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)
A scelta dello studente
Type of training activity
Student's choice
28 hours
of face-to-face activities
4 credits
course unit

Integrated course unit module: SHOPPER MARKETING

Learning objectives

This course has been designed to illustrate the strategic role in store
marketing plays in the competitive and marketing strategies of retailers
in grocery market. In terms of skills, at the end of the course students will
have the necessary knowledge to understand the issues related to the
management of new format and in store marketing levers. Case studies,
business games and managerial lessons will allow to verify the
correspondence between the theory and business practice. Finally, the
course aims to help students to develop a proper independence of
judgment and communication skills. With regard to the independence of
judgment, students will be able to use the conceptual and operational
tools acquired during the course in order to develop their own
independent thinking. This will be expressed through the ability to
develop an individual process of information analysis and interpretation
of the same from the quality and quantity point of view. Students will be
able to take strategic decisions and to identify operational solutions with
respect to the various problems of store format and in store marketing
management. Judgment will be pursued through the combined use of
different teaching tools: critical analysis of some case studies that will be
discussed in the classroom with the active participation of the students,
the realization of specific group work and interaction with qualified
manager who will present in classroom case studies on topics covered
during the course. In terms of communication skills, students will be able
to transfer information and concepts relating to issues in store format
management and in store marketing management in a clear and timely
manner. In addition, during managerial lessons, students will adopt
behaviors of "active listening" understanding the concepts and terms
used by corporate stakeholders. Students should be able to prepare brief
papers, or providing an oral summary of a particular theme, even with an
information technology presentation. At the end of the course students
will be able to transfer information clearly to any audience (managerial,
academic or non-experts). In terms of learning skills, at the end of the
course students will have developed the ability to expand, update and
develop the level and variety of the knowledge acquired in the classroom.
More specifically, the development of these skills will enable students to
have a broad intellectual curiosity and wanting to be updated in order to
understand the issues of retail management in a competitive scenario


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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


Attending students:
M.G. Cardinali, Retail Ibrido,
Egea, Milano, 2018

Non - attending students:
Testo d’esame
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
Chapters 1,4,6,8,9,10

Teaching methods

In order to develop the skills and the ability to apply the knowledge
gained, the course will combined different teaching tools: lectures,
exercises, group work, discussion of case studies and business
testimonials. The combined use of different teaching tools will help
students develop a proper independent judgment, communication skills
and ability to learn. In particular, students will be able to prepare brief
papers, or providing an oral summary on a particular theme. At the end
of the group work students will be able to transfer information clearly to
any audience (managerial, academic or non-experts)

Assessment methods and criteria

Learning will be assessed through a written examination consisting of
three questions.
Each question is evaluated on ten points: three points will be awarded to
knowledge and understanding, five points to applying knowledge and
making judgments, two points to communication skills.

Other information

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