IN STORE MARKETING
Learning outcomes of the course unit
This course has been designed to illustrate the strategic role in store marketing plays in the competitive and marketing strategies of retailers in grocery market. In terms of skills, at the end of the course students will have the necessary knowledge to understand the issues related to the management of new format and in store marketing levers. Case studies, business games and managerial lessons will allow to verify the correspondence between the theory and business practice. Finally, the course aims to help students to develop a proper independence of judgment and communication skills. With regard to the independence of judgment, students will be able to use the conceptual and operational tools acquired during the course in order to develop their own independent thinking. This will be expressed through the ability to develop an individual process of information analysis and interpretation of the same from the quality and quantity point of view. Students will be able to take strategic decisions and to identify operational solutions with respect to the various problems of store format and in store marketing management. Judgment will be pursued through the combined use of different teaching tools: critical analysis of some case studies that will be discussed in the classroom with the active participation of the students, the realization of specific group work and interaction with qualified manager who will present in classroom case studies on topics covered during the course. In terms of communication skills, students will be able to transfer information and concepts relating to issues in store format management and in store marketing management in a clear and timely manner. In addition, during managerial lessons, students will adopt behaviors of "active listening" understanding the concepts and terms used by corporate stakeholders. Students should be able to prepare brief papers, or providing an oral summary of a particular theme, even with an information technology presentation. At the end of the course students will be able to transfer information clearly to any audience (managerial, academic or non-experts). In terms of learning skills, at the end of the course students will have developed the ability to expand, update and develop the level and variety of the knowledge acquired in the classroom. More specifically, the development of these skills will enable students to have a broad intellectual curiosity and wanting to be updated in order to understand the issues of retail management in a competitive scenario evolving.
Course contents summary
the course will analyse the new meanings, new values, new roles that Innovation and Communication play in the creation of trusting relationships with the customer and in the maintenance of a stable and long-lasting competitive advantage.
− In store marketing drivers
− In store marketing levers
− Retail design
− Interior and exterior design
− Visual merchandising
− Layout and Display
− Experiential shopping and new values of the points of sale
M.G. Cardinali, Shopper Marketing. Creare valore nei luoghi di acquisto, Egea, Milano, 2009
- M.G. Cardinali “Il merchandising: nuova leva strategica per conquistare la fedeltà della clientela”, Industria & Distribuzione n. 1, 2001.
- M.G. Cardinali “Le dimensioni degli acquisti programmati e d’impulso”, Rivista Mercati e Competitività n.4, 2007.
- M.G. Cardinali “Terziarizzazione dei consumi e convergenze competitive” rivista Economia dei Servizi n.2, 2008.
- M.G. Cardinali, S. Bellini, C. Ziliani “Building customer loyalty in retailing: not all levers are created equal”, The International Review of Retail, Distribution and Consumer Research, December 2011.
- M.G. Cardinali “Costruire l’immagine di convenienza nel retailing”, Micro & Macro Marketing, n.1, aprile 2012.
- M.G. Cardinali “I confini tra i canali distributivi nell’era della convergenza competitiva”, pubblicato negli Atti del 12th International Marketing Trends Conference, Parigi, 17-19 gennaio 2013.
In order to develop the skills and the ability to apply the knowledge gained, the course will combined different teaching tools: lectures, exercises, group work, discussion of case studies and business testimonials. The combined use of different teaching tools will help students develop a proper independent judgment, communication skills and ability to learn. In particular, students will be able to prepare brief papers, or providing an oral summary on a particular theme. At the end of the group work students will be able to transfer information clearly to any audience (managerial, academic or non-experts)
Assessment methods and criteria
Learning will be assessed through a written examination consisting of three questions.
Each question is evaluated on ten points: three points will be awarded to knowledge and understanding, five points to applying knowledge and making judgments, two points to communication skills.