The course aims to provide a complete information of the instrumentation of marketing that you must use in order to enhance the category within the point of sale.
Course contents summary
In order to promote the level of learning by the students, the course includes a first part of the analysis of the ECR model of category management and the launch of an exercise (catogory management plan), in the second part of the drafting and presentation of results. Within the series of lessons are provided application testimonials regarding management of categories presented by managers of industrial enterprises and brand retail chains.
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