Retail Management

Synopsis

MKT353 Retail Management aims to enhance the understanding of principles of traditional and contemporary retail strategies. In this course, students will learn fundamentals of retail theories as well as contemporary marketing practices. The course discusses the importance of technology and digital retailing, multi-channel and omni-channel strategy. It also examines retail market strategies, consumer behavior in retail, merchandising, retail pricing and communication strategies.

Level: 3
Credit Units: 5
Presentation Pattern: EVERY JULY

Topics

Overview and basic understanding of retail management
Strategic retail management process
Elements of digital retailing
Multichannel and omni-channel retailing
Mobile and social retailing
Retail location decisions
Trade area analysis and selection
Merchandise management process
Retail pricing strategies
Consumer buying decision processes in retail context
Communication through new and traditional media channels
Retail customer relationship management programs
Collection and analysis of customer shopping data

Learning Outcome

Develop an understanding of the 7C framework of digital retailing
Appraise the various multi-channel and omni-channel retail strategies
Plan and define retail strategy
Evaluate the buying decision process for retail patronage
Demonstrate essential proficiency in written and verbal communication skills
Apply the retail management knowledge and information to recommend retail strategies in particular scenarios

Full-time Programmes Part-time Programmes / CET Courses

Singapore University of Social Sciences

Retail Management