Virtually every major consumer brand is sold through a variety of retail channels. The store is where brand and consumer "meet" and the purchase decision is...More >>
Virtually every major consumer brand is sold through a variety of retail channels. The store is where brand and consumer "meet" and the purchase decision is made. In the last twenty-five years, a variety of trends have converged to create a situation today in which major retailers are arguably the dominant influence on a brand's success. The bottom line: consumers are getting harder and harder to reach and influence, and they make 70% of their brand purchase decisions in-store. Retail Marketing has emerged as a key element of the marketing mix. This course will provide students with a solid understanding of the retail landscape, covering all key classes of trade. That understanding of the key retail channels will be integrated with an in-depth review of effective marketing strategies for each channel. And, we will explore how the retail marketing elements are integrated into the overall marketing framework for the brand. We will use text and case study, as well as much current literature. Numerous industry experts, from both the retail and consumer goods world, will be utilized as class speakers.