Updated A.Y. 2020-2021
Retail management mainly refers to business processes of dealing with flows of physical products and information along the supply chain.
The course aims to introduce students to the subject of retail management from a strategic and a functional perspective. Particular emphasis will be given to the comprehension of the retail functions and formats as well as to the dynamics in the vertical relationships between retailers and manufacturers. Large-scale retailers and modern distributors definitely became significant competitive forces in the task environments as they are closer to the final market than producers.
Furthermore, the provision of a general outlook about the role of ICT is fundamental to understand the digital transformation in the buyer-seller relationships as well as with the final consumers. Indeed, e-commerce (or e-tailing) has contributed to speed and amplify the interactions between manufacturers, distributors, logistics operators, and customers, stressing the need for an even more increasing efficiency in planning, ordering, warehousing, and delivering of goods. As a matter of fact, a variety of important managerial practices is under consideration by retailers to rule the distribution processes along the B2C channels, such as Efficient Customer Response, and Supply Chain Management.
KNOWLEDGE AND UNDERSTANDING
Accordingly, students will acquire conceptual understanding of marketing practices implemented by retailers, through which these are capable of gathering information on customers’ preferences as well as of influencing their behaviours.
APPLYING KNOWLEDGE AND UNDERSTANDING
Students will also be provided with practical knowledge and examples about how physical distribution processes are structured and managed in specific industries (i.e. grocery food, fashion & luxury, home furniture, etc.).
The opportunity to comprehend and evaluate the emerging retail models from a theoretical and empirical point of view is valuable to students for a better understanding of modern distribution.
The interaction with the professor during classes and the web platform together with the writing of brief essays during the exam will strengthen the communication skills of student.
At the end of the course, students will be able to undertake subsequent advanced studies at master level in the fileld of management/marketing with a higher degree of autonomy.
- Introduction to the study of retailing: definition, importance and management
- Retail functions and types of retailers
- Electronic commerce: from multi-channel to omichannel retailing
- The consumer behavior and experience
- The growth strategies of retailers (i.e. vertical integration, collaboration, internationalization)
- Location decisions
- Information technologies, Logistics and SCM
- Retail communication-mix and CRM
- Pricing strategies
- Merchandise-mix, and in-store marketing (layout, design and visual merchandising)
- The challenge of sustanaibility in retailing
The teaching methods employed include a combination of traditional lectures (this year delivered online through Microsoft Teams) with in-class discussions of case studies.
LINK TO MICROSOFT TEAMS
Scafarto F., Retail management, McGraw-Hill, Milan, (Create- ISBN: 9781307511758) - ALL THE CHAPTERS.
Other integrative materials will be uploaded on the course website or distributed in real-time during online classes.
Written (mandatory) test (multiple choice, true-false, open questions) plus an integrative oral colloqium (optional).
Please refer to:
- the section "Notice" of the course webpage
- the course channel on Microsoft Teams