MKT 465Fashion and Retail Strategic Planning

Retailing is changing today, and the successful business must know how to identify, adapt, and plan with the changes, without moving away from its core competencies. This course provides the student with a comprehensive view of fashion and retailing, and the applications of marketing concepts necessary for a practical retail managerial environment. The development of a retail format and its strategy, current multi-channel retail strategies (among bricks-and-mortar and web-based firms), retail personnel issues, and category management will be reviewed and analyzed. The course will also investigate the changing role of e-commerce in fashion and retailing.