In particular, TRADE is a course that integrates economic, statistical and legal perspectives with business disciplines in order to develop the following knowledge and the ability to apply it: channel management (management of physical and online trading companies and relations with industrial suppliers), brand management (industrial and commercial brand management), understanding global economy (economic scenarios for management), law for marketing, history of the development of distribution systems, analysis of consumer behaviour and market research marketing metrics (i.e. the performance indicators of distribution channels), shopper marketing (in its 'in store marketing' and 'retail marketing' components), 'digital and loyalty marketing' (which draws on the Group's 20-year research tradition recognised both in Italy and internationally), 'CRM and customer analytics', fashion marketing and design marketing. Note that the highly innovative field of applying neuroscience to marketing is dedicated to the teaching of 'neuroshopping' and the free teaching of 'health and wellness marketing'.
Particular emphasis is placed on quantitative methods of data analysis for marketing, in order to equip graduates with the relevant analytical skills and abilities to use computer-based analysis and reporting tools widespread in the corporate world.
In particular, consistent with the needs of companies, which actively seek 'data scientists', there is an advanced statistics course called 'data science for marketing'.
Constant efforts are made to supplement the course catalogue with student-choice activities that enrich the skills acquired and the panorama of disciplines that belong to the Trade and Consumer Marketing expert's baggage, as well as foster the development of communication and learning skills and independent judgement.
Specifically, for a number of years, students have had access to the innovative Laboratories, working groups with a maximum of 20 students and participative and innovative working methods (group work, case studies, presentations, role play) that include: Promotions Lab, Negotiation Lab, Retail Symposium Lab (in English, in Dublin), Market Research Lab for Product Innovation, Retail and Design Innovation Lab (in English). Since 2014-15, the Workshop for the preparation for the National Mediation and Negotiation Competition has been active, in collaboration with the Milan Arbitration Chamber and Geo.Cam mediators. It is a highly interactive course that through the realisation of dozens of negotiations under the guidance of professional coaches teaches participants mediation in negotiations. In 2018, our Laboratory team came third out of 22 Italian universities!