RETAIL ADVERTISING AND BRANDING
Learning outcomes of the course unit
The course is based on giving to the students both the theoretical and the operational bases for the analysis of the brand management strategies in the vertical marketing system.
Course contents summary
The course is divided in two parts. the first focuses on the new trends in managing retail branding strategies with a particular focus on: the determinants of brand equity, best practices and case histories in vertical branding strategies, retail branding aims and objectives, the impact of private labels on competitive relationships between retailers, the impact of retail branding on store loyalty.
The second one is focussing on the retailers costs and the efficiency gaps.
FORNARI E. (2007), “Economia della marca commerciale. Le dimensioni del branding distributivo”, Milano, Egea.
Pellegrini D. , Channel Metrics, Ed Egea
Lecturers integrated with managerial seminars and case histories discussion.
Assessment methods and criteria