Re­tail Mar­ket­ing

Course content

The course deals with retailing from a strategic and marketing point of view and will highlight the store as a ’product’. Based on strategic and marketing theories the course will enable the student to 1) understand and analyse store concepts’ competitive and shopper situation and 2) based on this to formulate and design the store concepts’ strategy and parameter mix.

The course will among other things deal with the following themes: The store’s role in the marketing channel, store formats, the stores positioning and differentiation, shoppers’ attitudes towards and behaviour in stores, segmentation, branding of stores, the experience economy, the stores parameter mix, store design, assortment planning, service and employees in stores, as well as technology and e-stores.