MKT 401 : Retailing

Prerequisites: Senior Standing, MKT 201, knowledge of e-commerce concepts is a plus

This course provides students with a comprehensive view of retailing and the application of marketing concepts in a practical retail managerial environment. Multi-channel retail strategies ranging from bricks-and-mortar to web-based firms will be analyzed. The course introduces the development of a retail format and its strategy, the analysis of a target market, the demographic analysis related to the site selection, the retail personnel issues, and the category management. Other topics include buying and pricing, financial analysis, and the changing role of e-commerce in retailing. Real case examples will be explored and discussed throughout the course.