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SALES AND RETAIL MANAGEMENT

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-MFM1S1-MKT-MFMCI02UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
MSc in Fashion Management1S1English
Professeur(s) responsable(s)I.GUERGANA
Intervenant(s)Guergana IVANOVA


Pré requis

The students must have been previously exposed to marketing principles. Notions of customer relationship marketing, visual merchadising, advertising and communication are welcome.
The course covers fashion store economics, so the students must not dislike figures.
Common sense, curiosity and good observation skills are required.

Objectifs du cours

Understand retail dynamics in fashion industry and easily manipulate retail concepts
- Develop a comprehensive retail strategy for a fashion store :
- define the best adapted distribution model
- set long term and short term objectives for profit, sales, image ..
- devise and implement a consistent strategy combining store location and design, product assortment, merchandising, pricing ...)
- build store organisation and efficiently manage the teams (sales and backoffice teams)
- follow and evaluate performance on regular basis / take correctives measures if needed
- Be aware of career opportunities in retail and be able to seize them

Contenu du cours

I. Introduction to Retailing
Historical Overview
Distribution Models
Multi-channel Retailing

II. The Fashion Store
(fashion store location, fashion store design, product assortment, pricing, finance and operations management, merchandising)

III. The Fashion Customer
(customer in-store behavior, communicating with customer and building long term relationship via retail experience)

IV. Sales and Sales Force Management

V. Conclusion
Future Perspectives of Retailing
Careers in Retail


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Reference manual 's readings10,00  
External teaching source
Visits5,00   Mystery Shopper Visits
Guided tour of Chanel Flagship Store
Independent study
Group Project19,00   Includes the work required to prepare the case study (group work)
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Visits/fields trips
  • Interactive class


Évaluation

The course is meant to be interactive and field-oriented. Participation is important ("Fashion Gossip" => each week a student briefly presents a piece of news from the fashion world such as opening of a store, new comer on the market etc). The case study is based on a mystery shopper visit of a flagship store and is to be prepared and presented in groups.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Participation16,00150,00
Others
Group Project19,00150,00
TOTAL     100,00

Bibliographie

  • Luxury Retail Management, Michel Chevalier and Michel Gutsatz -

  • Why We Buy, Paco Underhill -

  • Retail Management: a Strategic Approach, Barry Berman and Joel R. Evens -

  • Au bonheur des dames, Emile Zola, 1883 -




 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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