YMAS2150 Strategic Marketing in Retail (6 cr)

Open the course unit brochure on Sisu

Study level:

Advanced studies

Grading scale:

0-5

Language:

English

Responsible organisation:

Jyväskylä University School of Business and Economics

Curriculum periods:

2020-2021, 2021-2022, 2022-2023

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The course offers advanced knowledge and understanding of key issues in strategic marketing in retailing

Description

- 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
- sustainabiity in retail business

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

- evaluate the importance of sustainability in retail strategic marketing

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 2017 (3. edition). Strategic Retail Management: Text and International Cases. Springer, .

Literature

Zentes, Joachim, Morschett, Dirk and Schramm-Klein, Hanna 2017 (3. edition). Strategic Retail Management: Text and International Cases. Springer.; ISBN: 978-3-658-10183-1

Completion methods

Method 1

Evaluation criteria:

0-5

Select all marked parts

Parts of the completion methods

Participation in teaching (6 cr)

Type:

Participation in teaching