Carlo Caranza is Co-Founder and Administrator of MEC. He is an adviser for industrial companies (product positioning, communication, sales and trade marketing), distribution (assortment promotions, CRM, distributive format, organization procedures and models). Since 1974 he has been working as market research manager in MIRA LANZA. Since 1983 he has been working as Marketing Information Manager in PERUGINA BUITONI. Since 1987 he has been working as Marketing Director Conad (promotional-advertising policies, design of distribution products and private label). Since 1994 he has been working as Marketing Director Italy PANINI. Since 1996, he has been working as Operative Director in CONAD Liguria and then he worked in NORDICONAD until 2004. From 1999 to 2006, he taught at UNIGE Markets Resarch and he taught at UNIBO Marketing and Trade Marketing until 2006. In 2005 he was director of residential Master in Marketing at the University of Genova. Since 2005 he has been working as coordinator of Master in Busness Management - Retail Management.
This course structure consists of select lectures and three company projects.
LECTURES: present and future strategies of commercial enterprises in a global competitive environment; the new scenarios that characterize the retail sector in a national and international perspective; the different formulas and distribution channels, innovation and new business in the commercial management of the company; distribution trends for the sector of consumer goods and that of durable goods.
BUSINESS PROJECTS: This portion of the course consists of 3 one-month long business projects. The projects are carried out by working in groups of 4-5 participants and begin with the presentation of the company by starting by a manager of a company who is a partner in the School’s network. The manager details to the group the scope of the project. During each work project participants are assisted by a tutor; at the end of the month there is a meeting with the management and presentation of the deliverables created by the participants.
Teachers and management both provide an assessment, in order to review both the originality of the managerial solutions proposed as well as the practical feasibility and implementation potential in a real business context.