Retail Marketing Innovation

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.