| Program of the course LOGISTICS and RETAIL CHANNELS
PART I. EVOLUTION of MARKETING towards a new paradigm SERVICE DOMINANT LOGIC
Subject 1. The emerging Marketing Paradigm “Service dominant Logic”.
1.4. Socio-economic and Technological context in which a new Marketing paradigm is emerging.
1.5. From traditional marketing base don a “Goods dominant Logic” towards a “Service dominant Logic”.
1.6. Evolution of the concept of retail channels according to the new marketing paradigm:
c) From dyadic exchanges -B2B; B2C- to holistic service ecos-systems
d) Holistic interactions through Digital Marketing digital and e-commerce -on-line) and off-line.
Subject 2. Digital Marketing and e-commerce
2.1. Digital interactions and value co-creation. Beyond on-line selling goods and e-commerce.
2.2. The role of Information and Communication Technology (ICT) in Service Logic (interactions between businesses and consumers, and other socio-econonomic actors.
2.3. From on-line multi-screen marketing to the Internet of Things IOTs, Big Data.
2.4. Remarkable cases of digital experiencies and interactions.
Subject 3. Retailing and Retail Forms
3.1. Competition between retail forms of basic needs and frequent purchase: traditional stores, supermarkets, hypermarkets, discount stores, department stores, specialized stores, other forms.
3.2. Evolution of consumption trends according to social changes and lifestyles.
3.3. New concepts and emerging retail forms.
3.4. Case studies: Ikea, Mercadona, Apple Stores, Inditex-Zara.
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| PART II. LOGISTICS and SUPPLY CHAIN MANAGEMENT in SERVICE ECOSISTEMS, INTERNACIONAL TRADE, WORDWIDE GEO-POLITCS
Subject 4. Logistics, Transport and Physical Distribution.
4.1. The integration of Logistics & Supply Chain Management and Shopper Marketing.
4.2. Transport, warehousing, inventory management, supply to retail stores.
4.3. International Logistics; INCOTERMS.
4.4. Types of transport: maritime, road, train, air, multimode.
Subject 5. International Trade: Logistic routes and global geo-politics
5.1. Commercial and political associations among countries by international country alliances.
5.2. The Foreign Trade of Spain.
5.3. Key maritime and river routes; land transport (rail + road), air mail.
5.4. Geographical key points: the Panama Canal, and Straits of Malacca and Gibraltar.
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| PART III. RETAIL MANAGEMENT and MARKETING STRATEGIES
Subject 6. Corporate Stategies in Retailing
6.1. Growing corporate strategies for retail companies
6.2. Diversification of retail forms
6.3. Internationalisation of retail forms
6.4. Vertical integration of manufacturing and retail activities
Subject 7. Strategies of Competition and Cooperation in Retailing
7.1. Competition and Cooperation –Coopetition- in retailing
7.2. Service interactions between manufacturers and retailers through retail brands.
Subject 8. Shopper Marketing in retail stores as spaces of service interactions
8.1. Retail in store merchandising actions
8.2. Traditional merchandising actions: lay-out, shelve placement, promotional displays, etc.
8.3. Traditional Push and Pull strategies, based on mass media actions, towards complex on-line and off line interactions.
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