TRADE AND SALES MANAGEMENT

Knowledge and understanding

The trade and sales management course aims to provide students with specific skills, both theoretical and operational, on the planning and strategic management of business relationships, retail activities, and the construction and management of sales networks. These issues are particularly relevant in a dynamic context characterized by the increasing digitalization of commercial activities and the change in purchasing and consumption behaviors. Sales management therefore deserves an analysis not only with reference to the point of sale (physical or digital), but also with regard to commercial relations along the supply chain.

Applying knowledge and understanding

The course of Trade and sales management aims to develop students’ ability to master and appropriately use the concepts, operational tools and methodology learned in the classroom, to critically evaluate and address the problems related to sales planning, management of commercial relations, management and organization of sales networks and of sales activity in store, through commercial policies and sales techniques effective in enhancing products and sales spaces. Classroom testimonials from managers and industry experts, as well as reading case studies will help increase students' ability to apply the knowledge gained during lessons.

Making judgement

Students will be able to independently evaluate and critically address the issues and implications related to the management of a retail store, the design and implementation of sales programs and the creation and management of commercial networks and sales personnel. They will also be able to evaluate the critical aspects in the management of retail outlets and in trade marketing relationships, and make decisions in relation to the aspects highlighted above, in order to pursue the success of the company.

Communication skills

Students will be able to appropriately use technical language and to transfer to others, orally or in writing, concepts, ideas and evaluations related to trade and sales management issues. This ability is also stimulated by the interaction that takes place in the classroom through the critical debate on the topics addressed, the presentation of reports in written form, thematic insights, and project works.

Learning skills

At the end of the cycle of lessons, students will have learned knowledge and gained a critical evaluation capacity that will allow them to update and increase their skills in the field of trade and sales management independently. They will also have gained the ability to critically address the reading and understanding of both scientific articles and reports, and of corporate strategic choices related to the planning of sales activities and the management of networks and commercial relations. This learning ability will be stimulated, during the cycle of lessons, through an active and participatory involvement of students, who will be asked to present and discuss case studies and project work carried out in small working groups, as well as by interaction and comparison with experts (such as marketing managers, sales managers, retailers and company trainers) who will intervene in the classroom.

The organization of the course provides for an active participation of the students and a constant interaction between them and with the teacher. The course is structured through lectures on the topics included in the program and is enriched by testimonies in the classroom by professionals and entrepreneurs.

Thematic in-depth activities and exercises are also planned through the analysis and discussion of case studies in the classroom. Attending students are also asked to elaborate and present group project works in the classroom, which will be considered by the teacher in the overall assessment of learning.

If the teaching is given in mixed mode or o, the necessary variations may be introduced with respect to what was previously declared, in order to comply with the program provided for and reported in the Syllabus. 

The Trade and Sales Management course deals with the issues of commercial enterprise management, trade marketing, sales planning, creation and management of sales networks, as well as the sales force in the store.

In the first part, the course deals with the theme of retailing, examining the evolutionary trends of commercial distribution and innovative formats, commercial strategies and options related to the organization of sales (e.g. sales in physical vs. digital stores; sales through single-channel, multi-channel and omnichannel). The management of retail sales in stores also involves the analysis of other issues of strategic importance, such as: the choice of the location of the store; the management of internal exhibition spaces, store design and visual merchandising; in-store communication and in-store marketing activities to achieve sales targets; the definition of pricing policies; the management and organization of sales personnel. The relevance of shopping experience and customer relationship management activities to manage and nurture the relationship with the customer over time will also be considered.

Next, the course addresses the role and organization of the sales function. In particular, the issue of sales force management is addressed, with specific reference to the selection and training processes, as well as the dynamics related to the remuneration and incentive of sales staff and leadership to lead teams to success. Sales techniques, sales plans and sales staff performance will also be examined. Particular attention will also be paid to the design and sizing of commercial action on the territory, through the construction and management of sales networks to capture value on the markets.

Finally, the topic of commercial relations with distribution will be addressed, examining elements of trade marketing such as sell-in and sell-out policies, monitoring and control; the dynamics of relationship and negotiation between producers and distributors, the design and management of the Customer/ Channel portfolio.

      - Ennis S., Risso M., Sansone M., Scafarto F., (2021), Retail marketing, Mc Graw-Hill Education (Italy), Milano, Chapters: 1, 2, 5, 6, 7, 8, 9 10, 13.

-     -  Sisti M.A., Guenzi P., Caiozzo P. (2020), Gestire le vendite. L'eccellenza nel sales management, Egea, Milano.

-          Supplementary teaching materials:

1. Fornari D., Grandi S., Fornari E. (2019). Retailvision. Egea, Milano, chapter 3 “L’e-commerce e l’omnicanalità”, pp. 77-122

2. Fornari D., Grandi S., Fornari E. (2019). Retailvision. Egea, Milano, chapter 2 “Lo shopper 4.0”, pp.47-76

3. Castaldo S. (2010), Go to market, chapter 7, pp.  207-222

4. Slides, case studies, other readings proposed by the teacher during lessons

N.B. The supplementary teaching material is an integral part of the program and is available at the Department's library

In the ordinary exam sessions, the exam takes place through a written test, consisting of a short paper on one of the topics of the program, and a subsequent oral interview, which is accessed by students who have sufficiently completed the first test. The final evaluation expressed in thirtieths will be carried out on the basis of the following criteria: knowledge of the topics of the program, appropriateness of the technical language, relevance of the answers with respect to the questions formulated, ability to connect between the topic discussed and other issues related to the program, logical ability to argue the assigned theme, ability to contextualize the theme with practical examples.

For students who have assiduously and actively attended the course, participating in the activities proposed by the teacher, the final assessment of learning will be carried out by evaluating the group project work that students are called to carry out during the course (35% of the final grade) and the result of an individual written test (65% of the final grade), based on the program and consisting of multiple choice and / or open questions. To pass the final exam it is necessary to report the sufficiency both in the project work and in the written test.

§  Trade marketing: approaches and levers

§  Retail pricing strategies

§  Management of sales spaces

§  Store layout

§  In-store communication and shopping experience

§  Sales performance

§  Private label strategy

§  Sizing and organization of the sales network

§  Selection and encouragement of sales personnel

§  Profile and roles of the Key account manage