Learning objectives
Knowledge and understanding
At the end of the course, the students will have acquired skills on the following topics:
- The drivers of format innovation;
- New formats in the international scenario;
- The management process from shopper insights to segmentation, targeting and brand positioning;
- The management of in store marketing levers to design a "shopping experience" with particular reference to layout models, focal points and in-store communication.
Skills and understanding skills applied
At the end of the course the student will be able to:
- understand the different phases underlying the marketing process and design of a new format;
- translate the conceptual tools into empirical rules for the design of new formats;
- plan and manage the store marketing levers in the various sectoral contexts.
Independence of judgment
At the end of the course the student will be able to:
- evaluate the shopper insights and translate them into strategic and operational plans;
- identify the best practices in designing s new format;
- identify the best practices in managing in store marketing levers;
Communication skills
Through lectures managed in an interactive way, company testimonials
and group work, the student will be able to:
- clearly communicate, in a concise, timely and coherent manner, to different interlocutors (both academic and business), information and concepts (including complex ones) related to retail and shopper marketing issues;
- communicate effectively using an appropriate language;
- manage contents and timing of a presentation.
Learning skills
The course aims to transfer the ability to translate the economic principles into empirical rules of decision. The main topics are detailed through the presentation of successful case studies in the context of the Italian, European and U.S. markets. At the end of the course the students will have gained the ability to expand and update the level and range of the knowledge acquired from lessons and course textbooks.
Prerequisites
Knowledge of basic concepts related to management of retailing.
Course unit content
Changes in shopping behavior, the new context of interformat and intertype competition and the spread of new digital technologies have increased the importance and strategic role of retail marketing.
The course intends to provide conceptual and operational tools to plan marketing strategies guided by "insights" aimed at satisfying the needs of shoppers, improving the shopping experience and developing store loyalty. The context is mainly that of grocery distribution.
The first part of the course describes the impact of new purchasing trends on format strategies of retailers operating in the international context.
The second part of the course illustrates the strategic marketing process, from research methods to generate shopper insights to segmentation and targeting choices, brand architecture, positioning and design of a new format. In particular, in store marketing levers used by retailers in physical channels to design a "shopping experience" are illustrated, in order to condition and guide the choices of the Shopper, improve the KPIs of the store and develop a store identity and store loyalty.
In addition to classroom lessons, the course includes interventions by managers, case discussions, classroom exercises and group work. In this way, students are offered the opportunity to integrate theoretical knowledge with company practice in order to stimulate problem solving and decision making skills.
Full programme
− New formats in the international context;
− Marketing research for analyzing shopper behavior;
− Competitive analysis tools;
− SWOT Analysis;
− Choice of products (format)/markets;
− Brand architecture;
− Segmentation and targeting;
− Positioning and differentiation strategy;
− Format innovation levers;
− Layout models;
− Customer flows and focal points;
− The principles of in-store communication.
Bibliography
Textbook
Maria Grazia Cardinali (2017), Retail Ibrido, Egea, Milano.
Materials available on Elly platform (booklet of ppt presentations and readings)
Teaching methods
Within the course students will have the chance to attend business seminars to be engaged in case discussions and team works.
Students will have the chance to participate in team work.
Acquisition of knowledge: lectures.
Acquisition of the ability to apply the analysis methodologies and acquisition of technical language: project works and cases studies.
Autonomy of judgment acquisition: project works and managerial lessons.
Acquisition of learning skills: lessons will favor students' participation and critical evaluation of the main topics discussed.
The slides used to support lectures will be loaded weekly on the Elly.
To achieve an effective preparation for the exam students can rely on notes taken during lectures and slides.
Assessment methods and criteria
The learning outcomes will be assessed through a written exam.
The knowledge and understanding achieved will be assessed with 2 open-ended questions, each worth 7,5 points, assigned to achieved knowledge and understanding capabilities (3 points), ability to apply the acquired knowledge (3 points), ability to learn and to communicate with an appropriate technical language and autonomy of judgment (1,5 points).
The duration of the written test is 40 minutes.
The final written test is evaluated on a 0-15 scale.
The evaluation of module 1 "Shopper Marketing" will be added to the evaluation of module 2 "Retail Marketing", expressed on a scale of 0-15.
“30 cum laude” will be awarded to those students who have demonstrated an appreciable knowledge of the topic, an excellent ability to apply the knowledge acquired to the specific problem, a considerable autonomy of judgment, as well as excellent communication skills.
For attending students who carry out teamwork 2 additional points will be awarded to the overall assessment of Shopper Marketing exam (module 1 and module 2).
The teamwork grade will be considered for the exam only if the written test (module 1 and module 2) is sufficient (18/30).
The teamwork is valid until the last winter session (February 2025).
Results will be published on the Esse3 platform.
During the exam, the use of any type of notes, books, mobile phones, media etc. is strictly forbidden.
Online registration for the exam is mandatory.
Other information
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2030 agenda goals for sustainable development
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