Retail Marketing

The teaching and learning methodologies rely on participatory and interactive methods, with continuous supervision and feedback from the
instructor, including:
M1: Theoretical-practical lectures introducing key concepts and analyzing case studies, with a focus on critical discussion.
M2: Supervised individual and group projects where students can apply concepts and collaboratively develop retail marketing strategies and
plans for a brand.
M3: Guest lectures by external experts to discuss real-world retail cases, connecting theoretical concepts to market realities.

The learning objectives of the CU are:
O1: Analyze retail structures and formats, considering their role in the organization and dynamics of distribution channels.
O2: Evaluate omnichannel retail strategies for integrating channels and optimizing the buyer’s journey.
O3: Apply emerging technologies and data-based methods to personalize the retail experience.
O4: Develop retail marketing strategies, including market analysis, planning and performance evaluation.
O5: Create innovative point-of-sale solutions, considering the impact of digital retail, ephemeral retail and consumer trends.

C1 – Retail and Distribution Channels
C1.1: Retail structures and formats
C1.2: Power, relationships, and conflicts in channels
C2 – Omnichannel Retail and Channel Integration
C2.1: The customer journey
C2.2: Digital retail marketing and technologies in retail
C2.3: Ephemeral retail: pop-up stores
C2.4: Data-driven retail: capturing, integrating, and personalizing the experience
C3 – Retail Marketing Strategy and Planning
C3.1: Market and competitor analysis
C3.2: Retail marketing strategy and mix
C3.3: Store design and planning
C3.4: Retail performance evaluation.

NAO