Program Overview

Program Overview

The "Retail and Service Experience Design for CCIs" MOOC examines how brand values, products/service sensory qualities, and their communicative, emotional, and relational attributes are translated into the context of physical and virtual retail and its omnichannel evolution.

Course Description

This MOOC investigates and illustrates how the cultural and symbolic process is translated in the diffuse and multidimensional relationships underlying digital networks. In the specific case of fashion and creative industries, products and services acquire their symbolic meaning in the retail space, which can be lived both online and offline through a multichannel experience.

Program Details

• Learning Mode: Single course
• Language: English
• Target: MOOCs for Professionals
• Subject: Design; Engineering; Communication
• Length: 4 Weeks
• European Qualifications Framework Level: EQF 6
• Thematic Area (ISCED-F Classification): 021 Arts > 0212 Fashion, interior and industrial design; 041 Business and administration > 0414 Marketing and advertising

Intended Learning Outcomes

By actively participating in this MOOC, you will be able to:

1. Identify technological innovations and customer engagement strategies that shape modern retail experiences and brand promotion.
2. Evaluate the evolving role of retail stores and emerging trends in circular retail models.
3. Recognize the design phases of an effective fashion communication strategy across multiple channels.
4. Apply the principles of Metadesign, concept development, and project definition to fashion design, incorporating space design strategies to enhance sales and cultural experiences.
5. Investigate the role of brand heritage, sensory factors in store atmosphere, and visual merchandising techniques in shaping retail design and consumer perception.

Prerequisites

No formal knowledge is required.

Activities

The forum of this MOOC is freely accessible, and participation is not guided; you can use it to compare yourself with other participants or to discuss course contents with them.

Section Outline

• Week 0: Introduction to the course
• Week 1: Key aspects of smart retail scenarios, especially related to omnichannel experiences and customer journey
• Week 2: Foundations of retail scenarios and retail experiences strategies applied to fashion
• Week 3: Key aspects of retail metadesign projects and concept retail in real spaces
• Week 4: Concept of store atmospherics and visual merchandising, deepening concepts of immersive heritage experiences
• Additional Resources: Bibliography

Assessment

Your final grade for the course will be based on the results of your answers to the assessed quizzes. You have an unlimited number of attempts at each quiz, but you must wait 15 minutes before you can try again. You will have successfully completed the course if you score a total of 60% (or higher) in each of the assessed quizzes.

Certificate

You can achieve a certificate in the form of an Open Badge for this course if you reach at least 60% of the total score in each one of the assessed quizzes and fill in the final survey.

Information about Fees and Access to Materials

You can access the course completely online and absolutely free of charge.

Course Faculty

The course is taught by a team of professors and experts from Politecnico di Milano, including:

• Claudia Baldi
• Paola Bertola
• Francesca Bonfim Bandeira
• Alexio Cassani
• Valeria Iannilli
• Vittorio Linfante
• Alessandra Spagnoli
• Federica Vacca

Research Areas

The MOOC covers research areas such as retail design, fashion communication, brand management, and omnichannel retail experiences.