Retail Brand & Customer Experience Management
The International University of Languages and Media (IULM)
Key Information
Campus location
Milan, Italy
Languages
English, Italian
Study format
On-Campus
Duration
6 months
Pace
Full time
Tuition fees
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Application deadline
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Earliest start date
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Introduction
Retail Brand & Customer Experience Management
Retail, Customer Experience, and Brand Touchpoint are among the fundamental assets of all companies, national and international, operating in today's consumer markets. The RBCX Master wants to respond to the need these companies have to hire people who know how to face new business challenges characterized by innovative business models through
the integration of physical and digital channels.
The Master favors an active learning approach that provides for the continuous application of the concepts learned in the classroom in training sessions both in the classroom and in the field. Corporate and Retail workshops are planned experience study tours.
Admissions
Scholarships and Funding
For the 2021/2022 academic year, five scholarships worth €1,500 each have been offered.
The scholarships will be awarded to the winners according to specific criteria established by the Scientific Direction of the Master's course.
Communication to the winners will be made in July 2022.
Curriculum
Internship
The Master's experience ends with an internship and/or the "Retail Start-up ”, designed to integrate the knowledge acquired throughout the course formative. Students are accompanied through a coaching path thematic in a series of workshops in which they design a retail start-up that participates in a contest organized with the partners of the Master.
The path includes the support of Mentors who guide students in the definition of their start-up ideas by supporting them in specific work sessions.
Thematic Areas of Study
Module 1 — Brand Experience & Customer Behavior
- Brand Management
- Brand experience in retail
- Consumer Behavior
Module 2 — Retail & Sales Management
- Retail Management and logistics
- Trade Marketing and purchasing function
- Management of distribution networks and personal selling processes
- Economic management of stores and retail chains
Module 3 — In-store Experience Management
- Retail mix and Category Management
- In-store sales experience
- Behavioral branding
- Store check & auditing (mystery shopping)
Module 4 — Customer Experience Design & Touchpoint Management
- Retail innovation and Omnichannel Management
- Service design, sustainability and integration of touchpoints
- Visual merchandising & retail visual identity
Module 5 — Data & Digital Management
- Digital management and e-commerce
- KPI performance indicator for retail
- Systems for sales data
- CRM for fashion retail
Module 6 — Human Resources Management & Soft Skills
- Organization of the store’s staff and sales force
- Soft skills laboratory
- Personal branding & CV rules
Aiming to provide the most comprehensive overview of the different application areas of retail, the Master in “Retail Brand & Customer Experience Management” offers a transversal study of different sectors, with a particular focus on:
- Luxury / Fashion in English (15% of the course);
- Fast-moving consumer goods (e.g. beauty, accessories, etc.);
- Durable goods and services;
- GDO and Food.
The study program includes on-site activities such as visits to retail stores in Milan and in a European capital, company visits, and store visits with direct testimonies from boutique managers and employees, useful to understand the customer experience in different sales channels.
***Important note: 85% of the program's courses are taught in Italian. Therefore, Italian language skills are mandatory***
Program Outcome
Master's in Retail Brand & Customer Experience Management.
Program Tuition Fee
Career Opportunities
The retail sector requires profiles that know how to integrate the knowledge of customer experience management across all brand touchpoints, sales and service management
Possible outlets include the following
- Retail brand manager
- Customer experience manager
- Sales account
- Store manager
- District/Area manager
- Product/Brand manager or strategist
- Trade marketing manager
- Customer relationship manager
- Digital marketing manager.
Program delivery
The Master's prepares professionals in retail and customer management experience with the aim of transferring:
- Knowledge of brand management and customer experience management and related design, development, and management
- Identification, definition, and management of physical-digital sales and service touchpoints of the brand.
- Knowledge of KPIs and data management in order to evaluate and manage performance commercial.
- Organizational knowledge to guide and manage contact/sales personnel.
The course, intended for graduates in social and scientific disciplines or professionals, prepares for the challenges of modern retail, with particular attention to:
- the management and integrated design of physical and digital channels,
- to the design and management of the customer experience,
- the sales processes and interaction with the consumer,
- digital marketing and the management of CRM systems.
The program is unique in Italy in the integration of retail concepts management, data, digital marketing, communication, and service design.
Workshops are planned that engage students on briefs directly indicated by the companies. Such workshops may include field activities and end with the presentation of the project work in front of the company management, with the possibility of having a direct evaluation by industry professionals.