Retail Marketing Innovation

Università IULM

Course Description

  • Course Name

    Retail Marketing Innovation

  • Host University

    Università IULM

  • Location

    Milan, Italy

  • Area of Study


  • Language Level

    Taught In English

    Hours & Credits

  • Contact Hours

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    Training objectives of the course

    Students will develop a sound knowledge of the impact of digital transformation on the retail eco-system. We will focus on how technology and digital innovation are reshaping the relationships between people and brands.

    The possibility of meeting managers from different companies (lectures) and the group project work will allow students to get familiar and to deal with some of the most relevant business challenges organisations are facing today.

    Course programme

    The first part of the course will focus on the global trends affecting the retail world and the relationship between brands and people.

    The second part will focus on the guiding principles of Retail Marketing 4.0 (i.e. loyalty, personalisation, channel integration, partnerships, etc.). Managers and Professionals from a number of companies will be invited to share their points of view.

    Didactic Methods

    The course will use an online community to share information and materials and will be structured as follows:

    - Lectures
    - Case Study Discussions
    - Group Project Work

    Learning assessment procedures

    Students will be requested to answer 2 open-ended questions, accounting for 50% of the final grade. The remaining 50% will be based on the result of the project work.


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