Learning objectives
Knowledge and understanding
At the end of the course the student will have acquired in-depth knowledge regarding the following topics:
− assortment policy;
− price and promotion policy;
− display models.
Applied skills and understanding
At the end of the course the student will be able to:
− manage retail-mix levers;
− translate conceptual tools into empirical rules for defining assortments, prices, promotions and displays.
Autonomy of judgement
At the end of the course the student will be able to:
− identify best practices in creating assortments aimed at satisfying shopper needs;
− understand the strategic role that private label plays in the assortment differentiation process;
− identify best practices in setting prices and promotions;
− identify best practices in display design.
Communication skills
Through interactively managed lectures, managerial testimonies and group work, the student will be able to:
- knowing how to communicate clearly, in a concise, timely and coherent way, to different interlocutors (both academic and corporate), information and concepts (even complex ones) relating to retail marketing problems;
- communicate effectively using "expert" language;
- correctly manage the contents and timing of a company presentation.
Ability to learn
The teaching is aimed at transferring the ability to translate economic principles into empirical decision rules. At the end of the course, students will have developed the ability to broaden, update and deepen the level and variety of knowledge acquired in the classroom.
Prerequisites
Knowledge of basic concepts related to management of retailing.
Course unit content
The second module of the course is dedicated to the retail-mix levers. After focusing on strategic marketing process (module 1), the attention shifts to the levers of the retail mix.
The course provides tools and operational models aimed at managing assortments with a category approach (category management) , private label policy, defining prices and promotions and designing displays.
At the end of the theoretical lessons, a category management exercise will be held. Students will be provided with all the information necessary to design a category management plan, from the assignment of marketing roles to the category and segments to the design of the planogram.
Full programme
− The assortment policy;
− Category Management plan;
− Private label policy;
− Pricing and promotions policy;
− Space allocation (display).
Bibliography
Textbook
G. Cristini (2020), Retailing al futuro, Egea.
Materials available on Elly platform (booklet of ppt presentations and readings)
Teaching methods
Within the course students will have the chance to attend business seminars to be engaged in case discussions and team works.
Students will have the chance to participate in team work.
Acquisition of knowledge: lectures.
Acquisition of the ability to apply the analysis methodologies and acquisition of technical language: project works and cases studies.
Autonomy of judgment acquisition: project works and managerial lessons.
Acquisition of learning skills: lessons will favor students' participation and critical evaluation of the main topics discussed.
The slides used to support lectures will be loaded weekly on the Elly.
To achieve an effective preparation for the exam students can rely on notes taken during lectures and slides.
Assessment methods and criteria
The learning outcomes will be assessed through a written exam.
The knowledge and understanding achieved will be assessed with 2 open-ended questions, each worth 7,5 points, assigned to achieved knowledge and understanding capabilities (3 points), ability to apply the acquired knowledge (3 points), ability to learn and to communicate with an appropriate technical language and autonomy of judgment (1,5 points).
The duration of the written test is 40 minutes.
The final written test is evaluated on a 0-15 scale.
The evaluation of module 2 "Retail Marketing" will be added to the evaluation of module 1 "Shopper Marketing", expressed on a scale of 0-15.
“30 cum laude” will be awarded to those students who have demonstrated an appreciable knowledge of the topic, an excellent ability to apply the knowledge acquired to the specific problem, a considerable autonomy of judgment, as well as excellent communication skills.
For attending students who carry out teamwork 2 additional points will be awarded to the overall assessment of Shopper Marketing exam (module 1 and module 2).
The teamwork grade will be considered for the exam only if the written test (module 1 and module 2) is sufficient (18/30).
The teamwork is valid until the last winter session (February 2025).
Results will be published on the Esse3 platform.
During the exam, the use of any type of notes, books, mobile phones, media etc. is strictly forbidden.
Online registration for the exam is mandatory.
Other information
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