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RETAIL MANAGEMENT

Syllabus

EN IT

Learning Objectives

LEARNING OUTCOMES:
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. Indeed, 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.).

MAKING JUDGEMENTS:
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.

COMMUNICATION SKILLS:
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.

LEARNING SKILLS:
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.

Prerequisites

GENERAL MANAGEMENT

Program

The course begins with an introductory section focused on general concepts and commercial formats (6 hours). The second section delves deeper into strategic aspects (8 hours), exploring the marketing mix levers employed by retailers (12 hours) and logistical management (4 hours). Finally, the third section (6 hours) is dedicated to the practical application of the material, featuring in-class presentations of case studies and preparatory exercises for the written test.

Part 1 (6 hours)
1.1. Introduction to the study of retailing: definition, importance and management
1.2. Retail functions and types of store-based retail formats
1.3. Online retail formats and the challenge of omnichannel retailing

Part 2 (24 hours)
2.1. Retail strategies:
- Vertical integration
- Collaboration
- Internationalization
- Branding and positioning
- Corporate Social Responsibility and Sustainability
2.2. Marketing-mix policies:
- Location decisions
- Merchandise and category management
- Pricing
- Communication and Customer Relationship Management
- In-store marketing (layout, design and visual merchandising)
2.3. Retail logistics
- Buying processes
- Physical distribution
- ICT and Supply Chain Management

Part 3 (6 hours)
3.1. Case-study development
3.2. Written test simulation

Books

ZENTES J., MORSCHETT D. & SCHRAMM-KLEIN H. (eds.), Strategic Retail management, Springer Gabler, Wiesbaden, 3rd edition, 2017 (ISBN: 978-3-658-10183-1 Ebook - ISBN 978-3-658-10182-4 Softcover book) - CHAPTERS FROM 1 TO 19.

Other integrative materials will be uploaded on the course website or distributed in real-time during online classes.

Bibliography

BACCARANI C. (ed.), Imprese Commerciali e Sistema Distributivo Una visione economico-manageriale, G.Giappichelli Editore, Torino, 2005.
BERKHOUT C., Assortment and merchandising strategy: Building a retail plan to improve shopper experience, Palgrave Macmilan, Cham, 2019.
CARDINALI M.G., Retail ibrido, Egea, Milano, 2018.
CASTALDO S. (ed.), Retail & Channel Management, Egea, Milano.
FORNARI D., GRANDI S., FORNARI E. (eds.), #Retailvision: Gli scenari del marketing distributivo, Egea, Milano, 2019.
FORNARI E., Multichannel retailing, Egea, Milano, 2018.
GRANDI S., Retail competition, Egea, Milano, 2008.
KRAFFT M., MANTRALA MURALI K. (eds.), Retailing in the 21st century: Current and future trends, Springer, Berlin and Heidelberg, 2010.
LEVY M., WEITZ B.A., GREWAL D. (eds.), Retailing management, McGraw-Hill, New York, 2019.
PANTANO E., DENNIS C. (eds.), Smart Retailing : Technologies and Strategies, Palgrave Pivot, Cham, 2019.
PIOTROWICZ W., CUTHBERTSON R. (eds.), Exploring Omnichannel Retailing: Common Expectations and Diverse Realities, Springer, Cham, 2018.
SCAFARTO F. (ed.), Retail Management, McGraw-Hll, Milano, 2020.
SCIARELLI S., VONA R., Management della distribuzione, McGraw-Hill, Milano, 2009.
SORENSEN H., Inside the mind of the shopper. The science of retailing, Pearson, Upper Saddle River, 2015.
TREADGLOD. A., REYNOLDS J. (eds.), Navigating the new retail landscape: A guide for business leaders, Oxford University Press, Oxford, 2021.
ZENTES J., MORSCHETT D., SCHRAMM-KLEIN H. (eds.), Strategic Retail Management. Text and International Cases, Springer Gabler, Weisbaden, 2017.

Teaching methods

The teaching methods employed include a combination of traditional lectures (knowledge and understanding) with in-class discussions of case studies (applying knowedge and understanding, making judgements, communication skills, learning skills).

Exam Rules

ALL STUDENTS
Compulsory written exam (multiple-choice test, true-false questions, open question). Evaluation criteria: multiple-choice test 12 questions (1 correct answer out of 3; no penalty - max 18 points); true-false questions 8 questions (1 correct answer out of 2; penalty of 0.25 points for wrong answer - max 8 points); open question (1 question on a specific topic of the program: e.g., definition, typologies, examples - max 4 points). The scores of the different parts of the written test will be added up and expressed in thirtieths.The student can finish the exam by registring the grade of the written test.

ATTENDING STUDENTS
Attending students must take the written test that is mandatory.
They can also earn 1-2 extrapoints from a positive evaluation of a group in-class assignment during the course.
In-class assignment will consist of a group presentation of a case-study or an essay developed during the course and discussed in the classroom. The format of the presentation will be made available in the teaching materials alongwith guidelines for its preparation and delivery.
For attending students the grade to pass the exam will consist of the sum of the written test and the points from the case-study presentation.
Attending students who have passed the written test can also ask the professor for an integrative oral colloquium, which is optional. The oral interview will consist of two questions on the program: a general question and an in-depth question. Evaluation criteria: mastery of the topics and degree of in-depth study; language skills, clarity and ability to summarize.The grade of the oral exam will be expressed in thirtieths.
The grade of the written test (plus the extra-points) and the oral colloquium will be averaged.

NON-ATTENDING STUDENTS
Non attending students must take the written test (multiple-choice, true-false, open questions), and they have to complete their exhamination with an integrative oral colloquium, which is mandatory.
If non-attending students fail the written test, they cannot access the oral interview.
The oral interview will consist of two questions on the program: a general question and an in-depth question. Evaluation criteria: mastery of the topics and degree of in-depth study; language skills, clarity and ability to summarize.The grade of the oral exam will be expressed in thirtieths.
The grade of the written test and the oral colloquium will be averaged.

The comprehensive examination for all students will be evaluated on a scale of thirty, with the following scoring criteria:
Not suitable: significant deficiencies and/or inaccuracies in knowledge and understanding of the topics; limited analysis and synthesis skills, frequent generalizations.
18-20: just sufficient knowledge and understanding of the topics with possible imperfections; Sufficient analytical, synthesis and independent judgment skills.
21-23: Knowledge and understanding of routine topics; Correct analysis and synthesis skills with coherent logical argumentation.
24-26: Fair knowledge and understanding of the topics; good analytical and synthesis skills with rigorously expressed arguments.
27-29: Complete knowledge and understanding of the topics; remarkable analytical and synthesis skills. Good independent judgement.
30-30 cum laude: Excellent level of knowledge and understanding of the topics. Remarkable analytical and synthesis skills and independent judgement. Arguments expressed in an original way.