Postgraduate Diploma in Retail Design. Design and Space: ShoppingMODULE 1. GROUP CASE STUDY. STRATEGIC BRANDINGCourse introduction and presentation. A journey through the branding world in large spaces.
- Case studies.
- Practical group work: development of a branded product.
- o Practical group work: background and steps for developing a product.
- o Practical group work.
- o Group discussion: relevant aspects discovered by the student while carrying out the hands-on project.
MODULE 2. MARKET STRATEGIES AND PLANS / EXPANSION MODELS
- Market strategies and plans.
- o Basis and concepts that define the market.
- o Market plans and strategies.
- o Case studies: analysis of examples.
- Market “scales”.
- Trends and models.
- Practical discussion session: future markets.
MODULE 3. CONCEPT DESIGN AND SHOWCASE IMPLEMENTATION / PROJECT WITH PARTNER COMPANY
- Project presentation and development.
- Project development and scheduled field trip (Essapunt visit).
- Presentation of project ideas.
- Project implementation in the real showcase.
MODULE 4. E-COMMERCE / COMMUNICATION TOOLS / VISUAL COMMUNICATION
- Graphics and Impressions.
- Communication tools.
- o Visual communication.
- Commerce.
- o E-Commerce.
- o Web Commerce.
MODULE 5. ECO-LIGHTING
- Lighting.
- Ecology in lighting.
- Trends and models.
- Tools for using eco-lighting.
MODULE 6. FINAL PROJECT
- Design and concept: how to stand out using marketing strategies.
- Layouts (circuits).
- Window-dressing.
- Visual Merchandising.
- Lighting in shopping centres.
- Graphic art and visual communication.
- Construction materials and techniques.
Postgraduate Diploma in Retail Design. Design and Concept: The BrandMODULE 1. INTRODUCTION TO MARKETING THEORY / RETAIL BRANDING
- Marketing theory.
- Display of case studies.
- o Group work: case studies (market comparisons by country, age, etc.).
- o Discussion: sharing case study results.
MODULE 2.THE CHALLENGE OF BRANDING / NEW TECHNOLOGIES
- Introduction to the challenge of branding. A journey through the world of retail (introduction).
- New technologies: the transformation of consumption.
- The “tuning” phenomenon: customisation (the self factor). Discussion: association of elements and environments with consumer behaviour.
- Group case study. Introduction to branding and its varieties.
- Types and strategies.
- Brand analysis.
- o Discussion: the process for analysing branding strategies.
MODULE 3. RESEARCH PROJECT
- Project presentation and development.
- Work in research groups.
- New trends and eco-design.
- Project presentation and group discussion.
MODULE 4.GRAPHIC ART / BRAND IDENTITY AND IMAGERY
- Design as strategy.
- Analysis of the search process for retail iconography.
- Values and trends.
- Case studies.
MODULE 5. FIELD TRIPS
MODULE 6. VISUAL - WINDOW-DRESSING
- Visual merchandising / product display / Fixtures & Flow.
- The principles of visual merchandising.
- Marketing applied to social shopping behaviour. Tour Shopping.
- Product analysis and strategy.
- Case study and exercise: business analysis and product display research.
- Models: effective display techniques.
- Window-dressing.
- o Window-dressing as a hook/attraction technique.
- o States: the exchange.
- o The dynamics of crossing: input-output, in-out.
- o Exercise: how to capture a customer's social profile.
- The technique of window-dressing.
- Materials, lighting and technologies.
MODULE 7. TRENDS
- Market trends.
- New customers and customer segmentation.
MODULE 8.COMMERCIAL DESIGN AND IMAGE. BRAND / PROJECT
- Project presentation and development.
- Project development and exhibition.
- Presentation and discussion of proposals.
- Lighting/materials.
o Introduction: choosing environments.o Synergies: light-material.o New lighting technologies and materials.o The effect. Handling spaces (infographics, scenography).o Group work discussion: analysis and selection of lighting and states for activity programs.
MODULE 9. FP-FINAL PROJECT: HANDS-ON EXERCISE WITH PARTNER COMPANY
- The project has to cover all modules developed throughout the course.
- Project presentation.
- Development of brief in groups.
- Presentation of findings to the partner company.
- Conclusion.