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.
Upon completion of this course the student will be able to:
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.
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
g. Bankruptcies, Mergers and Acquisitions
h. Retail Location and Organizational Structures
a. Staffing and TrainingRevised 2/02
b. Shoplifting and Theft Reduction
c. Customer Services and Promotion
d. Washington Retail Market
e. Merchandising a Retail Store