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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
MARKETING

Program

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
- Collaboration
- Internationalization
- Branding and positioning
- Corporate Social Responsibility and Sustainability
V. Marketing-mix policies:
- Location decisions
- Merchandise and category management
- Pricing
- 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

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. (a cura di), 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. (a cura di), Retail & Channel Management, Egea, Milano.
FORNARI D., GRANDI S., FORNARI E. (a cura di), #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. (a cura di), Retailing in the 21st century: Current and future trends, Springer, Berlin and Heidelberg, 2010.
LEVY M., WEITZ B.A., GREWAL D. (a cura di), Retailing management, McGraw-Hill, New York, 2019.
PANTANO E., DENNIS C. (a cura di), Smart Retailing : Technologies and Strategies, Palgrave Pivot, Cham, 2019.
PIOTROWICZ W., CUTHBERTSON R. (a cura di), Exploring Omnichannel Retailing: Common Expectations and Diverse Realities, Springer, Cham, 2018.
SCAFARTO F. (a cura di), 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. (a cura di), Navigating the new retail landscape: A guide for business leaders, Oxford University Press, Oxford, 2021.
ZENTES J., MORSCHETT D., SCHRAMM-KLEIN H. (a cura di), Strategic Retail
Management. Text and International Cases, Springer Gabler, Weisbaden, 2017.

Teaching methods

The teaching methods employed include a combination of traditional lectures with in-class discussions of case studies.

Exam Rules

ATTENDING STUDENTS
Written (mandatory) test (multiple-choice, true-false, open questions) plus an integrative oral colloquium (optional).
The grade of the written test and the oral colloquium will be averaged.
Attending students will 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 (mid-term examination).

NON-ATTENDING STUDENTS
Written test (multiple-choice, true-false, open questions) plus an integrative oral colloquium (both are mandatory).
The grade of the written test and the oral colloquium will be averaged.