Base Knowledge
Consumer Behaviour and Marketing Strategy
Teaching Methodologies
Theoretical-practical classes, covering the latest theoretical developments, framed in business practice current.
Powerpoint slides, made available to students.
Use of short videos on the different items of the program, demonstrating the current reality of the activity of companies in the field of Retailing.
Learning Results
It is intended that students think about the various problems of Distribution and Retail Marketing in a perspective of ensuring satisfaction to the end user through the availability of time, space and possession of utilities.
The course focuses on how distribution and retailing can provide service to customers, both the end users they serve and the organizations that define them.
In order to successfully achieve these goals, students will be exposed to two distinct but interrelated components: Distribution and Retail Marketing. The first component intends to reflect on the notions of distribution, commercial equipment and distribution channels and channels. In the second part, the point of sale is analyzed from a multifaceted perspective.
Program
1. Introduction to Retailing
2. Build and develop relationships
2.1 Value and the value chain
2.2 Retailing relationships
2.3 Technology and relationships in retailing
3. Strategic planning
3.1 Situation analysis
3.2 Objectives
4. Classification of retail operators
4.1 Retail institutions characterized by ownership
4.2 Retail instituitions characterized by store-based strategy
5. Non-traditional forms of retailing
5.1 Direct marketing
5.2 Vending machines
5.3 Online retailing
6. Consumer Analysis
6.1 Consumer demographics and lifestyles
6.2 Consumer needs and desires
6.3 Shoping attitudes and behavior
7 Acquisition and processing of information
7.1 The retail information system
7.2 The marketing research process
8. Analysis of areas of influence
8.1 The importance of location to a retailer
8.2 Trading-areas analysys
9. Site selection
9.1 Types of location
9.2 Location and site evaluation
10. Retail organization and human resources management
10.1 Setting up a retail organization
10.2 Human resource management in retailing
11. Operations management: financial and operational dimension
11.1 Financial dimensions
11.2 Operational dimensions
12. Construction and implementation of merchandising plans
12.1 Developing merchandise plans
12.2 Implementing merchandise plans
13. Financial merchandising management
13.1 Inventory valuation
13.2 Merchandise forecasting and budgeting
14. The pricing
14.1 External factors affecting a retail price strategy
14.2 Developing a retail price strategy
15. Communication and image in retailing
15.1 The significance of retail image
15.2 Atmosphere
16. Promotional strategy
16.1 Elements of the retail promotional mix
16.2 Planning a retail promotional strategy
17. Integration and control of the retailing strategy
17.1 Integrating the retailing strategy
17.2 Control using the retail audit
Curricular Unit Teachers
Internship(s)
NAO
Bibliography
Berman, B., Evans, J. e Chatterjee, P. (2021), Retail Management: A Strategic Approach, 13th ed., Pearson (Basic textbook-available at Library).
Dunne, O., Lusch, R. and Carver, J. (2012), Retailing, International Edition, 8th. ed., Cengage Learning (available at Library).