Description

Course Overview:

Students develop an in-depth understanding of retail and services management as well as non-store retailing. Topics include an overview of retail marketing; retail marketing, financial and location strategy; merchandising; pricing and distribution; promotion including communications, store layout, store design, visual merchandising; and customer service.

The objective of the course is to familiarize the students with key managerial and policy issues involved in the design, implementation and assessment of the retail marketing mix.

The course will cover the following three topics:
(a) Institution of Retailing – definitions, structure and change
(b) Key elements of the retail environment
(c) Retail strategies – location, pricing, assortment, inventory, shelf space, and promotion.