cod. 1006740

Academic year 2019/20
1° year of course - Second semester
- Maria Grazia CARDINALI
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
hub: PARMA
course unit

Integrated course unit module: SHOPPER MARKETING

Learning objectives

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.

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.

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.

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.


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Course unit content

The course will analyse the new meanings, new values, new roles that
Innovation and Communication play in the creation of trusting
relationships with the customer and in the maintenance of a stable and
long-lasting competitive advantage.

Full programme

− In store marketing drivers
− In store marketing levers
− Retail design
− Interior and exterior design
− Visual merchandising
− Layout and Display
− Experiential shopping and new values of the points of sale



Maria Grazia Cardinali, Retail Ibrido,
Egea, Milano, 2017

Karin Zaghi, Visual Merchandising. La comunicazione del punto vendita per dare valore all'esperienza del cliente,
Franco Angeli, Milano, 2018
Capitoli 1,4,6,8,9,10

Teaching methods

Acquisition of knowledge: lectures
Acquisition of the ability to apply the analysis methodologies and Acquisition of technical language: project works and cases studies
Acquisition of the autonomy of judgment: project works and managerial lessons.
Acquisition of learning skills: 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.

Assessment methods and criteria

The learning results will be assessed through a final written test composed by 3 open-ended questions, each worth 10 points.
The duration of the exam is 1 hour. The time available for each question is 20 minutes.
The final written test is evaluated on a 0-30 scale.
The use of any type of notes, books, phones, media etc. during the exam is forbitten

Other information

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