RETAIL AND SERVICE EXPERIENCE MARKETING

This course provides advanced knowledge and analytical resources that will enable students to understand the retail industry and the various aspects regarding the definition of the retailing strategy, merchandise management, human resources and store management, and customer service experience.

BA in management or related fields

Knowledge and understanding: Students will: 1) earn a thorough understanding of the managerial problems that retailers are facing nowadays and 2) learn theories and methods to solve these problems and best support decision making. Applying knowledge and understanding: The students will be able to: 1) apply knowledge from retail and customer service experience to marketing strategy; 2) understand the impact of retailing strategies and decisions on consumers and stakeholders; and 3) analyze how new trends and technologies shape, constrain, and enable retailing. Making judgements: Students will be able to use the skills and knowledge acquired in this course to support marketing decision making. Furthermore, students are expected to learn how to: 1) discuss and evaluate key issues in retailing; 2) access specialized and reliable resources to support their analysis and decision-making process and 3) work in team to provide solutions on controversial issues. Communications skills: Through projects to be presented in class this course will give the students the opportunity to share and communicate their ideas, proposals, analysis and critical thinking in the field of retailing and customer service experience in the most effective and appropriate way. Learning skills: This course will provide students with the tools they need to understand the retail industry and service experience marketing. Analytical and creative thinking are required to analyze trends and controversies in this field. Students will learn how to provide solutions which support the marketing decision making process.

The course covers key topics in retailing focusing on how the retail industry has transformed and evolved over the past years. Key topics are: (1) Introduction to the world of retailing and types of retailers (2) Multichannel and omnichannel retailing (3) Retailing Strategy (financing, location, etc.) (4) Merchandise management (5) Store management (6) Emerging trends (Sustainability, technology, Customer experience)

Michael Levy, Barton A. Weitz, Dhruv Grewal (2023) Retailing Management ISE (11th Edition); McGraw Hill ISBN10: 1264157444 | ISBN13: 9781264157440 Course slides Academic papers provided by the teacher

Frontal Lectures Guest speakers Discussion and/or flipped classroom on cases and papers on relevant empirical issues Random Instant tests (not evaluated) Active participation in class is mandatory.

For attending students, the final evaluation will be based on: - Group Project: 40% - Case studies: 20% - Flipped classroom on real cases: 15% - Final Individual Exam: 20% The evaluation of teamworks will be complemented by a peer review to identify freeriders and adjust their grades accordingly. For non-attending students, the final evaluation will be based on: Final Exam: 100%

Research proposal