Retail Innovation

Group	Teacher	Department	Language
	Lluis Martínez Ribes	Marketing	ENG

Workload distribution

The workload distribution is:

a.) 3 consecutive days in classroom (22.5 face-to-face hours)
a.1) During this week, the Face to Face sessions will be from 9:30h. to 18:00h. From Monday to Wednesday.

b.) Distance Learning (estimated 3 hours maxim per day)
b.1) Every afternoon the groups must do internal work developing their group project: estimated 1.0 - 1.5h per day
b.2) Learning individually the next day "theory? & quiz: estimated 1.0 h. - 1.5h

The course really finishes with the Group Project Presentations at the end of the face to face week (Friday from 14:30 to 18:00)

Course Learning Objectives

Upon the successful completion of this course participants will be able to:

- Understand the nature of Firms In Retailing (F.I.R.) and their sources of competitive advantage.
- To increase empathy with customers, and detect customer insights.
- Apply sound methods and neuromarketing strategy to devise innovative retail concepts, both off-line, on-line and "OnOff" ones.
- Consistently link the front-end dimension, i.e. the visible part of a given retail concept, with the back-end dimension (e.g.: procurement, operations, finance, information system, human resources management, etc).

15. Creativity and innovation
2. Application of knowledge to solve problems
12. Teamwork and collaboration

CONTENT

1. The firms in retailing: their specific characteristics and business nature.
2. The sequential process of customer-centric retail innovation.
3. Hunting for shoppers' insights and understanding customers' context.
4. Available alternatives in retail marketing strategy.
5. How to create customer preference, by using strategic neuromarketing.
6. Using philosophy, sociology, anthropology, cultures, and technologies for customer-centric retail innovation.
7. To define the core emotion and the concept of a new retail business model.
8. The creation of an holistic retail business model, including front and back-end. The m+f=! method.
9. Linking these methods with Simon Sinek's approach.
10. Introduction to visual merchandising.
11. Delivering the retail chain brand sense in the shopping experience. The retail matryoshka.
12. How to use the assortment as a communication tool, through its semantic structure.
13. Merging on-line & off-line. Understanding the key drivers of Internet retailing.
14. Beyond launching new products: Orchestrated Solutions method.

1. The firms in retailing: their specific characteristics and business nature.

2. The sequential process of customer-centric retail innovation.

3. Hunting for shoppers' insights and understanding customers' context.

4. Available alternatives in retail marketing strategy.

5. How to create customer preference, by using strategic neuromarketing.

6. Using philosophy, sociology, anthropology, cultures, and technologies for customer-centric retail innovation.

7. To define the core emotion and the concept of a new retail business model.

8. The creation of an holistic retail business model, including front and back-end. The m+f=! method.

9. Linking these methods with Simon Sinek's approach.

10. Introduction to visual merchandising.

11. Delivering the retail chain brand sense in the shopping experience. The retail matryoshka.

12. How to use the assortment as a communication tool, through its semantic structure.

13. Merging on-line & off-line. Understanding the key drivers of Internet retailing.

14. Beyond launching new products: Orchestrated Solutions method.

Methodology

This course will provide participants with the methods to manage latest generation retail marketing projects.
Therefore, the learning approach that will be used is also the latest generation one. The course will be mainly based on the Flipped Classroom methodology.

For that reason, this course will have a compact format in order to achieve a full learning immersion experience.

The face-to-face class becomes a place for learning-by-doing and experiencing marketing challenges, individually and in groups. The professor becomes a facilitator or catalyst of the learning, rather than just a simply a knowledge provider.

But to make this learning experience possible, participants must learn the "theory" and methods before the class.

Most of the content (chapters, articles, videos, etc.) will be provided before the class in the Moodle, and when the class starts all participants have already gone through it.
To make sure all participants have worked on this pre-class part, you'll have to undertake a quick quiz before each session. During the class the theory will be fine-tuned, adapted, developed and even improved if necessary.

Please notice that this is not a conventional retail innovation course: it is focused on developing competences that future managers must know in order to lead projects based on latest generation retail marketing.

Assessment criteria

There won't be any theory-based exam.

Participants will be graded based on the following elements:

a.) Active participation in classes (40%). ?Please note that active participation means more than just attending class, because learning comes also from colleagues.
a.1) This 40% is split in two: half of it (20% of the final mark) will be according to the distance learning participation (the quizzes) and the other half, to the face to face participation.

b.) Group project (60%).
b.1) A proposal of an innovative business model for a new chain in retailing.
b.2) More details will be provided at the Group project guidelines file.
b.3) There is a peer to peer evaluation at the group assignment

Only the participants who fail, must do an individual retake exam, that will correspond to the final grade.

Type:	OP	Curs:	1	Period:	S semester
ECTS Credits:	2 ECTS

Retail Innovation (CK25843)

General information

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