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.
Risultati apprendimento attesi
By the end of the course students will acquire the ability to critically evaluate and discuss the impact, development and use of the topics covered during the course. The final exam aims to verify the expected learning outcomes in relation to these topics.