MARK-232 Global Retail Marketing
Fall for 2017-2018
Fundamental concepts, principles, and theories of retailing in a global setting with an emphasis on retail marketing are considered. The course focuses on the strategic decisions that global retailers must make to create and sustain compelling value offerings to their customers and develop competitive advantage in an era of rapidly changing consumer behavior and competitive offerings This course will provide a framework and a set of concepts focused on the retail industry but interrelated to the core marketing concepts taught at Georgetown. The course will be based on the customer-centric retail marketing concept and will examine the structure of retailing and distribution channels; customer buying behavior; retail marketing strategy; location decisions; product/merchandise planning; retail communication mix; and pricing strategies. A global perspective and examination of variations in foreign retail markets are underpinnings of the course. The material is presented from the point of view of marketing managers. Cases and original studies are discussed.
Credits: 1.5
Prerequisites: MSB Students and Business Minors, Sophomore, Junior, and Senior Standing, MARK 220
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