Retail Brand and Customer Experience Management

Program of study ed. 2022/2023

Module 1 — Brand Experience & Customer Behavior

• Brand Management
• Brand experience in retail
• Consumer Behavior

Module 2 — Retail & Sales Management

• Retail Management and logistics
• Trade Marketing and purchasing function
• Management of distribution networks and personal selling processes
• Economic management of stores and retail chains

Module 3 — In-store Experience Management

• Retail mix and Category Management
• In-store sales experience
• Behavioral branding
• Store check & auditing (mystery shopping)

Module 4 — Customer Experience Design & Touchpoint Management

• Retail innovation and Omnichannel Management
• Service design, sustainability and integration of touchpoints
• Visual merchandising & retail visual identity

Module 5 — Data & Digital Management

• Digital management and e-commerce
• KPI performance indicator for retail
• Systems for sales data
• CRM for fashion retail

Module 6 — Human Resources Management & Soft Skills

• Organization of the store’s staff and sales force
• Soft skills laboratory
• Personal branding & CV rules

Aiming to provide the most comprehensive overview of the different application areas of retail, the Master in “Retail Brand & Customer Experience Management” offers a transversal study of different sectors, with a particular focus on:

• Luxury / Fashion in English (15% of the course);
• Fast moving consumer goods (e.g. beauty, accessories, etc.);
• Durable goods and services;
• GDO and Food.

The study program includes on-site activities such as visits to retail stores in Milan and in a European capital, company visits and store visits with direct testimonies from boutique managers and employees, useful to understand the customer experience in different sales channels.

Important note: 85% of the program’s courses are taught in Italian. Therefore, Italian language skills are mandatory.