Updated A.Y. 2021-2022
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, the marketing strategies of retailers as well as 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 understanding 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 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 a conceptual understanding of marketing practices implemented by retailers, through which these are capable of gathering information on customers’ preferences as well as 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 (e.g., 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 students.
At the end of the course, students will be able to undertake subsequent advanced studies at the master's level in the field of management/marketing with a higher degree of autonomy.
I. Introduction to the study of retailing: definition, importance and management
II. Retail functions and types of store-based retail formats
III. Online retail formats and the challenge of omnichannel retailing
IV. Retail strategies:
- Vertical integration
- Branding and positioning
- Corporate Social Responsibility and Sustainability
V. Marketing-mix policies:
- Location decisions
- Merchandise and category management
- Communication and Customer Relationship Management
- In-store marketing (layout, design and visual merchandising)
VI. Retail logistics
- Buying processes
- Physical distribution
- ICT and Supply Chain Management
- General management (mandatory)
- Marketing (recommended)
The teaching methods employed include a combination of traditional lectures (this year delivered both in the physical classroom and online through Microsoft Teams) with in-class discussions of case studies.
LINK TO MICROSOFT TEAMS
ZENTES J., MORSCHETT D. & SCHRAMM-KLEIN H. (2017), Strategic Retail management, Springer Gabler, Wiesbaden (ISBN: 978-3-658-10183-1 Ebook - ISBN 978-3-658-10182-4 Softcover book) - CHAPTERS FROM 1 TO 19 (cases at the end of the chapters to study will be indicated by the professor).
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 colloquium (optional).
Please refer to:
- the section "Notice" of the course webpage
- the course channel on Microsoft Teams