EN
IT
Obiettivi Formativi
OBIETTIVI FORMATIVI:
Il corso si propone di introdurre gli studenti al tema dell'economia e gestione delle imprese commerciali al dettaglio (retailing) da una prospettiva strategica e funzionale. Particolare enfasi sarà data alla comprensione delle funzioni e dei formati commerciali, alle strategie di marketing dei dettaglianti nonché alle dinamiche nelle relazioni verticali tra retailer e produttori. Ciò nella considerazione che la grande distribuzione moderna è diventata una forza concorrenziale significativa in quanto è più vicina al mercato finale rispetto aiproduttori. Al riguardo, diviene fondamentale anche fornire una panoramica generale sul ruolo delle ICT per comprendere la trasformazione digitale nei rapporti acquirente-venditore e con i consumatori finali. L'e-commerce (o e-tailing) ha infatti contribuito a velocizzare e amplificare le interazioni tra produttori, distributori, operatori logistici e clienti, sottolineando la necessità di una maggiore efficienza nella programmazione, gestione degli ordini, magazzinaggio e consegna delle merci. In effetti, i retailer stanno prendendo in considerazione una serie di importanti pratiche manageriali per governare i processi di distribuzione lungo i canali B2C, come l'Efficient
Consumer Response e il Supply Chain Management.
CONOSCENZA E CAPACITÀ DI COMPRENSIONE:
Gli studenti acquisiranno una comprensione concettuale delle pratiche di marketing implementate dai retailer che gli consentono di raccogliere informazioni sulle preferenze dei
clienti e di influenzarne i comportamenti.
CAPACITÀ DI APPLICARE CONOSCENZA E COMPRENSIONE:
Agli studenti verranno inoltre fornite conoscenze pratiche ed esempi su come i processi di distribuzione fisica sono strutturati e gestiti in settori specifici (ad esempio, distribuzione
alimentare, moda e lusso, mobili per la casa, ecc.).
AUTONOMIA DI GIUDIZIO:
Gli studenti avranno l'opportunità di comprendere e valutare i modelli di retailing emergenti da un punto di vista teorico ed empirico .
ABILITÀ COMUNICATIVE:
L'interazione con il docente durante le lezioni e tramite la piattaforma web, unitamente alla stesura di brevi saggi o alla discussione di case-studies, rafforzeranno le capacità
comunicative degli studenti.
CAPACITÀ DI APPRENDIMENTO:
Al termine del corso, gli studenti potranno intraprendere successivi studi avanzati a livello magistrale nel campo del management/marketing con un più elevato grado di autonomia.
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.
Prerequisiti
ECONOMIA E GESTIONE DELLE IMPRESE
MARKETING
Prerequisites
GENERAL MANAGEMENT
MARKETING
Programma
I. Introduzione allo studio del retailing: definizione, rilevanza e aree di gestione
II. Le funzioni del retail e i tipi di formati commerciali fisici
III. I formati commerciali online e la sfida dell'omnicanalità
IV. Aspetti strategici della gestione del retail:
- Integrazione verticale
- Collaborazione
- Internazionalizzazione
- Branding e posizionamento
- Responsabilità Sociale d'Impresa e Sostenibilità
V. Le politiche di marketing-mix nel retail:
- Le decisioni di localizzazione
- La gestione dell'assortimento e il category management
- Le politiche di prezzo
- Le politiche di comunicazione e di gestione delle relazioni con la clientela
- L'ambientazione del punto vendita e il visual merchandising
VI. La logistica nel retail:
- Il processo di approvvigionamento dei retailer
- La distribuzione fisica dei prodotti
- ICT e gestione collaborativa della filiera (SCM)
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
Testi Adottati
ZENTES J., MORSCHETT D. & SCHRAMM-KLEIN H. (a cura di), Strategic Retail management, Springer Gabler, Wiesbaden (ISBN: 978-3-658-10183-1 Ebook - ISBN 978-3-658-10182-4 Softcover book) - CAPITOLI DA 1 A 19).
Altro materiale integrativo da studiare verrà caricato sul sito web del corso e distribuito in classe durante il corso.
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.
Bibliografia
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.
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.
Modalità di svolgimento
I metodi didattici includono una combinazione di lezioni frontali tradizionali e discussione di casi di studio.
Teaching methods
The teaching methods employed include a combination of traditional lectures with in-class discussions of case studies.
Regolamento Esame
STUDENTI FREQUENTANTI
Prova scritta obbligatoria (test a risposta multipla, domande vero-falso, domanda aperta)
Prova orale opzionale (su richiesta dello studente)
Il voto della prova scritta e della prova orale saranno mediati.
Gli studenti frequentanti potranno ottenere un massimo di 2 punti extra (da aggiungersi al voto finale delle prove) attraverso un lavoro di gruppo assegnato dal docente durante il corso.
Il lavoro di gruppo consisterà nello sviluppo di un caso di studio o di un tema che verrà poi discusso in aula (esso varrà come prova di verifica in itinere).
STUDENTI NON-FREQUENTANTI
Prova scritta obbligatoria (test a risposta multipla, domande vero-falso, domanda aperta)
Prova orale obbligatoria.
Il voto della prova scritta e della prova orale saranno mediati.
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.
Aggiornato A.A. 2022-2023
Aggiornato A.A. 2022-2023
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.
CONTENTS/SYLLABUS
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
TEACHING METHODS
The teaching methods employed include a combination of traditional lectures with in-class discussions of case studies.
MAIN REFERENCES
ZENTES J., MORSCHETT D. & SCHRAMM-KLEIN H. (2017), Strategic Retail Management, 3rd Edition, Springer Gabler, Weisbaden - ALL THE BOOK, with the exception of cases at the end of each chapter, and chapter 20 (Monitoring operational and financial performance).
Other integrative materials will be uploaded on the course website or distributed in real-time during online classes.
EXAMS
Written (mandatory) test (multiple choice, true-false, open questions) plus an integrative oral colloqium (optional).
OFFICE HOURS
Please refer to:
- the section "Notice" of the course webpage
- the course channel on Microsoft Teams
EN
IT
Aggiornato A.A. 2021-2022
OBIETTIVI FORMATIVI
Il corso si propone di introdurre gli studenti al tema dell'economia e gestione delle imprese commerciali al dettaglio (retailing) da una prospettiva strategica e funzionale. Particolare enfasi sarà data alla comprensione delle funzioni e dei formati commerciali, alle strategie di marketing dei dettaglianti nonché alle dinamiche nelle relazioni verticali tra retailer e produttori. Ciò nella considerazione che la grande distribuzione moderna è diventata una forza concorrenziale significativa in quanto è più vicina al mercato finale rispetto ai produttori.
Al riguardo, diviene fondamentale anche fornire una panoramica generale sul ruolo delle ICT per comprendere la trasformazione digitale nei rapporti acquirente-venditore e con i consumatori finali. L'e-commerce (o e-tailing) ha infatti contribuito a velocizzare e amplificare le interazioni tra produttori, distributori, operatori logistici e clienti, sottolineando la necessità di una maggiore efficienza nella programmazione, gestione degli ordini, magazzinaggio e consegna delle merci.
In effetti, i retailer stanno prendendo in considerazione una serie di importanti pratiche manageriali per governare i processi di distribuzione lungo i canali B2C, come l'Efficient Consumer Response e il Supply Chain Management.
CONOSCENZA E CAPACITÀ DI COMPRENSIONE
Gli studenti acquisiranno una comprensione concettuale delle pratiche di marketing implementate dai retailer che gli consentono di raccogliere informazioni sulle preferenze dei clienti e di influenzarne i comportamenti.
CAPACITÀ DI APPLICARE CONOSCENZA E COMPRENSIONE
Agli studenti verranno inoltre fornite conoscenze pratiche ed esempi su come i processi di distribuzione fisica sono strutturati e gestiti in settori specifici (ad esempio, distribuzione alimentare, moda e lusso, mobili per la casa, ecc.).
AUTONOMIA DI GIUDIZIO
Gli studenti avranno l'opportunità di comprendere e valutare i modelli di retailing emergenti da un punto di vista teorico ed empirico
ABILITÀ COMUNICATIVE
L'interazione con il docente durante le lezioni e tramite la piattaforma web, unitamente alla stesura di brevi saggi o alla discussione di case-studies, rafforzeranno le capacità comunicative degli studenti.
CAPACITÀ DI APPRENDIMENTO
Al termine del corso, gli studenti potranno intraprendere successivi studi avanzati a livello magistrale nel campo del management/marketing con un più elevato grado di autonomia.
PROGRAMMA DETTAGLIATO
I. Introduzione allo studio del retailing: definizione, rilevanza e aree di gestione
II. Le funzioni del retail e i tipi di formati commerciali fisici
III. I formati commerciali online e la sfida dell'omnicanalità
IV. Aspetti strategici della gestione del retail:
- Integrazione verticale
- Collaborazione
- Internazionalizzazione
- Branding e posizionamento
- Responsabilità Sociale d'Impresa e Sostenibilità
V. Le politiche di marketing-mix nel retail:
- Le decisioni di localizzazione
- La gestione dell'assortimento e il category management
- Le politiche di prezzo
- Le politiche di comunicazione e di gestione delle relazioni con la clientela
- L'ambientazione del punto vendita e il visual merchandising
VI. La logistica nel retail:
- Il processo di approvvigionamento dei retailer
- La distribuzione fisica dei prodotti
- ICT e gestione collaborativa della filiera (SCM)
PREREQUISITI
- Economia e gestione delle imprese (obbligatorio)
- Marketing (consigliato)
Aggiornato A.A. 2021-2022
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. 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 JUDGMENTS
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.
CONTENTS/SYLLABUS
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
PREREQUISITES
- General management (mandatory)
- Marketing (recommended)
TEACHING METHODS
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
https://teams.microsoft.com/l/team/19%3a7a860ad95f664bad93d6163fcaac266b%40thread.tacv2/conversations?groupId=f5b64ba7-38d4-4593-840d-e856bbeee7b6&tenantId=24c5be2a-d764-40c5-9975-82d08ae47d0e
MAIN REFERENCES
-
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.
EXAMS
Written (mandatory) test (multiple-choice, true-false, open questions) plus an integrative oral colloquium (optional).
OFFICE HOURS
Please refer to:
- the section "Notice" of the course webpage
- the course channel on Microsoft Teams
Aggiornato A.A. 2020-2021
Aggiornato A.A. 2020-2021
LEARNING OBJECTIVES
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.).
MAKING JUDGMENTS
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 student.
LEARNING SKILLS
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.
CONTENTS/SYLLABUS
- 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
TEACHING METHODS
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
https://teams.microsoft.com/l/team/19%3a7a860ad95f664bad93d6163fcaac266b%40thread.tacv2/conversations?groupId=f5b64ba7-38d4-4593-840d-e856bbeee7b6&tenantId=24c5be2a-d764-40c5-9975-82d08ae47d0e
MAIN REFERENCES
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.
EXAMS
Written (mandatory) test (multiple choice, true-false, open questions) plus an integrative oral colloqium (optional).
OFFICE HOURS
Please refer to:
- the section "Notice" of the course webpage
- the course channel on Microsoft Teams
Aggiornato A.A. 2019-2020
Aggiornato A.A. 2019-2020
LEARNING OBJECTIVES
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.).
MAKING JUDGMENTS
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 student.
LEARNING SKILLS
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.
CONTENTS/SYLLABUS
-
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
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Merchandise-mix, and in-store marketing (layout, design and visual merchandising)
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The challenge of sustanaibility in retailing
TEACHING METHODS
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
https://teams.microsoft.com/l/team/19%3a7a860ad95f664bad93d6163fcaac266b%40thread.tacv2/conversations?groupId=f5b64ba7-38d4-4593-840d-e856bbeee7b6&tenantId=24c5be2a-d764-40c5-9975-82d08ae47d0e
MAIN REFERENCES
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.
EXAMS
Written (mandatory) test (multiple choice, true-false, open questions) plus an integrative oral colloqium (optional).
FOR THE NEXT SESSION THE EXAM WILL BE ORGANIZED EXCLUSIVELY ONLINE THROUGH MICROSOFT TEAMS.
OFFICE HOURS
Please refer to:
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the section "Notice" of the course webpage
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the course channel on Microsoft Teams
Prof.ssa Lucia Leonelli
