RETAIL MARKETING STRATEGY
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S2
Students must have some marketing strategy knowledge such as principle of marketing.
At the end of the course, the student should be able to:
1. To help further students’ understanding of, and interest in, retailing and retail decision making.
2. To enable students to become effective retail planners and decision-makers by focusing on change and successful anticipation of, and adaptation to, change.
3. To enable students to expand their awareness of retail careers opportunities.
4. To provide students with a modest understanding of what lies ahead for retailing.
5. Link theory to practice of retailing.
6. To get a better insight of what retailing is and how it fits within a brader environment.
*** AOL IESEG SCHOOL OF MANAGEMENT OBJECTIVES:
1.B Successfully collaborate within a intercultural team
4.A. Appraise the performance of a team
4.C. Convey powerful messages using contemporary presentation techniques
5.B Construct expert knowledge from cutting-edge information
The course will include the following sections:
– Introduction to the world of retailing,types of retailers, multi-channel and omni-channel retailing
– Retail marketing strategy development and retail segmentation and positioning
– Retail and Site Locations
– Managing the store & merchandise: store layout, design and visual merchandising
– Customer service in retailing
