TecnoCampus Foundation
eCampus
University Business
eCampus

What are you looking for?

General information

Subject type: Optional

Coordinator: Monica Juliana Oviedo León

Trimester: Third term

Credits: 4

Teaching staff: 

Ester Hidalgo Pastor

Teaching languages

  • 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

C

Harmonize a commercial space to generate memories for the buyer, to turn them into prescribers.

Learning outcomes

 

  • Get an overview of Retail;
  • Understand the shopping experience and the role of the store as a point of contact
  • 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.

Directed learning

MD7. Case study

Autonomous learning

MD9. Solving exercises and problems

MD10. Search and read articles

 The classroom (physical or virtual) is a safe space, free of sexist, racist, homophobic, transphobic and discriminatory attitudes, either towards students or teachers. We trust that together we can create a safe space where we can make mistakes and learn without having to suffer the prejudices of others.

Contents

CONTENTS

1-INTRODUCTION TO RETAIL MARKETING

2-TRENDS

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. TECHNOLOGY APPLIED TO THE POINT OF SALE

Learning activities

AF1. Theoretical sessions

AF3. Teamwork

AF4. Individual work

AF7. Face-to-face tutorials

Evaluation system

Continuous evaluation 80%

SE1. Participation in cases, debates and exercises proposed by the teacher - 20%

SE2. Individual exercises proposed by the teacher: 50%

-Assistance and participation in Retail-Safaris-

-Final work: Innovation of a retail concept, starting from an existing concept. Definition of the retail strategy- Target / Positioning / Purchasing process- and new purchasing experience- 50% (30% group assessment + 10% Individual contribution).

This work will be partially developed in class during the sessions.

SE3.Exhibition of the final work - 10%

Final exam - 20%

SE4. Individual exam 1 / Open questions - 20% The subject is face-to-face and must be followed from the beginning of the course. Since this is a continuous assessment, attendance is mandatory and necessary to pass, as well as the delivery of the exercises proposed by the teacher within the established deadlines.

Exercises delivered out of time 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 the accumulated mark of the continuous assessment.

REFERENCES

Basic

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

 

Complementary

B. Joseph Pine II and James H. Gilmore. (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