Learning objectives
The themes of the course are developed in a way as to provide the expertise required to assess the strengths and weaknesses of different tools and media available to retailers and to develop an integrated approach to corporate communication.
Prerequisites
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Course unit content
The course aims at illustrating the role played by communication in the affirmation of retailers’ image, with particular reference to price image. In this perspective, the course provides an overall framework of the key components of out-of-store and in-store communication
Full programme
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Bibliography
A selection of articles and lecture notes provided by the Professor
Teaching methods
Oral lesson
Assessment methods and criteria
Written exam
Other information
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