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.
Prerequisites
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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.
Bibliography
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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2030 agenda goals for sustainable development
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