SHOPPER MARKETING

Shopper Marketing: the course wants to illustrate the strategic role in store marketing plays in the competitive and marketing strategies of retailers in grocery market. In particular, 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 terms of skills, at the end of the course students will be able to understand the issues related to the management of new format and in store marketing levers; to independently take strategical and operational decisions within shopper marketing and to identify operational solutions with respect to the various problems of store format innovation and in store marketing management.
Category Management: the course aims to show how retailers can manage all the levers of the retail mix (assortment, price and promotion) in order to increase consumers' satisfaction in a competitive scenario. At the ens of the course, students will be able to understand how to cobine different levers in order to develop a category plan.