2024-2025 Undergraduate Catalog

MKG 431 Retail and E-commerce Strategy

Examines retail and e-commerce industry and its strategies for success. Topics include retail and e-commerce market segmentation and positioning, strategies used to promote retail brand image, digital marketing strategy, techniques used to select store sites, strategies to create market entry, and other competitive strategies. Students will also learn about the blending of physical and digital retail spaces and their promotional strategies.

Prerequisite: MKG 300.

Credits

3