cod. 1007329

Academic year 2019/20
1° year of course - Second semester
Academic discipline
Economia e gestione delle imprese (SECS-P/08)
A scelta dello studente
Type of training activity
Student's choice
35 hours
of face-to-face activities
5 credits
course unit

Integrated course unit module: SHOPPER MARKETING

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.


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Course unit content

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. It is also provided
testimonies regarding the management of the retail mix levers by national and
international retail chains manager.

Full programme

During the course students will be able to enhance their skills with regard to:
The development and management of assortment policy;
The management of pricing policies (long and short terms);
The space allocation management;
The ECR model of category management;
The analysis of retail data bases.


G. Lugli (2009). Marketing distributivo. La creazione di valore nella distribuzione
despecializzata pp. 261-384,513-587).
ECR Italia, Category Management. Il modello operativa per il Sistema Italia, 2013

Teaching methods

frontal lesson
plenary discussion

Assessment methods and criteria

Presentation category plan and written test

Other information

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