Course Code: MK 222 • Study year: II • Academic Year: 2022-2023
Domain: Marketing • Field of study: Marketing
Type of course: Compulsory
Language of instruction: Romanian
Erasmus Language of instruction: English
Name of lecturer: Mălina Darja
Seminar tutor: Ruxandra Lazea
Form of education Full-time
Form of instruction: Class
Number of teaching hours per semester: 56
Number of teaching hours per week: 4
Semester: Summer
Form of receiving a credit for a course: Grade
Number of ECTS credits allocated 5

Course aims:

Initiation into the study of commercial – merchandising. Submission of fundamental, theoretical and methodological elements in merchandising.
Learning the basic concepts of merchandising and understanding their relevance for efficient commercial operation.
Developing and substantiation sales strategy, organization and delivery of relations. Trade between organizations.

Course Entry Requirements:


Course contents:

1. What is merchandising. Merchandising approach. Merchandising and marketing trade 2. Databases Benchmarking. Determination of points of sale. The audit outlets. Customer rating. Quantitative data. Observing outlets 3. Designing a selling point Surface stock analysis. The establishment and management of customer flow. 4. Merchandise design. Making a commercial concept. Installing a merchandise design process 5. Establishing a product category. Group product families 6. Assigning the surface and shelves. The methodological approach. Prior analysis. Curves space allocation. Quantitative adjustments. Qualitative adjustment factors 7. Build and analyze assortments. Mainstreaming marketing of varieties. Market segmentation. Building assortment. Analyze and optimize assortments 8. Establishment of products facing. Anomaly detection on a shelf. Evaluation decrease turnover caused by a rupture. Using computerized merchandising programs 9. Arranging the products on the shelf. Basic rules. Role of the shelf. Applying e-merchandising 10. Communication at the point of sale. Outside the store. Communicating promotional and advertising 11. Merchandising Operations. Establishing organization shelves. Merchandising company.

Teaching methods:

Lecture, Discussions.

Learning outcomes:

Initiation into the study of commercial – merchandising. Acquiring practical utility regarding merchandising techniques in order to obtain good results in trade.

Learning outcomes verification and assessment criteria:

Written test examination - 70%,Verificationduringthesemester (project) - 30%.

Recommended reading:

Nikki Baird and Paula Rosenblum, Bridging The Gap Between Merchandising And Marketing, 2015
Radhan ·, Retail Merchandising, 2010
Visual Merchandising, 2018