Rutgers University 3 credits Marketing
A comprehensive view of retailing and an application of marketing concepts in a practical retail managerial environment. Analysis of current multichannel retail strategies among brick-and-mortar and web-based firms. Topics include the development of a retail format and its strategy; the analysis of a target market; demographic analysis using census data; site selection; retail personnel issues; and retail and category management. Buying, financial analysis, and pricing will also be investigated. Cases will examine current-day changes among prominent retailers, and website content will be analyzed from the perspective of the retailer-customer interface. Prerequisite: 52:630:201.
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