The objective of this course is to understand the realities of retailing and the evolutions related to the new distribution and communication formats. It should enable the student to understand the various forms of strategic, horizontal and vertical interdependencies that link producers and intermediaries, as well as their strategic implications. It also emphasizes the complexity of the distributor's retailing mix decisions (choice of point of sale location, optimization of the assortment, merchandising decisions ...).
- Act in an international and multicultural context: understand the food retailing sector (producers and intermediaries), international by nature
- Work in team and take a leadership role in a team: in particular in a case study simulating a negotiation taking place between a producer and a retailer (based on real data)
- Communicate: the necessity to adopt a communication mode integrating the viewpoints of both parties in a case study simulating a negotiation situation (win-win strategy).
- Apply a scientific approach
- Participants learn to master the strategic (horizontal and vertical) interdependencies between producers and retailers, and their strategic implications.
- Students are made aware of the retailing reality and the changes linked to new retailing and communication formats.
- A special emphasis is given to the complexity of decision-making in retailing, taking into account different level of analysis (retail spot policy, assortment policy, merchandising decisions,').
The contribution of this Teaching Unit to the development and command of the skills and learning outcomes of the programme(s) can be accessed at the end of this sheet, in the section entitled “Programmes/courses offering this Teaching Unit”.
A SYSTEMIC APPROACH OF THE MARKETING CHANNELS
THE ROLE OF THE INTERMEDIARIES WITHIN THE RETAILING CHANNEL
MERCHANDISING DECISIONS (LOCATION SELECTION, ASSORTMENT OPTIMIZATION, ETC.)
- NEGOTIATION PRINCIPLES
Sessions alternate lectures on theoretical aspects, case studies, practical exercises, negotiation role play (producers / retailers), observation of field reality through team work, and discussions with professionals (producers and retailers). Students will thus have to do preliminary work before some sessions (especially preparing practical exercises and the negotiation role play).
- A written exam (60% of the final grade)
- Team work (24% of the final grade)
- Negociation role play, per team (16% of final grade)
Moodle (Student Corner)
- Case studies
- Negotiation case