Learning objectives
Shopper Marketing
A. Knowledge and understanding
At the end of the course, the students will have acquired skills on the following topics:
- The drivers of store format innovation;
- New formats in the international scenario;
- The management of the in-store marketing levers;
- The principles of visual communication;
- Layout and display.
B. Skills and understanding skills applied
At the end of the course the student will be able to:
- understand the different phases underlying the 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, both in the perspective of industrial companies wishing to enhance their brand within modern structures, and in the perspective of commercial companies wishing to design new formats;
- develop distinctive skills in the area of merchandising, visual merchandising and store design.
C. Independence of judgment
At the end of the course the student will be able to:
- evaluate the format strategies pursued by the companies;
- identify the most innovative formats in the national and international scenario;
- identify the best practices in managing the retail mix;
- evaluate the effectiveness of space management.
D. 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.
E. 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.
Retail Marketing
A. Knowledge and understanding
The intention is to transfer the necessary knowledge to the student regarding the retail mix instrumentation used by the distribution to increase the degree of satisfaction of the final clientele. This will be done through a detailed analysis of the retail mix levers managed by the distribution (assortment, price and promotion) aimed at allowing the student to have elements of a conceptual nature useful for understanding the functioning of the marketing processes.
B. Skills and understanding skills applied
The student will have the necessary knowledge to understand the problems related to the profitability of the distributor and the satisfaction of the final customer. The ability to apply the acquired knowledge will be through the deepening of case studies and the carrying out of group work for students attending the course.
C. Independence of judgment
At the end of the course the student will be able to use the analytical tools acquired. The autonomy of judgment of the student will be stimulated by promoting the ability to analyze the positioning of the product categories on the basis of the Ecr model.
D. Communication skills
During the course the student will be stimulated to acquire adequate communication and synthesis skills. The participants in the group work will be invited to present the results of the research carried out.
E. Learning skills
At the end of the course the student will have gained the ability to expand, update and deepen the knowledge acquired in the classroom and studying in textbooks. The group work is aimed at stimulating the student's curiosity, strengthening his ability to learn and analyze.
Prerequisites
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Course unit content
Shopper Marketing: the first part of the course aims to highlight the importance of store format innovation in a competitive scenario. The second part, instead, aims to deeply analyse all the in store marketing levers, with particular reference to merchandising, visual communication and store design.
Retail Marketing: The course aims to provide an updated overview of the retail mix actions taken by the major retailers in order to create value. To this end it is planned a detailed analysis of the retail mix levers managed by retailers (assortment, price and promotion) designed to enable the student to have the conceptual elements useful to understand the functioning of the marketing processes and verify the returns in terms of profitability and satisfaction. In a second part, the course also includes the study of the category management ECR model and the launch of an exercise of the category view to encouraging the sperimentative and application dimensions by students.
Full programme
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Bibliography
Shopper Marketing:
Attending students
- M.G. Cardinali, Retail Ibrido, Egea, Milano, 2018
Non-attending students
- M.G. Cardinali, Retail Ibrido, Egea, Milano, 2018
- Karin Zaghi,Visual Merchandising. Orientamenti e e paradigmi della comunicazione
del punto vendita. Franco Angeli, Milano, 2016. Capitoli 1,4,6,8,9,1
Retail Marketing:
G. Lugli (2009). Marketing distributivo. La creazione di valore nella distribuzione
despecializzata (pp. 261-476).
ECR Italia, Category Management. Il modello operativa per il Sistema Italia, 2013
Teaching methods
Shopper Marketing
The course will combined different teaching tools: lectures, exercises, group work, discussion of case studies and company testimonies. During the course a group work is scheduled. The group work consists in the realization of a field research, on a particular theme of Shopper Marketing that will be illustrated during the course. The final work must be presented in oral form through a power point presentation. All groups must present the work at the end of the course, on the day that will be defined and communicated in class.
The slides used to support the lessons will be available at the photocopy office before the start of the lessons.
Non-attending students are reminded to check the available teaching materials and the indications provided by the teacher through the Elly platform.
Retail Marketing
frontal lesson
plenary discussion
business presentations
Assessment methods and criteria
Shopper Marketing
The learning results will be assessed through a final written test, differentiated according to whether students are attending or not attending.
For non-attending students, the knowledge and understanding achieved will be assessed with n. 3 open-ended questions, each worth 10 points.
For attending students, the knowledge and understanding achieved will be assessed with n. 2 open-ended questions, to which is added the score (from 0 to 10) obtained in the group work.
The duration of the exam is 1 hour for non-attending students and 40 minutes for attending students. The time available for each question is 20 minutes.
The final written test is evaluated on a 0-30 scale.
Retail Marketing
The learning results will be assessed through a final written test (7.5 points each).
Two questions are aimed at assessing knowledge and understanding about: (a) the formation and management of assortment policies, (b) the management of long and short-term price policies, (c) the management of space allocation.
Two questions of more applicative content intend, instead, to ascertain the ability to apply the knowledge, the autonomy of judgment and the ability to learn, with particular reference to the ECR model of category management,
Communication skills through an appropriate technical language will be verified through the assessment of an appropriate use of technical terms in the answers to the questions above.
Overall score
The overall score of the exame is given by the mean between the scores obtaint in the two modules, following these rules:
- The grades of the two modules contribute to the calculation of the final final grade only if both are greater than 16/30.
- In case both modules are SUFFICIENT, only for students who make explicit request via e-mail to the teacher within 3 days from the publication of the result on Esse3, it is possible to repeat the exam of one of the modules and to keep standby the outcome of the other. This is possible only within the academic year.
- In the case in which the score of one module is higher or equal to 18/30 and the score obtained in the othe part is 17/30, it is only possible to accept or refuse the entire score (mean between the two scores) and it is not possible to keep anything stand-by
- During the exam, those who withdraw from a module withdraw from the entire exam
Other information
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2030 agenda goals for sustainable development
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