• Introduction to marketing theory / Retail branding

Marketing theory.Display of case studies.Group work: case studies (market comparisons by country, age, etc.).Discussion: sharing case study results.

• 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.Discussion: the process for analysing branding strategies.

• Research project

Project presentation and development.Work in research groups.New trends and eco-design.Project presentation and group discussion.

• Graphic art / Brand identity and imagery

Design as strategy.Analysis of the search process for retail iconography.Values and trends.Case studies.

• Field trips
  
• 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.Window-dressing as a hook/attraction technique.States: the exchange.

• The dynamics of crossing: input-output, in-out.

Exercise: how to capture a customer's social profile.The technique of window-dressing.Materials, lighting and technologies.

• Trends

Market trends.New customers and customer segmentation.

• Commercial design and image. Brand / Project

Project presentation and development.Project development and exhibition.Presentation and discussion of proposals.Lighting/materials.Introduction: choosing environments.Synergies: light-material.New lighting technologies and materials.The effect. Handling spaces (infographics, scenography).Group work discussion: analysis and selection of lighting and states for activity programmes.

• 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.