General information

Subject type: Optional

Coordinator: Monica Juliana Oviedo León

Trimester: Second term

Credits: 4

Teaching staff: 

Ester Hidalgo Pastor

Teaching languages

  • Spanish
  • Spanish: Teaching materials: articles, videos.
  • English: Teaching materials: articles, videos.


Basic skills
  • B4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.

Specific skills
  • E5. Recognize the particularities of marketing activity in sectors of activity with specific characteristics.

  • E8. Synthesize ideas to make them feasible and profitable business understanding the current market.

  • E10. Analyze and evaluate the role of digital communities and social media in business.

  • E15. Gather and interpret meaningful data to make judgments that include reflection on relevant business issues and be able to prepare a document that allows for the transmission of information or an innovative business proposal.

General competencies
  • G1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.

  • G2. Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking.


In a global, digital and saturated environment, market differentiation has become the biggest challenge for any company or brand. Especially when we refer to the Retail sector. The homogenization of supply, the emergence of the online shopping channel, the crisis and the arrival of new generations have produced important changes in the general context, which affect and define new behaviors, motivations and expectations of purchase.
All these factors generate a new paradigm: COM vs. WHAT. We no longer buy products. We buy stories, personalities and values ​​from the brands we consume, through which we identify and explain who we are.
In this new paradigm, the key to the differentiation and competitiveness of Retail companies lies in the ability to generate a COM that transmits its DNA in a coherent and sustainable way through a differentiating communication strategy, where the point of sale is key.

This COM is the shopping experience. Which, to be effective, must fulfill three main objectives:
· Seduce your target buyer;
· Generate an ergonomic purchasing process adapted to your needs;
· Harmonize a commercial space where to generate memory to the buyer, to turn him into prescriber.
In this context, where the point of sale becomes a strategic channel of communication, tactical policies come into play that are essential to understand and manage, in order to ensure a unique, authentic and coherent experience, key to differentiation and sustainability in the weather.

Learning outcomes

  • Show the concepts and tools of Marketing applied to the business.
  • Identify markets and customers by understanding consumer behavior and using the technological tools of Marketing
  • Get an overview of Retail;
  • Understand what the shopping experience is and what aspects define it;
  • Analyze a business concept in a professional way, through a structured visit to the store.
  • Deduce the strategy behind a business concept:
    • Target,
    • Positioning,
    • Purchase Process and Retail Concept
  • Extract learning and propose improvements to align strategy and tactics, as a key to the differentiation and durability in the market of a Retail badge.
  • Train the ability to synthesize relevant information, order it critically, and present it in public.

Working methodology

Theoretical sessions
MD1. Master class
MD2. Conferences
MD3. Presentations.
Guided learning
MD7. Case study
Autonomous learning
MD9. Solving exercises and problems
MD10. Research and reading articles


- The social role of Shopping and Omnichannelity

- Trends and commercial challenges of the new environment
- The Experience: Value proposition and Marketing 

- Branding: branding platform and retail applications.
- Shopper Vs. Consumer. 
· Retail Mix: The 7 elements that replace the 4P and that define the Shopping Experience
· Products
· Services
· Pricing Policy
· Locations and Expansion
· Atmosphere, Design and Visual Merchandising
· Communication and Store Marketing Plan
· People: Customer service

ACTIVITIES: Retail Safari, Exercises, Project

Learning activities

AF1. Theoretical sessions

AF3. Teamwork

AF4. Individual work

AF7. Non-contact tutorials

Evaluation system

Continuous evaluation - 70%

SE1. Participation in the cases, debates and exercises proposed by the teacher - 20%
SE2. Individual exercises proposed by the teacher
Attendance and participation in Retail-Safari
Final work: Analysis and proposal to improve a retail concept from an existing concept. Definition of the strategy and experience of new purchase - 40% (30% group assessment + 10% Individual tasks).
This work will be partially developed in class, during the sessions.
SE3.Exhibition of the final work - 10%

Final examination of modules - 30%

SE4. Individual exam 1 / Open questions - 30%

The subject is face-to-face and must be followed from the beginning of the course. Attendance is mandatory and necessary to be able to pass, as well as delivery within the established period to present the exercises proposed by the teacher. Exercises delivered outside the established period will have a maximum score of 4/10. The minimum final grade to pass will be 5/10.

Only the final exam can be retaken, which must be passed (5/10) to average with the accumulated mark of the continuous assessment.



Ståhlberg, M., & Maila, V. (2014). Shopper marketing. Editorial Profit. Spanish edition with prologue by Xavier Bordanova



Doug Stephens. (2017) Reengineering Retail: The Future of Selling in a Post-Digital World. Figure 1 Publishing.

B. Joseph Pine II and James H. Gilmore. (2019) The Experience Economy: Competing for Customer Time, Attention, and Money. 

Harvard Business Review Press.