Corso di studio in Management dell'Informazione e della Comunicazione Aziendale

International Retail and Distribution

International Retail and Distribution

Anno accademico 2013/2014

Sommario insegnamento

• Obiettivi formativi
• Programma
• Strumenti didattici

Obiettivi formativi

Based on today working experience, I would like to focus the course on a few selected topics.
Among others I would like to concentrate my attention on 4 main aspects of international retail system:
1. distribution
2. pricing
3. value added services
4. m-government

Programma

Distribution. While the global approach to market helps to find standardized distribution solutions, each industry needs to know local distribution system. Distribution here is not intended as physical shipping of products and services but as all commercial efforts needed to offer to middlemen what is required for end users. The value added chain approach including margins offered to retailers and related services required, will help better understand how similar products/services will follow different route to specific markets.
Several examples will come from White, Brown, IT and TELCO consumer goods. Tangible products will be differentiate from un-tangible one, such as pure service (i.e. airtime for Telco).

Pricing. Pricing methodology follows a different route. Similarly to sales distribution,
students should evaluate how HW is designed in North America, developed in the Far
East, sold to internal customer; while SW is designed in Europe, developed in Asia and sold throughout the world. The above example is coming from Telco industry, where the combination of HS and SW is required for service provider middlemen: the operator. How to price at the appropriate level each component of the supply chain? Here again several examples from consumer goods will help understand all price implications required.

Value added services. In the past mobile devices used to be voice offer only tools. Nowadays new services are offered by OPCos, commonly defined as VAS. Voice only services cover a limited part of TELCO industry, while new opportunities are offered including: video streaming, push services, info-communication, TV access, gaming, m-payment, and many others. How retail and distributions are affected? What is the role of all players including OPCos? Can you use your mobile device to buy a round trip ticket to the USA while in Finland, charging you French bank account? Can you do it on behalf of your best friend, giving it as a special X’mas gift? How many players are involved in such mobile transaction over the virtual borders? Usability and related pricing structure need to be understood.

M - government. New virtual distribution channels offer new opportunities for both
enterprises, public administration and citizens. Mobile devices and new payment methods offer additional opportunities to make “our life easier” in everyday activities. How devices, technology and value added services will coexist? What are the real opportunities for all players?

After 6 days participants must be able to understand the level of complexity generated in a multinational environment where end user’s customs and habits have to match commercial entity requirements.

By the end of the course, you should be more confident to tackle strategic marketing
problems and be familiar with tools and techniques used in a complex and ever changing context. You will also be able to highlight in a proper way how retail and distributions belong to international marketing studies at both strategic and tactic level.
In addition to that, by the end of the course, students should be able to identify and explain the important concepts of international marketing related to commercial distribution, and then apply them in practical situations.

• Materiale didattico
• Bacheca appelli
• Vai a Moodle
• Visita i forum