Commercial Distribution

The generic objective of this subject is to provide students with the necessary knowledge about all the commercial strategies available to intermediaries that allow them to act on their target markets, to be competitive enough to achieve the desired results by the organization.

1.- The behavior of the consumer in the retail establishment.
2.- Classification of the commercial system
3.- The decision of location of the retail company.
4.- Assortment strategy and distributor's brand.
5.- Merchandising of the retailing company
6.- Sales promotion in retail companies
7.-Omnichannel distribution. Internet and e-commerce

Basic bibliography:
- Molinillo S. (coord.) (2012): Distribución comercial aplicada. Ed. ESIC.
- Casares, J.; Aranda, E.; Martín, V.J.; Casares, J. (2022): Distribución comercial, 5ª edición. Ed. Cívitas
Supplementary bibliography:
- Cruz, I. (2012): Canales de distribución: especial referencia a los productos de alimentación. Ed. Pirámide.
- Díez E. (coord.) (2004): Distribución comercial (3ª edición). Ed. McGraw-Hill.
- Díez E.; Landa, F.J. y Navarro, A. (2006): Merchandising. Teoría y práctica (2ª edición). Ed. Pirámide.
- Maraver, G. (coord.) (2005): Distribución comercial. Ed. UOC.
- Martínez F.; Maraver, G. (editores) (2009): Distribución Comercial. Ed. Delta.
- Palomares, R. (2009): Merchandising: teoría, práctica y estrategia. Ed. ESIC.
- Stern, L.W.; El-Ansary, A.; Coughlan, A.T. y Cruz, I. (1999): Canales de comercialización (5ª edición). Ed. Prentice Hall.
- Vázquez, R; Trespalacios J.A. (coord.) (2006): Estrategias de distribución comercial. Diseño del canal de distribución y relación entre fabricantes y detallistas. Ed. Paraninfo.Aparicio
- G. y Zorrilla, P. (2015): Distribución comercial en la era omnicanal. Ed. Pirámide.
Supplementary bibliography:

BASIC AND GENERAL:
- CB1: That the students have demonstrated to possess and understand knowledge in a study area that starts from the general secondary education, and is usually found at a level that, although supported by advanced textbooks, also includes some aspects involving knowledge from the forefront of their field of study
- CB2: That students know how to apply their knowledge to their work or vocation in a professional way and possess the competences that are usually demonstrated through the elaboration and defense of arguments and the resolution of problems within their area of study.
- CB3: That students have the ability to collect and interpret relevant data (usually within their area of study) to make judgments that include a reflection on relevant social, scientific or ethical issues.
- CB4: That students can transmit information, ideas, problems and solutions to a specialized and non-specialized audience
- CB5: That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy
- CG3: Know how to identify, gather and interpret relevant data on issues related to the business environment, incorporating in the preparation of judgments and proposals the pertinent considerations on its social, scientific or ethical dimension.
- CG5: Possess the general knowledge and learning skills necessary to continue studying and to undertake specialized studies in the various areas of the company and in other related areas, with a high degree of autonomy.

SPECIFIC
- B3: Take decisions in strategy and comercial policy: marketing mix, pricing policies, distribution, promotion and product policy.
- D2: Integrate into any functional area of a company or organization and carry out with ease any management task entrusted to it.
- D3: Assess from the relevant information records the situation and foreseeable evolution of a company

TRANSVERSAL
- CT1: Analysis and synthesis
- CT2: Organization and planning
- CT3: Oral and written communication
- CT4: Information management
- CT6: Troubleshooting
- CT7: Decision making
- CT8: Critical reasoning
- CT9: Autonomy in learning
- CT10: Teamwork
- CT12: Skills in interpersonal relationships

Classroom sessions dedicated to lectures will aim to introduce students to the contents of the topics that make up the program, emphasizing on the particularly relevant aspects and the relationships between them. The interactive sessions in small groups will be based on the practical application of the theoretical contents exposed in the expository sessions. These sessions will be aimed at the resolution and discussion of cases and practical exercises, press releases and educational videos to improve the students' ability to recognize and define the problems faced by companies, and to be able to make the most appropriate decisions, while facilitating interaction among students.
All these activities will be complemented with the personal work that the student will have to dedicate to each one of them as search of bibliographic material, reading of the above mentioned material, writing of conclusions, etc. This autonomous work will be guided by the professor in the hours destined to tutorials. In addition, virtual support will be used for teaching.
If possible, a practical session in the form of a lecture or company visit will be carried out.

The evaluation of theoretical knowledge will be carried out by means of a final exam to be held on the date set by the center in the academic calendar of the course.
The final exam will represent 50% of the qualification. In this test it is necessary that the student obtains 50% of the qualification of the total score of the exam to be able to compensate this score with the score obtained in the continuous evaluation.
The continuous evaluation will take into account the participation in the classes, as well as all the activities developed by the students. The participation in the analysis of cases, debate and commentary of readings, and the presentation of papers will be specially taken into account. This evaluation will account for 50% of the final grade. In order to take into account the grade of the continuous evaluation, a minimum of 75% of attendance to the classes (expository and interactive) is required.
The passing of the subject implies obtaining, at least, 5 points in the set of the evaluated elements (out of 10).
When the student does not reach the minimum score required to pass the final exam, he/she will be graded with the grade obtained only for the participation in the interactive classes.
These two parts that make up the student's grade will be applied to the two ordinary exams (June and July). In such a way that the score obtained in the continuous evaluation (50%) will be kept for the July exam.
In no case will the score obtained in any of the evaluated activities be kept for subsequent exams.
Students who were granted dispensation from class attendance according to instruction No. 1/2017 of the General Secretariat of the USC will be evaluated through an exam that will account for 100% of the grade to be obtained by the student.
In accordance with the Permanence Regulations in force in the USC for Undergraduate and Master studies (art. 5.2), participation in any of the activities subject to evaluation will mean that the student's grade will be different from not presented.
In the case of fraudulent performance of exercises or tests, it will apply the provisions of the Regulations for the evaluation of the academic performance of students and review of qualifications". That is, the verification by the faculty of the existence of plagiarism in the work submitted will mean for the affected students the qualification of "Fail".
Evaluation of the competences:
Final exam: CB1, CB2, CB5, CG5, CG5, B3, D2, D3, CT1, CT3, CT6, CT8, CT9.
Continuous assessment: CB2, CB3, CB4, CB5, CG3, B3, D2, D3, CT1, CT2, CT3, CT4, CT6, CT7, CT8, CT9, CT10, CT12.

The recommended time to pass the course is as follows
Hours of classroom work (expository, interactive, tutorials and exams): 38,5h.
Hours of autonomous work (study and preparation of activities): 74h.

For an optimal learning of the course it is recommended to the student:
Before each lecture, read and prepare the topics that will be exposed in it, using the basic manuals of the subject.
After the lectures, deepen in the concepts exposed through the study materials that are proposed in the bibliography, as well as the complementary material that can be found in the virtual classroom of the subject.
Before each interactive class, read the case studies, readings or exercises proposed and review the theoretical contents related to the content of the class, using the basic and complementary manuals recommended.
To make continuous use of the tutorials with the professor throughout the course.