MK 451 - Retail Marketing

(3.00 cr.)

Examines the strategic role of retailing in the distribution of consumer goods and services. Students learn why consumer insight and superior execution are critical factors for building retail brands that will be successful in the future. Key topics include retail formats, multichannel retailing, merchandise assortments, retail locations, holiday sales trends, supply chain management, customer relationship management, pricing, store layout and design, retail communication mix, and customer service. Case analysis is used to reinforce course topics and develop analytical skills by examining the retailing strategy of leaders in the industry.

Prerequisite: MK 240 or BH 240 , and 60 credits.
Sessions Typically Offered: Varies
Years Typically Offered: Varies

Interdisciplinary Studies: IMC