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 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.
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
Prerequisites
GENERAL MANAGEMENT
Programma
Una parte iniziale è dedicata all’esame dei concetti generali e sui formati commerciali (6 ore); una seconda parte di approfondimento sugli aspetti strategici (8 ore), sulle leve di marketing-mix dei retailer (12 ore) e sulla gestione logistica (4 ore). Infine, una terza parte applicativa (6 ore) sarà dedicata alla presentazione in aula di casi di studio ed a esercitazioni per la prova scritta.
Parte 1. (6 ore)
1.1. Introduzione allo studio del retailing: definizione, rilevanza e aree di gestione
1.2. Le funzioni del retail e i tipi di formati commerciali fisici
1.3. I formati commerciali online e la sfida dell'omnicanalità
Parte 2. (24 ore)
2.1. Aspetti strategici della gestione del retail:
- Integrazione verticale
- Collaborazione
- Internazionalizzazione
- Branding e posizionamento
- Responsabilità Sociale d'Impresa e Sostenibilità
2.2. 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
2.3. La logistica nel retail:
- Il processo di approvvigionamento dei retailer
- La distribuzione fisica dei prodotti
- ICT e gestione collaborativa della filiera (SCM)
Parte 3. (6 ore)
3.1. Sviluppo di casi di studio
3.2. Simulazione prova scritta
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
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. (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.
Modalità di svolgimento
I metodi didattici includono una combinazione di lezioni frontali tradizionali (capacità di conoscenza e comprensione) e lo sviluppo di casi di studio (applicare la conoscenza e la comprensione, a sviluppare abilità comunicative, autonomia di giudizio e capacità di apprendimento).
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).
Regolamento Esame
PER TUTTI GLI STUDENTI
Prova scritta obbligatoria (test a risposta multipla, domande vero-falso, domanda aperta).
Criteri di valutazione: test a risposta multipla 12 domande (1 risposta esatta su 3; nessuna penalità - max 18 punti); domande vero-falso 8 domande (1 risposta esatta su 2; penalità di 0,25 punti per risposta sbagliata - max 8 punti); domanda aperta (1 domanda su un argomento specifico del programma: definizione, tipologie, esempi - max 4 punti)
I voti delle diverse parti del test scritto saranno sommati ed espressi in trentesimi.
Lo studente potrà terminare l'esame verbalizzando il voto della prova scritta.
PER I SOLI STUDENTI FREQUENTANTI
Gli studenti frequentanti dovranno sostenere la prova scritta obbligatoria. Essi potranno inoltre ottenere un massimo di 2 punti extra (da aggiungersi al voto finale della prova scritta) 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. Il formato della presentazione del caso di studio sarà reso disponibile tra i materiali didattici assieme a linee guida per la presentazione e la consegna.
Gli studenti frequentanti che passeranno l'esame scritto potranno verbalizzare il voto che sarà pari alla somma tra il punteggio in trentesimi della prova scritta e i punti-extra della presentazione del caso di studio.
Gli studenti frequentanti che avranno superato il compito scritto potranno chiedere al docente di sostenere una prova orale, che è in ogni caso facoltativa per loro. La prova orale consisterà in due domande di verifica sul programma: una domanda di carattere generale ed una domanda di approfondimento. Criteri di valutazione: padronanza degli argomenti e grado di approfondimento; proprietà di linguaggio, chiarezza e capacità di sintesi espositiva.
Il voto della prova orale sarà espresso in trentesimi.
In questo caso, il voto finale sarà pari alla media tra il voto della prova scritta (più eventuali punti-extra) e quello della prova orale.
PER I SOLI STUDENTI NON-FREQUENTANTI
Gli studenti non frequentanti dovranno sostenere la prova scritta (a risposta multipla, vero-falso, domande aperte) e completare l'esame con un colloquio orale integrativo, che è obbligatorio.
Se gli studenti non frequentanti non superano la prova scritta, non possono accedere al colloquio orale.
La prova orale obbligatoria consisterà in due domande di verifica sul programma: una domanda di carattere generale ed una domanda di approfondimento. Criteri di valutazione: padronanza degli argomenti e grado di approfondimento; proprietà di linguaggio, chiarezza e capacità di sintesi espositiva.
Il voto della prova orale sarà espresso in trentesimi.
In questo caso, il voto finale sarà pari alla media tra il voto della prova scritta e quello della prova orale.
La prova complessiva di esame per tutti gli studenti sarà valutata in trentesimi secondo i seguenti punteggi:
Non idoneo: importanti carenze e/o inaccuratezze nella conoscenza e comprensione degli argomenti; limitate capacità di analisi e sintesi, frequenti generalizzazioni e limitate capacità critiche e di giudizio, gli argomenti sono esposti in modo non coerente e con linguaggio inappropriato;
18-20: conoscenza e comprensione degli argomenti appena sufficiente con possibili generalizzazioni e imperfezioni; capacità di analisi sintesi e autonomia di giudizio sufficienti, gli argomenti sono esposti in modo frequentemente poco coerente e con un linguaggio poco appropriato/tecnico;
21-23: Conoscenza e comprensione degli argomenti routinaria; Capacità di analisi e sintesi corrette con argomentazione logica sufficientemente coerente e linguaggio appropriato/tecnico
24-26: Discreta conoscenza e comprensione degli argomenti; buone capacità di analisi e sintesi con argomentazioni espresse in modo rigoroso ma con un linguaggio non sempre appropriato/tecnico.
27-29: Conoscenza e comprensione degli argomenti completa; notevoli capacità di analisi e sintesi. Buona autonomia di giudizio. Argomenti esposti in modo rigoroso e con linguaggio appropriato/tecnico
30-30 e lode: Ottimo livello di conoscenza e comprensione approfondita degli argomenti. Ottime capacità di analisi, di sintesi e di autonomia di giudizio. Argomentazioni espresse in modo originale e con linguaggio tecnico appropriato.
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.
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
-
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).
FOR THE NEXT SESSION THE EXAM WILL BE ORGANIZED EXCLUSIVELY ONLINE THROUGH MICROSOFT TEAMS.
OFFICE HOURS
Please refer to:
-
the section "Notice" of the course webpage
-
the course channel on Microsoft Teams
Prof.ssa Lucia Leonelli
