COURSE DESCRIPTION:
Provides an in-depth analysis of the nature of distribution channels and their management of customer service at each stage. Topics include e-channel behavior; channel design; selection, motivation, and control of channel members, types of retailers, retailer marketing decisions, the future of retailing, and wholesaling. This course builds on the knowledge gained in Consumer Behavior as retailing is focused on the consumer behavior experience and services provided to bring the best experiential services to their respective targeted demographics. “Omni-channeling” retailing is the building stone in the fashion industry that furthers the retailing experience to provide optimal customer service at all levels of the retail supply chain to maintain a competitive advantage.
Major Assignments:
The purpose of this assignment was to complete a project which involves the student to “act in a consulting capacity” for a top 100 U.S.-based retailer. Each student will select one of the top 100 U.S. based retailers and perform an in-depth analysis of its overall retail strategy. At the conclusion of the project, students will make recommendations for how the retailer can improve, grow, and become more competitive in the industry.
