Learning outcomes of the course unit
enhance competence and skills in order to manage marketing process complex
Course contents summary
During the course the students can develop skills on:the determinants of development of category management; The ECR model of category management: the management of retail mix lever (place, assortment,pricing,in store promotion); The organizational implication of the strategy of category management by producers and retailers; the analysis of retail data bases.
Lugli G, Cristini G.,(2007) CATEGORY VALUE ,Il Sole 24 Ore, Milano
Assessment methods and criteria
Presentation category plan and written test