Marketing (advanced)

A.Y. 2019/2020
Lesson for
9
Max ECTS
60
Overall hours
SSD
SECS-P/08
Language
English
Learning objectives
The course intends to develop the knowledge of specific retail and channel marketing management processes and practices, with a focus on fast moving consumer goods. Building on basic marketing knowledge, the course applies marketing concepts and frameworks to the specific context of retail and distribution channel management. The key areas of strategic marketing planning, implementation and control will be encompassed.
The first part of the course introduces the peculiar nature of retailing business, by analyzing both strategic retail marketing decisions and operational retail marketing activities, along with the factors affecting them.
The second part of the course outlines the different options in terms of distribution channel design and management, before analyzing the determinants, effects and trends of channel marketing choices.
The third part of the course has a practice-based approach. Case studies, exercises and assignments are used to let students reinforce concepts learned and actively apply them to real-world situations.

Course structure and Syllabus

Active edition
Yes
SECS-P/08 - MANAGEMENT - University credits: 9
Lessons: 60 hours
Lesson period
Second trimester
Lesson period
Second trimester
Assessment methods
Esame
Assessment result
voto verbalizzato in trentesimi