MKT 404 - Retailing in the Internet Age

3 Credit(s) | Lecture |
Course can be counted for credit once

Description:
Retailing goods and services to consumers has always taken a wide variety of forms, from the single-unit entrepreneurial enterprise to the shopping mall to the regional or national chain. In recent years shopping on the Internet has been added to the options available to the retail customer. This course covers all aspects of traditional retail marketing from site selection to merchandising policies to evaluation of effectiveness. It pays special attention to the new techniques and strategies required for business to consumer e-commerce and to the challenges presented by the need to integrate e-tailing into existing retail businesses.

Enrollment Requirements:
Prerequisites: MKT 301 and a minimum of 60 credits

Management students only

021378:1