NVCC COLLEGE-WIDE COURSE CONTENT SUMMARY
MKT 216 - RETAIL ORGANIZATION AND MANAGEMENT (3 CR.)

COURSE DESCRIPTION

Examines the organization of the retail establishment to accomplish its goals in an effective and efficient manner. Includes study of site location, internal layout, store operations and security. Examines the retailing mix, the buying or procurement process, pricing and selling. Studies retail advertising, promotion and publicity as a coordinated effort to increase store traffic. Lecture 3 credit hours.

GENERAL COURSE PURPOSE

MKT 216 is a one-semester course designed to give the student an overview of the management and marking activities of a retail store. It introduces the student to the many and varied activities required in operating a successful retail outlet in a dynamic business environment. Emphasis is placed on the specific nature of the Washington metropolitan market and the retail businesses in this market.

ENTRY LEVEL COMPETENCIES

An understanding of basic marketing and business activities is desirable.

COURSE OBJECTIVES

Upon completion of this course the student will be able to:

    a. Identify current marketing strategies in retailing both domestic and international.
b. Answer these questions correctly: What is retailing? How does it serve the market? How has the retail community changed? What impact does the ultimate consumer have on retail operations?
    c. Explain the dynamic and competitive nature of retailing and its impact on selecting the appropriate method(s) to reach the customer.

    d. Analyze management's responsibility to provide customer satisfaction and produce store profits.

    e. Explain why the marketing strategies of various well-known retail institutions have been both successful and unsuccessful over time.

    f. Discuss the impact of technology on the retailing process.

MAJOR TOPICS TO BE INCLUDED
    a. Current Retail Marketing Strategies, Trends and Innovations

    b. Successful and unsuccessful retail marketing strategies

    c. Methods of Reaching the Customer

    d. National and International Retailing Strategies

    e. Technology and its Impact on Retailing

       
    f. Managementís Responsibilities for Creating Customer Satisfaction and a Profitable Business

    g. Bankruptcies, Mergers and Acquisitions

    h. Retail Location and Organizational Structures

EXTRA TOPICS (optional)
a. Staffing and Training

b. Shoplifting and Theft Reduction

c. Customer Services and Promotion

d. Washington Retail Market

e. Merchandising a Retail Store

Revised 2/02

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