General information


Subject type: Optional

Coordinator: Vera Butkouksaya

Trimester: First term

Credits: 4

Teaching staff: 

Ester Hidalgo Pastor

Teaching languages


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

Skills


Basic skills
  • CB3. That students have the ability to gather and interpret relevant data (usually within their area of ​​study) to make judgments that include reflection on relevant social, scientific, or ethical issues.

  • CB4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.

Specific skills
  • CE5. Recognize the particularities of marketing activity in sectors of activity with specific characteristics.

General competencies
  • CG1. 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.

Transversal competences
  • CT4. Master computer tools and their main applications for ordinary academic and professional activity.

Description


The emergence of technology has caused a paradigm shift in the Retail sector. 

The buyer has developed a digital culture and empowered through technology, enjoys an unprecedented power that turns him into a protagonist. 

It allows you to be informed, have direct access to products and services, compare, comment, share, co-create... buy what you want, when you want and from anywhere.

 

In this context, their values, needs and expectations evolve.

 

And also the way in which it uses on-off channels to make its purchase decisions, making it essential for companies in the Retail sector to integrate both worlds to offer an uninterrupted brand experience that strengthens their relationship with the brand, as the key to its loyalty and prescription.

 

In this scenario, retail trade, a direct link with buyers, plays an essential role. And the shopping experience is key.

 

Which, to be effective, must fulfill three main objectives:

· Seduce your target buyer/Target

· 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.

 

Likewise, the point of sale becomes a strategic communication channel, where tactical policies that are essential to understand come into play

and manage to ensure a unique, authentic and consistent experience, key to differentiation and durability over time.

Contents


1-TRENDS: OMNI-CHANNELITY

2- INTRODUCTION TO RETAIL MARKETING

3-THE SHOPPING EXPERIENCE
· Strategic decisions: CARD - POSITIONING - ROLE OF POINT OF SALE 

· Tactical decisions-The 7P of the Retail Mix: 

-Product / Service / PVP / Location / Visual Merchandising / Store Marketing Plan / Customer Service 

4. INNOVATION 

5. FINAL PRESENTATION

Evaluation system


1-Continuous assessment- 20%

Attendance, class participation. Assistance and participation SAFARIS.

Presentation Analytical Phase

2-Project Conceptualization of shopping experience- 50% 

3-Final exam - 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 approve, as well as the delivery of the

exercises proposed by the teacher within the established deadlines. 

Exercises handed in after the deadline 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) in order to make an average with the cumulative grade of the continuous assessment.

REFERENCES


Basic

Ståhlberg, Mikael, & Maila, Viktoria. (2014). Shopper marketing. Editorial profit. Edition in Spanish with a prologue by Xavier Bordanova.

Complementary

Pine II, B. Joseph, & Gilmore, James H. (2019). The experience economy: Competing for customer time, attention, and money. Harvard Business Review Press.

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

RETAIL REVOLUTION-David Kepron- AIA, LEED BD + C, RDI

RETAIL 4.0: 10 Rules for the digital age- PHILIP KOTLER / GIUSEPPE STIGLIANO- Mondadori