Course 2026-2027 a.y.

21118 - EXPERIENCE BRANDING AND RETAILING IN LIFESTYLE INDUSTRIES

Department of Marketing


Student consultation hours

Course taught in English
Go to class group/s: 31
ACME (6 credits - I sem. - OP  |  SECS-P/08) - AFM (6 credits - I sem. - OP  |  SECS-P/08) - AI (6 credits - I sem. - OP  |  SECS-P/08) - CLMG (6 credits - I sem. - OP  |  SECS-P/08) - DSBA (6 credits - I sem. - OP  |  SECS-P/08) - EMIT (6 credits - I sem. - OP  |  SECS-P/08) - ESS (6 credits - I sem. - OP  |  ECON-07/A  |  SECS-P/08) - FIN (6 credits - I sem. - OP  |  SECS-P/08) - GIO (6 credits - I sem. - OP  |  SECS-P/08) - IM (6 credits - I sem. - OP  |  SECS-P/08) - MM (6 credits - I sem. - OP  |  SECS-P/08) - PPA (6 credits - I sem. - OP  |  SECS-P/08)
Course Director:
SANDRO CASTALDO

Classes: 31 (I sem.)
Instructors:
Class 31: SANDRO CASTALDO


Mission & Content Summary

MISSION

The course aims to undestand the specifity of brand and retail management in the lifestyle industries. In this specific context it is crucial the management of the full customer experience based on a detailed mapping of the customer journey. The course explores how experiential branding is created and managed through relational retailing systems. Adopting a lifestyle-industry perspective, the course examines how strategic positioning, retailing mix decisions, customer interactions, and channel relationships contribute to the development of coherent and meaningful brand experiences across physical and digital touchpoints. A particular focus will be dedicated to the channel partnerships, where brands and retailers jointly create value for the shopper and for all the members of the channel. The course combines conceptual frameworks, industry insights, guest speakers, and a field project developed in collaboration with a lifestyle company, allowing students to apply analytical and managerial tools to real experiential branding and retailing challenges. Ultimately, the course teaches students to understand and orchestrate Lifestyle Experience Systems, developing a systemic managerial perspective linking industries, consumption, retail, channels, and relationships.

CONTENT SUMMARY

EXPERIENCE ECONOMY & LIFESTYLE INDUSTRIES
Retail trends and lifestyle industries: contextual overview

RETAIL INNOVATION & EXPERIENCE BRANDING 
Retail innovation model: Business model, retailing mix, and relational innovations.

RELATIONAL RETAILING & EXPERIENCE MANAGEMENT
How to create Store & Brand loyalty through relationship management. Customer co-creation, sales associates and servicescape

DIGITAL EXPERIENCE: E-COMMERCE & OMNICHANNEL
Technology Element in experience building: from physical retail to eCommerce environment. Omnichannel and phygital strategies

SUSTAINABILITY
Brand and retail sustainability: Sustainability Element in trust and loyalty building 

CHANNEL PARTNERSHIPS
Partnership models and business relationships' management: Competitive and collaborative dynamics


Intended Learning Outcomes (ILO)

KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...

 

  • Understanding the main consumer and retail trends in Lifestyle Industries
  • Analyzing a full customer journey and its main digital and phisycal touchpoints
  • Defining the main managerial elements of a delighiting customer experience
  • Evaluate the role of relational retailing in shaping customer experiences through interactions among brands, retailers, employees, customers, and technological systems.
  • Discuss how sustainability, clienteling, and events contribute to customer trust, emotional connection, and long-term loyalty in lifestyle industries.
  • Mapping the component of a channel partnership

APPLYING KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...

 

  • Managing a contemporary brand in the Lifestyle Industries
  • Mapping the customer journey and its main digital and phisycal touchpoints to improve the shopper experience
  • Assess the contribution of servicescape, customer participation, and sales associates to experiential value creation and brand meaning.
  • Examine how omnichannel integration and digital technologies support continuity, personalization, and engagement across physical and online retail experiences.
  • Apply analytical and managerial frameworks to a real company challenge through the development of a field project focused on experiential branding and relational retailing strategies.
  • Finding new ways to increase the brand and the store loyalty
  • Managing a working channel partnership to maximize the customer experience
  • Measuring the main KPIs to detect the level of shopper loyalty and trust

Teaching methods

  • Lectures
  • Guest speaker's talks (in class or in distance)
  • Practical Exercises
  • Collaborative Works / Assignments
  • Competitions/Hackathons

DETAILS

During the course, in addition to lectures, the following activities will be carried out:

  • Some guest speakers' talks delivered in class by managers from Lifestyle Industries (e.g. Food, Fashion, Luxury, etc) on brand and retail experience management. These sessions help capture the main trends in the lifestyle industries and understand how to address the needs of both shoppers and retail clients.
  • A practical exercise/case consisting of a partnership simulation developed collaboratively between industry and distribution to improve the customer experience in the Lifestyle Industries. This assignment is designed to apply the main analytical and managerial skills developed during the course.
  • A field project, carried out with the support of an industrial company and a retail company, aimed at designing a collaborative initiative related to brand and retail experience

Assessment methods

  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
     x
  • Collaborative Works / Assignment (report, exercise, presentation, project work etc.)
 x    

ATTENDING STUDENTS

The assessment of attending students is based on two components: 1) Simulation and field projects, and 2) Final exam.

 

The field project involve the development of channel partnership initiatives to maximize the brand and retail experience in the specific context of Lifestyle Industries. This project is designed to assess students’ ability to apply the knowledge acquired during the course and to evaluate their capability to design and implement partnership projects between industry and distribution.

 

The final exam is written. It consists of few short business cases to be solved by students, along with open-ended and multiple-choice questions covering the concepts, models, and cases discussed in class. The business cases are intended to assess students’ ability to apply the knowledge learned during the course, while the open-ended and multiple-choice questions are primarily aimed at verifying the understanding and correct application of analytical and managerial concepts.


NOT ATTENDING STUDENTS

The assessment of not attending students is based on the final written exam. It consists of few short business cases to be solved by students, along with open-ended and multiple-choice questions covering the concepts, models, and cases discussed in class. The business cases are intended to assess students’ ability to apply the knowledge learned during the course, while the open-ended and multiple-choice questions are primarily aimed at verifying the understanding and correct application of analytical and managerial concepts.


Teaching materials


ATTENDING STUDENTS

Castaldo S., Raccagni D. (edited by), Experience Branding and Retailing, Egea, Milan, 2026 (selection of chapters communicated in classroom).


NOT ATTENDING STUDENTS

Castaldo S., Raccagni D. (edited by), Experience Branding and Retailing, Egea, Milan, 2026

Last change 25/05/2026 20:28