Retailing and E-Commerce
A study of the retail environment from the consumer's perspective including the examination of multichannel challenges and trends. Students will acquire the skills necessary to understand both retail store management and online retailing, with the focus on increasing customer value both online and in-store. This course will concentrate on the planning process needed in order to meet the objectives and satisfy the retail marketing concept. Attention is devoted to retail format, competition among retail institutions, determination of store location, merchandise lines, atmospherics, personnel and levels of customer service provided for the sale of consumer products in the evolving global, high-tech retail to e-tail business environment.