SHOPPER MARKETING

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.