Postgraduate Diploma in Retail Design. Design and Space: Shopping
MODULE 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 Brand
MODULE 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.