21872 - INTERNATIONAL MARKETING

Conoscenze e abilità da conseguire

By the end of this course students are able to: - analyze international consumer good and business markets; - demonstrate competence and understanding of all dimensions of the environment, changes in marketing systems and the adoption of marketing philosophies and practices in different countries; - develop entry strategies and management of steady state markets at the international level; - design and execute research to measure and analyze both consumer’s and businesses preferences and decision making process; - develop team-working abilities to conduct, present and discuss research results.

Contenuti

This course offers a comprehensive overview of key trends shaping the modern retail industry. In the first term, the focus will be on innovations in retail formats, exploring how new concepts and business models are transforming consumer experiences. The second term will shift attention to major technological advancements driving change across the sector, highlighting innovations that are poised to define the future of retail.

Structure of the course:

1 Course Overview - General Principles of Retailing

2 Trends in Retail Formats

3 Retailing and Product Assortment Management

4 Trends in Product Assortment Management

5 Field Observation (I): Class Discussion

6 Retail Local and Global Market Strategy

7 Trends in Retail Pricing & Promotions

8 Retail Location

9 Managing a Sales Force Module Wrap-Up

10 Team-work Class Presentation and Discussion

11 E-commerce and online reputation

12 Social Media Marketing and Online Analytics

13 Store Layout and Design

14 In-store technologies

15 Field Observation (II): Class Discussion

16 Retail automation: from vending machines to AI

17 Technological innovations in retail

18 Toward an omnichannel retailing

19 Course Wrap-up

20 Team-work Class Presentation and Discussion

Testi/Bibliografia

The required reading packet for this course is available at Copisteria Asterisco (Via Belle Arti 31/B, near the Bigiavi Library and just around the corner from Piazza Scaravilli). This arrangement ensures full compliance with current copyright regulations.

To purchase the packet, simply visit Copisteria Asterisco and request the Reading Packet for the Innovative Retailing course by Professor Gabriele Pizzi.

Please note that the cost may be slightly higher than standard photocopies, as the materials are protected by copyright. This approach reflects a commitment to the legal and ethical distribution of course content.

Metodi didattici

The main instructional approaches used in the course are:

- Lectures

- Group Work

Participation of Exchange Students:

A maximum of 30 exchange students (Erasmus, Overseas, etc.) is accepted. FIRST COME, FIRST SERVED logic will be used for incoming students.

 

Modalità di verifica e valutazione dell'apprendimento

Though not compulsory, class attendance and participation in team-work assignments is strongly encouraged.

Course evaluation will be different depending on the non-compulsory participation in team-work assignment, as detailed in the following:

Students participating in team-work assignments:

Component Weight (%)

Midterm Exam

Final Exam 50

Group Project 50

Class Participation

Individual Assignments

Other: __________________

Students who do not participate in team-work assignments:

Component Weight (%)

Midterm Exam

Final Exam 100

Group Project

Class Participation

Individual Assignments

Other: __________________

- Midterm/final structure:

The midterm and the final exams consist of a set of open-ended questions (around 5-6 questions per exam) focusing on concrete examples (e.g. excerpts from press articles, videos from YouTube, etc.) which students are asked to interpret in the light of the theory studied during the course.

- Exam policy: Students can attend a mid-term exam (not compulsory) during the break at the end of the first sub-cycle, and then the second mid-term exam at the end of the course. The grades of the two mid-term exams will be averaged to compute the “final written exam” grade.

Those who positively pass the first mid-term exam (i.e. grade greater or equal to 18), have the chance to take the second mid-term exam either in the January or February session. The second mid-term can be taken only once. Therefore, if a student does not pass the second mid-term exam (or opts for a re-take), s/he can attend only total exams from that moment on.

The final score is articulated as follows:

• <18 insufficient

• 18-23 sufficient

• 24-27 good

• 28-30 very good

• 30 with honors excellent

Strumenti a supporto della didattica

Tools, platforms, or resources used during the course:

- Learning platform: Virtuale (virtuale.unibo.it) contains the slides and the team-work assignments

- Presentation software: PowerPoint

- Communication tools: Email; Teams; Forum on Virtuale

- Other digital tools/software: VeVox platform to perform live polls in class

Orario di ricevimento

Consulta il sito web di Gabriele Pizzi