Learning objectives
The course aims to provide complete information of the retail mix instruments used
by retailers to increase the degree of customer satisfaction, in a market
characterized by increasing competition.
a. Knowledge and ability to understand
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. Applying knowledge and understanding
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. Making judgments
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.