Learning objectives
a. Knowledge and understanding
At the end of the course, the student will have acquired specialized skills in the field of consumer and trade marketing performance control. In particular, students will develop advanced knowledge on:
- The income statement of the supply chain;
- The breakdown of market shares;
- the correlation between sell in and d sell out indicators;
- analysis of trade marketing costs;
- the kpi of the category management;
- retailers' cost centers;
- customer account accounting;
- the performances of communication;
- the kpi of the promo;
- the pricing kpi
- the econometric challenge
These results in terms of knowledge and understanding will be achieved through the combined use of lectures and simulations.
b. Ability to apply knowledge and understanding
At the end of the course students will have a complete vision of performance measurement problems and will be able to develop advanced skills in applied comprehension, analytical skills and problem solving with particular reference to the topic of performance control in distribution channels. The ability to apply the acquired knowledge can be achieved through the critical reflection on the texts proposed for individual study, but also through the study of specific case studies and the performance of group work.
c. Making judgments
At the end of the course the student will be able to use the analytical tools acquired in the field of analysis and interpretation in order to develop and sustain their own independent judgment. This will be expressed through the ability to develop an individual process of reflection on the data collected and to articulate a processing / interpretation of the same in terms of both quality and quantity. Students will then be able to make strategic decisions and identify operational solutions, even in conditions of uncertainty, with respect to the various performance control issues. The objective of autonomy of judgment will be pursued through the combined use of different teaching tools, such as the realization of simulations and their presentation / discussion in the classroom.
d. Communication skills
During the course the students will acquire adequate communication skills. In particular, students will be asked to clearly, punctually and coherently transfer to different interlocutors (both academic and business), information and concepts (including complex ones) related to specific performance control issues. At the end of group work, students will be able to transfer information in a clear and unambiguous manner to top management as well as to the company base, to stakeholders and to an audience of "non-specialists".
is. Learning skills
At the end of the course the students will have the ability to expand, update and deepen the level and variety of knowledge acquired in the classroom and studying in textbooks. More specifically, the development of such skills will lead students to adopt an approach of constant intellectual curiosity and continuous updating (even autonomously) of the information and data useful to address the problems of control of performance in a scenario of continuous evolution. This self-learning capacity will be consolidated during individual and collective study periods aimed at both the preparation of the lessons and the preparation of the final exam.