This course aims to provide the student with a comprehensive view of retailing and an application of marketing concepts in a practical retail environment. Analysis and current multi-channel retail strategies among bricks-and-mortar and web-based firms. Retailing is changing today, and the successful business should know how to identify, adapt, and plan with the changes, without moving away from its core competencies. Important considerations on the development of a retail format and its strategy, the analysis of a target market, demographic analysis related to site selection, retail personnel issues, and category management. Buying, financial analysis, and pricing will also be investigated. (CMO No. 39, s. 2006)
- Teacher: FRANCIS TOLEZA