RETAIL AND WEB MARKETING 2

In order to cope with the new consumer, firms integrate online and offline marketing activities. This course provides students with a comprehensive analysis of the points of sales both in an online and offline environment. The omnichannel concept will be stressed analyzing market trends. Moreover, marketing and communication tools to enhance the value of each (E)-retail format will be presented.
During the second module the course introduces the students to a contemporary perspective on retailing environment both in Italy and in Europe. It also includes the description of the major forces in distribution practice, in order to combine a knowledge of the "real world" practice with the theoretical and analytical frameworks. Special attention is given to marketing channels, retail management, retail competition and category management, multichannel and omnichannel retail.
During the first part, the course provided some frameworks to manage both the image and the sales in an online context. On the one hand students learnt how to create an effective online presence to manage the brand reputation, on the other they learnt how e-commerce and physical channels can cope and at the same time compete each other.

Recognize the characteristics of retail industry.
Identify the cultural factors that influence the retail activities in the national and international context.
Investigate, analyze and assess the retail environment, which contributes to determine the business opportunities.
Understanding private label strategy and merchandising policies.
Identify and evaluate marketing strategies and policies of retailers engaged in multichannel and omnichannel activities.

A good knowledge of the principles of marketing is required.
An excellent knowledge of chapter 15 in J.J. Lambin, "Market driven management", VI edizione, Milano, McGraw-Hill 2012, or chapter about retail and distribution in other marketing textbook such as M. Levens e F. Casarin, "Marketing", Milano, Pearson, 2014.

1. Channel structure: retailing and wholesaling
2. Channel management: marketing channel policies
3. Evolution of marketing channels
4. European trends in retailing
5. Focus on channels relationships. Analysis of market share
6. Cooperation and competition in marketing channels
7. Category management.
8. Multichannel and omnichannel retail.

Text for attending students:
Fornari E., Multichannel retailing, Milano, EGEA 2018.
At the beginning of lectures, some topics for groupworks will be assigned to the students.

Texts for non attending students:
Fornari E., Multichannel retailing, Milano, EGEA 2018.
Fornari D., Trade marketing & sales management, Milano, EGEA 2018, chapters 4-5-6-7-8.

Recommended books:
Cardinali MG., Retail ibrido, Milano, Egea 2018.
Fornari D., Trade marketing e Sales management, Egea 2018.
Sthalberg M., Maila V., eds, Multichannel marketing ecosystems, London, Kogan Page, 2014.
Massara F., Customer journey nello spazio di vendita : governare il flusso della comunicazione, Milano, Egea, 2016.
Pellegrini L., Zanderighi L., Il sistema distributivo italiano, Bologna, Il Mulino, 2013.
Collesei U., Casarin F., La relazione industria-distribuzione tra conflitto e collaborazione, Padova,Cedam, 1999.
Castaldo S., Mauri C. (a cura di), Store management : il punto vendita come luogo di customer experience, 4. ed., Milano, Angeli, 2017.
Sciarelli S., Vona R., Management della distribuzione, Milano, McGraw-Hill 2009.
Lugli G., Ziliani C., Micromarketing. Creare valore con le informazioni di cliente, Torino, Utet, 2004.
Berman B., Evans J.R., Retailing management. A strategic approach, Englewood Cliffs, Prentice-Hall, 2009.
Stern L.W., El-Ansary A.I., Anderson E., Coughlan A.T., Marketing channels, 6th ed., Upper Saddle River, N.J., Prentice-HallInternational, 2006.
Lugli G., Marketing Channel. La creazione di valore nella distribuzione specializzata, Torino, Wolters Kluwer Italia, 2011.
Lugli G., Marketing distributivo, Torino, Wolters Kluwer Italia, 2009, pagg. 1-46, 53-81, 177-241, 261-280, 355-421, 433-437, 521-600, 697-738.

Written exam (open questions). Time: 1 hour.
Due to the health emergency, the exams of June and September 2020 will be carried out orally.

For those attending: the 5 questions will relate to the content of the lessons of the course + the content of the chapters n. 1 and n. 7 of the reference text indicated above. The score (-1 to +2) achieved in group work will be added to the result of the written exam. The points achieved in the group work shall remain valid for the 4 examination dates of the Academic Year 2019-2020.
For those not attending: the 5 questions will relate to the content of the two reference texts indicated above.

Optional oral.

Lecture. Project works will be proposed to the students attending to the lessons.

The course is taught in Italian language.

Active participation will be evaluated.

Optional oral exam.

written and oral

This subject deals with topics related to the macro-area "Cities, infrastructure and social capital" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development