Course Code: MKTG 205
Academic Year: 2023-2024
This is an introductory retailing course that will examine the fundamental aspects of retailing as a set of business activities that add value to the products and services sold to consumers for their personal use. Students will explore the challenges of the retail industry and determine where and how retailing fits into the marketing process. The course concentrates on the marketplace in Canada with respect to current retail practices, including the increasing sophistication of retail decision-making tools, innovative positioning strategies, the emergence of aggressive international retailers and sustainable business practices. Increasingly retailers are striving to provide a seamless shopping experience by engaging customers through multi-channel options, which include an interactive environment to communicate with and to sell merchandise and services to customers through the internet.