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OBJECTIVES1. For students to understand that merchandising is, ultimately, an instrument of communication that plays a role in the final step of the buying decision process. 2. To understand how the consumer makes the final buying decision according to the type of product and outlet. 3. To understand the principal tools of merchandisingand how they are applied to different types of outlets.
COURSE DESCRIPTIONThe consumer and the final buying decision process, from the planned buy to the impulse buy. Commercial outlets. The physical and environmental space. The location of the outlet and elements of presentation and sale. Personal selling. Self-service shopping. Product presentation and layout. The store check. Elements of communication at the point of sale. Functionality, design and limitations. The outlet and brand relationship.
BIBLIOGRAPHYUNDERHILL, F.: ¿Por qué compramos? Gestión_2000, 2002.
METHODOLOGYThe methodology will be practical-based because of the nature of the subject, including visits to commercial outlets and identification of different merchandising tools.EVALUATION: Class exercises and final exam.
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