YMAS2150 Strategic Marketing in Retail (6 cr)

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Study level:
Advanced studies
Grading scale:
0-5
Language:
English
Responsible organisation:
Jyväskylä University School of Business and Economics
Curriculum periods:
2017-2018, 2018-2019, 2019-2020

Description

Content

- structure and development of retail business
- retailing in international business environment
- marketing management in retailing
- retail business models
- consumer behavior in retail context
- retail concepts
- lectures of visiting experts

Completion methods

Contact teaching course, spring semester, 4th period. The study methods of the contact teaching course are specified in the study program annually.

Assessment details

Accepted completion of the designated assignments. The assessment criteria of the course is specified in the study program annually.

Learning outcomes

On successful completion of the course, students will be able to:

- analyze and interpret the development and recent trends of retailing in international context
- examine retail business environment
- understand and execute retail marketing strategies
- analyse different retail business models (incl. traditional and e-commerce)
- analyse and interpret recent trends in consumer behavior in retailing

Description of prerequisites

Completed intermediary level studies in marketing

Study materials

Set of research articles assigned by the lecturer.

Additional literature: Zentes, Joachim, Morschett, Dirk and Schramm-Klein, Hanna 2011. Strategic Retail Management: Text and International Cases. Springer.

Literature

  • Zentes, Joachim, Morschett, Dirk and Schramm-Klein, Hanna 2011. Strategic Retail Management: Text and International Cases. Springer.; ISBN: 978-3-658-10183-1

Completion methods

Method 1

Select all marked parts
Parts of the completion methods
x

Teaching (6 cr)

Type:
Participation in teaching
Grading scale:
0-5
Language:
English

Teaching