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Cre
ativ
e Com
RETAIL MARKETING
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Lic
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Com
part
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Instructor :
Dr. Mayo De Juan Vigaray
y Es
ta o
bra
se C
omer
cial
–C y g y
Student Guide
e Ju
an V
igar
ayci
mie
nto
–N
o Student Guide
May
o D
eRec
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Retail MarketingCONTENTSGeneral information about the instructor1. General information about the instructor
2.
3
Course description and objectives
3.
4.
Learning methods
Areas of study
5.
6.
Indicative reading
Assesment
7.
8
Assignment 1: presentation
Assignment 2: written report
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8.
9.
Assignment 2: written report
Information needed for assignment 1 & 2
ayo
De
Juan
Vig
10.
11.
Forms for the assignment 1 & 2
Assignment 3: participation in class & mini cases
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Retail Marketing
GENERAL INFORMATION ABOUT THE 1. GENERAL INFORMATION ABOUT THE INSTRUCTOR
Office Hours by appointment before of after class or by e-maily
Phone/fax 965 90 36 21; 965 90 34 00 (3167)
e-mail mayo@ua.es
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# 9 Marketing DepartmentOffice
ayo
De
Juan
Vig # 9. Marketing Department.
Business Faculty. (Next to the Economic library). University of Alicante
Office
Ma University of Alicante
Retail Marketing
2. COURSE DESCRIPTION AND OBJECTIVES
Initial part
merchandising philosophyretail store image atmospherics and visual merchandising“ t il t i t” d Lif t l h di i
MERCHANDISING“retail-tainment” and Lifestyle merchandising
promotional process ti l th d RETAIL SALES
Second half promotional methods promotion objectivessales promotion tools
RETAIL SALES PROMOTION
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On completion
understand and apply promotion and merchandising theory to retail stores.
use promotional tools effectively when analysing consumer and retail markets.
ayo
De
Juan
Vig
pof this unit you will be
able to:
produce an appropriate, effective and co-ordinated promotional and merchandising plan.
employ suitable techniques to evaluate all aspects of the promotional mix.
communicate effectively
Ma communicate effectively
produce reports and presentations of an appropriate graduate standard.
Retail Marketing
3. LEARNING METHODS
1. Conceptual framework by the instructor
2. Student centred activities
Group work 3 Case study analysis:
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Group work 3. y ywritten project & presentation in class
ayo
De
Juan
Vig 4. Mini-cases will be submitted by students
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Retail Marketing
4. AREAS OF STUDY
Store designStorefront or exteriorInterior design
Visual Store name and logoVisual Communications
g
Range of interior signage: buying experience
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y Retailer´s
Promotion mix
Advertising
Sales promotionsP bli l ti
ayo
De
Juan
Vig Promotion mix Public relations
Personal selling
Ma
Retail Marketing
5. INDICATIVE READING
Dunne, P. Lusch, R. and Griffith, D.A. (2002) 4th edition “Retailing”Publisher: South-Western Thomson Learning
Le H and Weit B (1995) 2nd edition “Retailing Management”Levy, H. and Weitz, B. (1995) 2nd edition “Retailing Management”,Publisher: Irwin, Chicago.
Levy, H. and Weitz, B. (2001) 4th edition “Retailing Management”,P bli h I i B tPublisher: Irwin, Boston.
Masson, J.E and Wellhof, A. (1997) “Merchandising, rentabilidad ygestión del punto de venta” Ed. Deusto.
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Mounton, D., (2000) “Merchandising estratégico” Publisher: Gestion2000
Palomares R (2001) “Merchandising: Cómo Vender más en
ayo
De
Juan
Vig Palomares, R. (2001), Merchandising: Cómo Vender más en
Establecimientos Comerciales” Ediciones Gestión 2000, Barcelona.
Salen, H. (1994) “Los secretos del merchandising activo” Diaz deSantos.
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Valencia, V. “Escaparatismo e imagen comercial exterior” ESIC 2000
Retail Marketing
6. ASSESMENT
Assignment 1: Store presentation in class (in group) 30%Store presentation in class (in group)
Assignment 2: Store report (in group) 40%
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Juan
Vig
Assignment 3: Participation in class and individual cases 30%
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Retail Marketing
7. ASSIGNMENT 1: PRESENTATION (I)
1. An oral presentation to your lecturer & classmates.
2. One side of word-processed notes for your presentation (OUTLINE) is necessary to be handed in on the PREVIOUS SESION (discussed in class) of your presentation. ( ) y p
3. A session time will be student led (presentations) = Depending on the number of the students in class
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p g
4. Students will be organized in groups of 4 or 5. The name of the group will be in accordance with the store chosen.
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De
Juan
Vig g p
5. Each presentation should last between 20-25 minutes.
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Retail Marketing
7. ASSIGNMENT 1: PRESENTATION (II)
6. Using visuals and overheads or Power Point
7. There will be time available for questions from the rest of the group.
8. Students should sign up for their chosen store on the appropriate list in the first week of the course.
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pp op s s o ou s
9. Presentations order will be randomly assigned.
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De
Juan
Vig
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Retail Marketing
7. ASSIGNMENT 1: PRESENTATION (III)
10. The content of the presentation should include:
INTRODUCTION ABOUT THE TYPE OF STORE CHOSEN1st
MERCHANDISING OF THE STORE CHOSEN2nd
i. Retail image of the store chosenii. Design of the store chosenes g o t e sto e c oseiii. Physical environment (exterior, general
interior, store layout, interior displays)iv. Customer service of the store chosen
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y PROMOTIONAL STRATEGIES USED IN THE STORE 3rd
Include visuals; photos; brouchures; location maps, etc ….
Include visuals; photos; brouchures; location maps, etc ….
ayo
De
Juan
Vig
SWOT analysis based on your observations.CONCLUSION(S)
4th
Include visuals; photos; brouchures; location maps, etc ….
Ma CONCLUSION(S)
RECOMMENDATION(S)
Retail Marketing
7. ASSIGNMENT 1: PRESENTATION (IV)
Feel free to involve the audience so as to make your presentation more interesting. i.e. displays, presentation more interesting. i.e. displays, clothing, smell, music and so on.
Presentation will be submitted in a CD or USB along with the report.
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N.B: In accordance with this outline failure to produce a presentation will result in no mark being
d d f thi i t St d t h d t
ayo
De
Juan
Vig awarded for this assignment. Students who do not hand in their notes on the previous class of their presentation will lose 20% of their mark.
Ma
Retail Marketing
8. ASSIGNMENT 2: WRITTEN REPORT (I)
1. A group written report to your lecturer.
2. 7.000-8.500 words plus appendix (scan photos, brochures …)
3 The content of the written report should include:3. The content of the written report should include:
INTRODUCTION ABOUT THE TYPE OF STORE CHOSEN1st
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MERCHANDISING OF THE STORE CHOSEN2nd
i. Retail image of the store chosenii. Design of the store choseniii Physical environment (exterior general
ayo
De
Juan
Vig iii. Physical environment (exterior, general
interior, store layout, interior displays)iv. Customer service of the store chosen
Include visuals; photos; brouchures; location maps, etc ….
Ma Include visuals; photos; brouchures; location maps, etc ….
Retail Marketing
8. ASSIGNMENT 2: WRITTEN REPORT (II)
PROMOTIONAL STRATEGIES USED IN THE STORE 3rd
4 h
Include visuals; photos; brouchures; location maps, etc ….
SWOT analysis based on your observations.CONCLUSION(S) & RECOMMENDATION(S)
4th
h
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5th REFERENCES
6th APPENDIX - ACKNOWLEDGEMENTS
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De
Juan
Vig
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Retail Marketing
8. ASSIGNMENT 2: WRITTEN REPORT (III)
References should be cited as following:
Books: Author publication date Title Edition Country Books: Author, publication date, Title, Edition, Country.
Journal articles: Autor, Title, Journal, issue or number, volume, pages, publication date.
Electronic references: Website/author <access to web site> [access date, month, year]
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Project will be submitted in paper format, as well CD di k tt l ith th CD/di k tt ith
ayo
De
Juan
Vig as CD or diskette, along with the CD/diskette with the presentation.
Ma
Retail Marketing
INFORMATION NEEDED FOR 9.
INFORMATION NEEDED FOR ASSIGNMENT 1 & 2 (I)
First Every group will decide in advance (and inform the lecturer during the first week of class) on a product g pcategory and a specific type of retailer for which they will go shopping (“secret shopping”, not necessary to buy) with their partners.
PRODUCT CATEGORYFor example… TYPE OF STORE Specific Store
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….. …. ….
….. …. ….
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Juan
Vig
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Retail Marketing
INFORMATION NEEDED FOR 9.
INFORMATION NEEDED FOR ASSIGNMENT 1 & 2 (II)
Second The second part of the assignment entails a strategic communication plan for the store chosen. You will focus on “Merchandise Analysis” and “Sales Promotions”.
Third For the third part you will answer this question:
1. Is the image of the store in accordance with their
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gpromotional plans & advertising messages & merchandising.
2. Do you recommend any actions to improve the
ayo
De
Juan
Vig
y y pactual situation?
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Retail Marketing
INFORMATION NEEDED FOR 9.
INFORMATION NEEDED FOR ASSIGNMENT 1 & 2 (III)
It is important that you spend enough time in the It is important that you spend enough time in the store to get the “feel of it” and capture the communications signs.
As an extra task:
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As an extra task:
It will possible to compare the store chosen in Spain, with the same store if it is located in your country, or
ayo
De
Juan
Vig another store with similar characteristics.
Ma
Retail Marketing
10. FORMS FOR THE ASSIGNMENT 1 & 2
STORE CHOSEN
MERCHANDISING ANALYSIS
Merchandising QuestionsAtmospherics Evaluation GuideANALYSIS Atmospherics Evaluation Guide
ExteriorGeneral interiorStore layout
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Store layoutInteriorCustomer service
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De
Juan
Vig
PROMOTION
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Retail MarketingFORMS FOR THE ASSIGNMENT 1 & 2
STORE CHOSEN
STORE CHOSEN
O O
STORE CHOSENName of store. ie. Carrefour
Type of store: description ………..of the characteristics ………..
Location (Shopping centre, street, isolated) ………..
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ayo
De
Juan
Vig
Ma
Retail MarketingFORMS FOR THE ASSIGNMENT 1 & 2
MERCHANDISING ANALYSIS
MERCHANDISE ANALYSIS
Product category………..
Subcategories
……….. ……….. ………..
Brands/ Manufacturers……….. ……….. ………..
Price Range (Lowest Highest)
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Price Range (Lowest – Highest)
……….. ……….. ………..
Average Price
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Vig g
……….. ……….. ………..
Depth/Assortment (styles, colours, features)
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……….. ……….. ………..
Retail MarketingFORMS FOR THE ASSIGNMENT 1 & 2
ATMOSPHERICS EVALUATION
GUIDE
Instructions:
Make the following observations about the store gcommunications tools concerning atmospherics in general, and, where appropriate, for the department where the product category selected is found.
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y Make sure to write down your observations
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De
Juan
Vig
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Retail MarketingFORMS FOR THE ASSIGNMENT 1 & 2
10.MERCHANDISING ANALYSIS
1 D it fl t th t 8 A fi t d f
You should answer questions as the following ones.
Do not only use a “yes”/“no” answer, but justify your opinion in the report.
1. Does it reflect the store purpose?
8. Are fixtures grouped for adjacent coordination?
2. Is it well maintained? 9. Is the merchandise display appropriately lit?appropriately lit?
3. Is signing appropriate? 10. Is it of the right size for the assortment presented?
4. Do they windows/visual displays tell a clear story?
11. Are the product categories clearly identified?
12 Are there good signs
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5. Is the merchandise current?12. Are there good signs
indicating the merchandise category location?
ayo
De
Juan
Vig 6. Is the space well kept and
imaginative? 13. Is the area “easy to shop”?
7 Is the space appropriately lit? 14 Is the light level good?Ma 7. Is the space appropriately lit? 14. Is the light level good?
Retail MarketingFORMS FOR THE ASSIGNMENT 1 & 2
10.MERCHANDISING ANALYSIS
21 Wh t did lik b t b t 15. Is the color appropriate? 21. What did you like best about this store?
16. Is the music appropriate for 22 Wh t did lik l t?pp pthe merchandise? 22. What did you like least?
17. Is the music at a comfortable sound level? 23. Did a sales associate greet sound level? g
you?
18. What is the length of wait when checking out? 24. Were you offered assistance?
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when checking out?
19. What is the level of customer service?
25. If you asked for help, how long before you received assistance?
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De
Juan
Vig assistance?
20. Is the location convenient for shoppers?
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Retail Marketing
ASSIGNMENT 3: PARTICIPATION IN CLASS 11.
ASSIGNMENT 3: PARTICIPATION IN CLASS & MINI CASES
Participation in class and individual cases will be solved inclass. Instructor can decide “homework” for next session tohand it in.
Students are encouraged to participate in class, interactingwith the lecturer and when their classmates present.
PLEASE NOTEEXTENSIONS WILL BE GRANTED IN ACCORDANCE WITH THE
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EXTENSIONS WILL BE GRANTED IN ACCORDANCE WITH THELECTURER GUIDELINES. NON-ATTENDANCE AT A STUDENT´SOWN PRESENTATION WILL RESULT IN A FAILURE OF THATASSIGNMENT.
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Vig
STUDENTS WHO DO NOT HAND IN THEIR NOTES ON THEWEEK BEFORE THEIR PRESENTATION WILL LOSE 20% OFTHEIR MARK.
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