The course aims to provide complete information of the retail mix instruments used
by retailers to increase the degree of customer satisfaction, in a market
characterized by increasing competition.
The course aims to provide an updated overview of the retail mix actions taken by
the major retailers in order to create value. To this end it is planned a detailed
analysis of the retail mix levers managed by retailers (assortment, price and
promotion) designed to enable the student to have the conceptual elements useful
to understand the functioning of the marketing processes and verify the returns in
terms of profitability and satisfaction.
In a second part, the course also includes the study of the category management
ECR model and the launch of an exercise of the category view to encouraging the
sperimentative and application dimensions by students. It is also provided
testimonies regarding the management of the retail mix levers by national and
international retail chains manager.
During the course students will be able to enhance their skills with regard to:
The development and management of assortment policy;
The management of pricing policies (long and short terms);
The space allocation management;
The ECR model of category management;
The analysis of retail data bases.
G. Lugli (2009). Marketing distributivo. La creazione di valore nella distribuzione
despecializzata (pp. 261-476).
ECR Italia, Category Management. Il modello operativa per il Sistema Italia, 2013
Presentation category plan and written test