Insegnamento a.a. 2026-2027

The course is structured into four main steps:

• The analysis and interpretation of the behavior of the main channel actors (shoppers and distributors) and their decision-making processes.
• The multidimensional nature of distribution relationships, with particular focus on the economic, social, competitive and collaborative dimensions.
• The analysis of the main managerial decisions related to distribution channels, including channel design, trade marketing, and the management of partnerships, also in light of the development of digital channels.
• Recent innovations introduced by industrial firms to manage relationships with commercial counterparts, aimed both at increasing supply chain efficiency (e.g., integrated logistics) and at generating new customer value (e.g., category management). In particular, the course includes a simulation and a field projects on category management from an integrated channel perspective.

• To understand the dynamics of markets, retailing, and shoppers.
• To analyse the evolution of digital and physical distribution channels.
• To identify the key elements for the collaborative management of distribution channels and manufacturer–retail relationships.
• To grasp the new innovative frontiers in the management of retail firms and the changes brought about by technologies and digital channels

• To manage coopetitive relationships.

• To conduct a detailed analysis of the retail sector and the needs of intermediary customers.
• To design a shopper marketing plan to be implemented in collaboration with intermediary customers.
• To develop a commercial innovation project to seize opportunities arising from collaboration between industry and distribution.
• To design a collaborative category management plan.

• Lectures
• Guest speaker's talks (in class or in distance)
• Practical Exercises
• Collaborative Works / Assignments
• Interaction/Gamification

During the course, in addition to lectures, the following activities will be carried out:

• Two guest talks delivered in class by managers and entrepreneurs from the retail and industrial sectors on topics related to distribution channel management. These sessions help capture the main trends in the retail sector and understand how to address the needs of both end customers and intermediary clients.
• A group assignment consisting of a category management simulation developed collaboratively between industry and distribution. This assignment is designed to apply the main analytical and managerial skills developed during the course.
• A field project, carried out with the support of an industrial company and a retail company, aimed at designing a collaborative initiative related to a specific category.

The assessment of attending students is based on two components: 1) Simulation and field projects (50%), and 2) Final exam (50%).

The field project and the simulation involve the development of channel partnership initiatives and a category management project. These projects are designed to assess students’ ability to apply the knowledge acquired during the course and to evaluate their capability to design and implement partnership projects between industry and distribution.

The final exam is written. It consists of few short business cases to be solved by students, along with open-ended and multiple-choice questions covering the concepts, models, and cases discussed in class. The business cases are intended to assess students’ ability to apply the knowledge learned during the course, while the open-ended and multiple-choice questions are primarily aimed at verifying the understanding and correct application of analytical and managerial concepts.

The exam for not attending students is delivered in written form. It consists of some short business cases to be solved by students, along with open-ended and multiple-choice questions relating to the concepts, models, and cases presented in the textbooks. The business cases are designed to assess students’ ability to apply the knowledge acquired during the course. The open-ended and multiple-choice questions are primarily aimed at verifying the understanding and correct application of analytical and managerial concepts.

• S. CASTALDO, Go to market, Bologna, Il Mulino, 2026.

• S. CASTALDO, Go to market, Bologna, Il Mulino, 2026.
• S. CASTALDO, (edited by), Digital Loyalty. Bocconi University Press, 2025 (chapters 1, 2, 3, 4, 7, 8).