Retail Marketing

Course Description

This course presents strategies for capitalizing on consumer behavior and growing retail market share through the application of research, advertising, and innovative retail marketing tactics. Students will be prepared to execute the elements of the marketing mix to be successful in a retail setting.

Topics and Objectives

Retail Marketing Research

  • Describe the uses and importance of primary and secondary research in a retail environment.
  • Conduct retail market research.
  • Select target markets for a retail organization.

Location, Location, Location

  • Choose retail locations.
  • Illustrate merchandise presentation for various retail environments.

Retail Pricing

  • Analyze retail pricing strategies.
  • Develop a retail pricing strategy.

Retail Communications

  • Design an effective marketing communication plan.
  • Develop strategies for creating awareness, interest, desire, and action in retail consumers.

Trends in Retail Marketing

  • Identify trends in retail marketing.

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