Learning objectives

The teaching methods adopted by the teaching staff of the courses and workshops will enable you to:

• develop the necessary skills to make strategic and operational decisions autonomously;
• provide complete information on the retail mix tools used by distribution to increase the degree of customer satisfaction, in a market characterised by growing competition;
• acquire the ability to understand the processes of transformation of the economic context that have conditioned and continue to condition the dynamics of the spread of modern distribution and develop a critical analysis of the innovative processes that directly and indirectly affect distribution develop the advanced skills needed to translate the conceptual tools learnt in classes and books into empirical rules for the joint and integrated management of all the levers of in-store marketing (merchandising, visual merchandising, store design, ambience, visual communication) and for the design of new shop formats acquire specialised skills in the field of relationship marketing issues, maturing the ability to measure customer loyalty and its contribution to profits;
• to build loyalty programmes for the collection of customer data;
• to develop new metrics for decision making in the different areas of the retail mix;
• to acquire methodologies for the analysis and management of customer data applied to business problems of acquisition, retention, upselling and cross-selling (Customer Relationship Management) develop skills on the main statistical methodologies used for Data Mining applications in marketing, with particular reference to the analysis of purchasing and consumption behaviour so as to independently apply statistical techniques to business and data mining problems, through the use of Excel and SPSS software. In general, refine your ability to develop opinions, present and defend the main results of your activities in front of different audiences, in small or larger group settings.

TRADE strongly encourages students to improve their command of the English language: they are taught in English: Modern retail development and Behavioural economics (I year), Loyalty Marketing, CRM and customer analytics and Communication and Digital Marketing (II year) as well as several free subjects, such as Health and Wellness Marketing; there are numerous international exchanges in Europe (Erasmus) and on other continents (Overworld); the course also offers the opportunity of the three Double Degrees. Read more on the 'Completing your studies abroad' page.
The suitability of the educational content of the Study Course is constantly checked in relation to scientific progress in the fields of marketing and trade marketing (this is ensured by the fact that the Professors involved in the teaching activities develop their own research activities in these fields), as well as through a continuous comparison with the business world, through the involvement of managers and experts in the teaching activity by means of seminars, testimonials and case studies, and thanks to the Steering Committee, a group of managers from leading Italian companies who closely follow the degree course and discuss its contents and methodologies with the Course President and the teaching staff.