SHOPPER MARKETING
Learning outcomes of the course unit
Knowledge and understanding
At the end of the course, the students will have acquired skills on the following topics:
- The drivers of store format innovation;
- New formats in the international scenario;
- The management of the in-store marketing levers;
- The principles of visual communication;
- Layout and display.
Skills and understanding skills applied
At the end of the course the student will be able to:
- understand the different phases underlying the design of a new format;
- translate the conceptual tools into empirical rules for the design of new formats;
- plan and manage the store marketing levers in the various sectoral contexts, both in the perspective of industrial companies wishing to enhance their brand within modern structures, and in the perspective of commercial companies wishing to design new formats;
- develop distinctive skills in the area of merchandising, visual merchandising and store design.
Independence of judgment
At the end of the course the student will be able to:
- evaluate the format strategies pursued by the companies;
- identify the most innovative formats in the national and international scenario;
- identify the best practices in managing the retail mix;
- evaluate the effectiveness of space management.
Communication skills
Through lectures managed in an interactive way, company testimonials
and group work, the student will be able to:
- clearly communicate, in a concise, timely and coherent manner, to different interlocutors (both academic and business), information and concepts (including complex ones) related to retail and shopper marketing issues;
- communicate effectively using an appropriate language;
- manage contents and timing of a presentation.
Learning skills
The course aims to transfer the ability to translate the economic principles into empirical rules of decision. The main topics are detailed through the presentation of successful case studies in the context of the Italian, European and U.S. markets. At the end of the course the students will have gained the ability to expand and update the level and range of the knowledge acquired from lessons and course textbooks.
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.
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.
Course contents
− 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
− 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
Recommended readings
Textbook
Maria Grazia Cardinali, Retail Ibrido,
Egea, Milano, 2017
Karin Zaghi, Visual Merchandising. La comunicazione del punto vendita per dare valore all'esperienza del cliente,
Franco Angeli, Milano, 2018
Capitoli 1,4,6,8,9,10
Attending students:
M.G. Cardinali, Retail Ibrido,
Egea, Milano, 2018
Non - attending students:
Testo d’esame
M.G. Cardinali, Retail Ibrido.
Egea, Milano, 2018
Karin Zaghi,
Visual Merchandising. Orientamenti e e paradigmi della comunicazione del punto vendita.
Franco Angeli, Milano, 2016
Chapters 1,4,6,8,9,10
Teaching methods
Acquisition of knowledge: lectures
Acquisition of the ability to apply the analysis methodologies and Acquisition of technical language: project works and cases studies
Acquisition of the autonomy of judgment: project works and managerial lessons.
Acquisition of learning skills: during the course a group work is scheduled. The group work consists in the realization of a field research, on a particular theme of Shopper Marketing that will be illustrated during the course. The final work must be presented in oral form through a power point presentation. All groups must present the work at the end of the course, on the day that will be defined and communicated in class.
The slides used to support the lessons will be available at the photocopy office before the start of the lessons.
Non-attending students are reminded to check the available teaching materials and the indications provided by the teacher through the Elly platform.
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
The learning results will be assessed through a final written test composed by 3 open-ended questions, each worth 10 points.
The duration of the exam is 1 hour. The time available for each question is 20 minutes.
The final written test is evaluated on a 0-30 scale.
The use of any type of notes, books, phones, media etc. during the exam is forbitten
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.
