• Marketing theory.
• Display of case studies.
• Group work: case studies (market comparisons by country, age, etc.).

• Introduction to the challenge of branding. A journey through the world of retail (introduction).
• New technologies: the transformation of consumption.
• The “tuning” phenomenon: customization (the self-factor). Discussion: association of elements and environments with consumer behavior.
• Group case study. Introduction to branding and its varieties.
• Types and strategies.
• Brand analysis.

Discussion: the process for analyzing branding strategies.

• Project presentation and development.
• Project development and scheduled field trip (Essapunt visit).
• Presentation of project ideas.
• Project implementation in the real showcase.

• Design as strategy.
• Analysis of the search process for retail iconography.
• Values and trends.
• Case studies.

Field Trips

• Visual merchandising / product display / Fixtures & Flow.
• The principles of visual merchandising.
• Marketing applied to social shopping behaviour. Tour Shopping.
• Product analysis and strategy.
• Case study and exercise: business analysis and product display research.
• Models: effective display techniques.
• Window-dressing.
  • Window-dressing as a hook/attraction technique.
  • States: the exchange.
  • The dynamics of crossing: input-output, in-out.
  • Exercise: how to capture a customer’s social profile
  • The technique of window-dressing.
  • Materials, lighting and technologies.

• Market trends.
• New customers and customer segmentation.

• Project presentation and development.
• Project development and exhibition.
• Presentation and discussion of proposals.
• Lighting/materials.

– Introduction: choosing environments.

– Synergies: light-material.

– New lighting technologies and materials.

– The effect. Handling spaces (infographics, scenography).

– Group work discussion: analysis and selection of lighting and states for activity programs.

• The project has to cover all modules developed throughout the course.
• Project presentation.
• Development of brief in groups.
• Presentation of findings to the partner company.
• Conclusion.

Course introduction and presentation.
A journey through the branding world in large spaces.

• Case studies.
• Practical group work: development of a branded product.
• Practical group work: background and steps for developing a product.
• Group discussion: relevant aspects discovered by the student while carrying out the hands-on project.

Market strategies and plans.

–  Basis and concepts that define the market.

– Market plans and strategies.

– Case studies: analysis of examples.

• Market “scales”.
• Trends and models.
• Practical discussion session: future markets.

• Project presentation and development.
• Project development and scheduled field trip (Essapunt visit).
• Presentation of project ideas.
• Project implementation in the real showcase.

• Graphics and Impressions.
• Communication tools.

Visual communication.

• Commerce.
• E-Commerce.
• Web Commerce.

• Lighting.
• Ecology in lighting.
• Trends and models.
• Tools for using eco-lighting.

• Design and concept: how to stand out using marketing strategies.
• Layouts (circuits).
• Window-dressing.
• Visual Merchandising.
• Lighting in shopping centres.
• Graphic art and visual communication.
• Construction materials and techniques.