Insegnamento a.a. 2025-2026

The course is divided into three parts. In the introductory part, the key elements of a distribution channel (such as protagonists and flows) as well as its main economic functions are described. The retailers’ key management practices and their offer development process are discussed. The second part focuses on channel management, pointing out the main choices regarding: channel design, multichannel management and trade marketing. The third part analyzes the historical evolution of distribution channels and its stages, by adopting an international perspective, and provides insights on emerging trends. These include current innovations in retailing, in particular e-tailing and retail branding. In short, the topics discussed during the course include: The definition of distribution channels and the economic functions developed by its protagonists. Flows, utilities and services produced by the distribution channels. Structure of the retail sector and its evolution. Distribution formats. Types of goods, shopping processes and commercial services. Competitive strategies and retail marketing. Channel design. New foundations of channel management: multichannel distribution and trade marketing. Retail and distribution channels analyzed from a historical perspective: the Italian distribution system in the 20th century. Innovation in retailing. Strategies related to retail brand development.

• Understand the structure and evolutionary dynamics of the retail sector and distribution channels.
• Evaluate the relevance of the utilities created by distribution channels and commercial companies for end customers.
• Select the essential aspects for the management of distribution channels and manufacturer-distribution relationships.
• Seize the new innovative frontiers in the retail businesses and the changes brought about by technologies and digital channels.

• Carry out an analysis of the commercial sector and the needs of intermediate customers.
• Measure the utilities created by distribution channels and retail companies for shoppers.
• Draw a plan for the management of channels and industry-distribution relationships.
• Develop a retail innovation project to seize the opportunities linked to the development of digital channels.

• Guest speaker's talks (in class or in distance)
• Practical Exercises
• Collaborative Works / Assignments
• Competitions/Hackathons

• Guest speakers in class by managers and entrepreneurs in the retail and industrial sectors on the topics of distribution channel management. These talks allow students to understand the main trends in the retail sector and how to understand the needs of end and intermediate customers.
• Exercises in the databases available at the Bocconi Library used for analyzing distribution channels and important for completing the field project. These exercises allow students to effectively complete the most important analyses of the retail sector and distribution channels and are useful for laying out a plan to develop an innovative concept (described in the point below).
• Analysis of several guided incidents on channel management and management of retailers, that allow students to apply the concepts and models shared during the face-to-face lectures.
• A group assignment that consists of creating an innovative project for a new retail concept. Selected projects will participate in the international competition Think Tank promoted by GDO Week (https://www.gdoweek.it/thinktank), which involve journalists, experts and managers in the retail sector. This assignment is useful for applying the most important management and analytical knowledge developed during the course.

Assessment methods are based on two elements:

1. Field project: 40%
2. Final exam: 60%

1. The field project consists of developing an innovative project to carry out a concept at the distribution level. The project must involve several areas of innovation. These areas are presented in detail at the launch of the competition along with the assessment criteria. The best projects completed within the course are able to access the international competition. These are then assessed by a panel of distribution managers and experts, who select a winner for each of five innovation categories. These projects are used to verify the ability of students to apply the knowledge developed during the course and assess the ability to complete the retail innovation project and how to present it effectively. At their discretion, individual groups may request to integrate the faculty assessment with a peer evaluation (optional).
2. The exam is held in written form. It is made up of open-ended and multiple-choice questions referring to the concepts, models and cases discussed in class. The open-ended and multiple-choice questions are aimed at verifying learning of the analytical and management abilities and their correct comprehension, and at assessing the ability to apply the knowledge students learn during the course.

Final exam: 100% - Written test.

The assessment method for non-attending students is based on a final exam in written form. It is made up of open-ended and multiple-choice questions referring to the concepts, models and cases contained in the textbooks and exam materials. The open-ended and multiple-choice questions are aimed at verifying learning of the analytical and management abilities and their correct comprehension, and at assessing the ability to apply the knowledge students learned when studying the course material.

• Castaldo S., Grosso M., Premazzi K., Retail and Channel Marketing, 2nd edition, Edward Elgar, ISBN-13: 978-1789903676 
• G.G: BOYCE and S. VILLE, The Development of Modern Business, New York, Palgrave, 2002, pp. 175-226 
• EMEK BASKER (ed.), Handbook on the Economics of Retailing and Distribution, Cheltenham, Edward Elgar, 2016, pp. 368-391 and 413-432 

• Castaldo S., Grosso M., Premazzi K., Retail and Channel Marketing, 2nd edition, Edward Elgar, ISBN-13: 978-1789903676 
• Rosenbloom B., Marketing Channels, A Management View, 8th Edition, ISBN-13: 978-0324316988, CHAPTERS 1-6, 15 
• G.G: BOYCE and S. VILLE, The Development of Modern Business, New York, Palgrave, 2002, pp. 175-226 
• EMEK BASKER (ed.), Handbook on the Economics of Retailing and Distribution, Cheltenham, Edward Elgar, 2016, pp. 157-200, 368-391 and 413-432