RETAIL MARKETING
Learning outcomes of the course unit
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.
a. Knowledge and ability to understand
The intention is to transfer the necessary knowledge to the student regarding the retail mix instrumentation used by the distribution to increase the degree of satisfaction of the final clientele. This will be done through a detailed analysis of the retail mix levers managed by the distribution (assortment, price and promotion) aimed at allowing the student to have elements of a conceptual nature useful for understanding the functioning of the marketing processes.
b. Applying knowledge and understanding
The student will have the necessary knowledge to understand the problems related to the profitability of the distributor and the satisfaction of the final customer. The ability to apply the acquired knowledge will be through the deepening of case studies and the carrying out of group work for students attending the course.
c. Making judgments
At the end of the course the student will be able to use the analytical tools acquired. The autonomy of judgment of the student will be stimulated by promoting the ability to analyze the positioning of the product categories on the basis of the Ecr model.
d. Communication skills
During the course the student will be stimulated to acquire adequate communication and synthesis skills. The participants in the group work will be invited to present the results of the research carried out.
e. Learning skills
At the end of the course the student will have gained the ability to expand, update and deepen the knowledge acquired in the classroom and studying in textbooks. The group work is aimed at stimulating the student's curiosity, strengthening his ability to learn and analyze.
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.
Course contents summary
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.
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.
Course contents
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.
Recommended readings
G. Cristini (2020). Retailing al futuro.
Egea.
G. Lugli (2009). Marketing distributivo. La creazione di valore nella distribuzione
despecializzata pp. 261-384,513-587).
ECR Italia, Category Management. Il modello operativa per il Sistema Italia, 2013
Teaching methods
frontal lesson
plenary discussion
business presentations
frontal lesson
plenary discussion
Assessment methods and criteria
The learning results will be assessed through a final written test (7.5 points each).
Two questions are aimed at assessing knowledge and understanding about: (a) the formation and management of assortment policies, (b) the management of long and short-term price policies, (c) the management of space allocation.
Two questions of more applicative content intend, instead, to ascertain the ability to apply the knowledge, the autonomy of judgment and the ability to learn, with particular reference to the ECR model of category management,
Communication skills through an appropriate technical language will be verified through the assessment of an appropriate use of technical terms in the answers to the questions above.
Presentation category plan and written test
