assessment methods and criteria

Presentation category plan and written test

Other information

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