General information of the course:
Course aims: you’ll know the merchandising techniques and strategies in order to plan a merchandising space so as to increase the sales of either a small boutique or a big shop. The classes are theoretical and practical at the same time. You’ll see, among other things, the space distribution in the premises, bags and tags, signs, pop lay out, advertisement, corporative image, uniforms, packagings, goods exposition, selling promotion, strategy, culture and structure of a Enterprise, etc.The course is addressed to men and women that need to train themselves to get a job. It’s ideal for owners of merchandising spaces, retail-chains employees, shop assistants, commercial managers, people close to own a shop and for every person that wants to put into practice the visual marketing tools as a new profession.
Class N1: visual merchandising: general aspects and strategies. History, introduction to visual language. Merchandising: definition and functions.
Class N2: definition, components. Cross Merchandising (means of perception): vision, audition, taste, smell, touch. Perception levels.
Class N3: Colour Theory. Use of the light. Elements of visual communication. Strategic management of the exhibition surface. Introduction to the Styling. Customer analysis.
Class N4: Big warehouses , chain of stores, small establishments. Analysis of the macro and micro tendency in Retail and analysis of the situation of the markets.
Class N5: Trends of shop design. Merchandising strategies to promote sales. Layout in a shop.
Class N6: display and presentation techniques. Calendar and annual planification. Case analysis.