RETAIL AND CHANNEL MANAGEMENT

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, crosschannel, and omnichannel retail.

Recognize the economic 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 No. 9 "Retail and Trade Marketing" in P. Kotler, G. Armstrong, F. Ancarani, M. Costabile, "Principi di marketing", 17th edition, Milano, Pearson Italia 2019, or Chapter No. 15 in J.J. Lambin, "Market driven management", 6th edition, Milano, McGraw-Hill 2012, or Chapter n. 10 in J. Fahy, D. Jobber, "Fondamenti di marketing", Milano, McGraw-Hill 2019, 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. Strategic positioning of retail companies. European trends in retailing
3. Channel management: marketing channel policies
4. Marketing tools of retail
5. Focus on channels relationships. Analysis of market share
6. Category management
7. Income statement of the distribution channel
8. Multichannel, crosschannel and omnichannel retail.

Text:
Fornari D., Ghezzi A. (2023), Retailing e trade marketing, Milano, Egea.

Recommended books:
Cardinali MG., Retail ibrido, Milano, Egea 2018.
Giannasi M., Casarin F., Philosophy of Marketing. The new realist approach, Abingdon, Routledge 2022.
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.
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 test on the content of the course lessons + on the content of chapters n. 3 and no. 8 of the reference text indicated above (5 questions, 1 hour).
- For those who join the Experior “Retail and Artificial Intelligence” Project: from -1 to +4 points compared to the written test. The evaluation of the work remains valid only for the 4 sessions of the Academic Year 2023-2024. The groups will be organized at the beginning of the course based on the registrations received. Materials relating to the topic of the project will be uploaded into the teaching moodle.

Non-attending students will be able to usefully refer to all the chapters of the indicated text.

In the event of a pandemic emergency, the examination procedures may be changed.

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

Ca ’Foscari applies Italian law (Law 17/1999; Law 170/2010) for the support and accommodation services available to students with disabilities or specific learning disabilities. If you have a motor, visual, hearing or other disability (Law 17/1999) or a specific learning disorder (Law 170/2010) and you require support (classroom assistance, technological aids for carrying out exams or exams individualized, accessible format material, note retrieval, specialist tutoring to support the study, interpreters or other) contact the Disability and DSA office disita@unive.it.

Italian

The course is taught in Italian language.

Active participation will be evaluated.

written

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