This course offers a strategic examination of the retailing and e-tailing sectors with the aim of offering the right value proposition to the right target market. Retailing is the dynamic business of selling consumer goods and services to final consumers. The course examines the main requirements of effective retail marketing management across various retail formats in different contexts, including: retail business models, targeting, positioning, and customer experience.
 

Topical coverage also includes: the retail mix; retail decision-making encompassing both physical and digital retail locations, channels and strategies; omnichannel retailing and decisions related to buying, merchandising, store layout, pricing alternatives, customer service; the impact of emerging technologies such as artificial intelligence and augmented reality on retailing, customer relationship management and sustainability.

Prerequisite: MKT201 Introduction to Marketing