Learning objectives
In a market context in which is increasing the importance of retail rule in channel processes, the intention of the course is to analyse, on the one hand, the new changes of consumer behaviours towards products and point of sales and, on the other hand, strategies adopted by retailers to manage relations either in the selling market as well as in the sourcing market.
In particular, students will be able to develop a deep knowledge of the economics of mass merchandise and specialised retail distribution.
In this perspective, after analysing the factors that cause the evolution of retail scenarios and the consequent division of marketing functions in the distribution channels, tools for retail mix (range, promotion, price, communication, etc.) will be studied in depth, analysing Italian and international success case histories too.