BBA3106 Retail Marketing (Marketing & Entrepreneurship Option)

This course is designed to offers an in-depth examination of the retail industry for students interested in the field of retail marketing management-whether employed with a large organization or in their own business. Through analysis of the retail marketing mix, the course looks at branding in the retail industry, product placing and development, pricing alternatives, location options, and the promotion of goods and/or services. Because of their importance in today's competitive environment, the course covers matters such as the application of technology to retail marketing management, e-commerce, international retailing, and customer relationship management. The goal of this course is to introduce students to the strategic perspective of retail marketing management and to study the dynamic and competitive nature of the retail industry.

Learning Outcomes       
Upon completion of this course, students should be able to:

• Apply the principles, practices, and concepts used in retail marketing management;
• Describe the complex nature and environment of retail marketing management together with the buying and selling of goods, services, and ideas to the final consumer;
• Understand the conceptual and organizational aspects of the retail sector, including strategic planning and management in the retail industry;
• Understand the key elements in planning, managing, and executing the retail marketing mix as they relate to the product, price, distribution, and promotion; and
• Identify the approaches to and guidelines used to analyze and solve retailers' problems and make decisions in retail organizations.