Retail Marketing Management
Retail Marketing Management
Our Career Training in Retail Marketing Management is an intensive training that introduces students with the evolving nature of retailing, including up-to-date data, current and Canadian examples, and cutting edge information on trends in retailing. Focusing on a broad spectrum of retailers, students uniquely examine key strategic issues with an emphasis on the financial considerations and store management issues that are particular to the Canadian experience.
This training covers three major courses: 1. Retail Marketing Management I (25 hours); 2. Retail Marketing Management II (25 hours); 3. Retail Digital Marketing (30 hours).
Retail Marketing Management I (25 hours)
Course Description
This course is first part of Retail Marketing Management that gives the student to explore the basic retail business concept and retail strategies. This training is starting with global trends and narrowing the focus to North American issues and ultimately examining the most important issues facing British Columbia and Vancouver retail sectors. Students will able to explain and apply strategies for building and maintaining customer loyalty through branding, websites, social media and exemplary customer service.
Prerequisite: None
Description of Modules
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Chapter 1 |
Introduction to the world of retailing |
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Chapter 2 |
Types of Retailers |
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Chapter 3 |
Customer values, services and retailing technologies |
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Chapter 4 |
Retail market strategy overview |
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Chapter 5 |
The retail environment: a situational and competitive analysis |
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Chapter 6 |
Retail locations Strategy – trade area decisions and site assessment |
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Chapter 7 |
Store design, layout, and visual merchandising strategy |
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Chapter 8 |
International retailing strategy |
Retail Marketing Management II (25 hours)
Course Description
This course is second part of Retail Marketing Management that focuses on retail financial management and store management. This course will enable students to design a store layout by applying the basic principle of merchandise and buying strategies, and analyze profit path, merchandise turnover and other measures used to assess retailer’s financial performance. In addition, the legal, ethical and sustainable issues and their impact on retailing will be covered and discussed in this course.
Prerequisite: Retail Marketing Management I or equivalent.
Description of Modules
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Chapter 1 |
Retail financial strategy |
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Chapter 2 |
Retail information systems and supply chain management |
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Chapter 3 |
Retail merchandise management |
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Chapter 4 |
Buying strategies |
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Chapter 5 |
Retail pricing |
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Chapter 6 |
Human resource management and staff training issues |
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Chapter 7 |
Building customer loyalty: customer relationship management and service strategies |
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Chapter 8 |
Developing an effective integrated retail communication mix |
Retail Digital Marketing (30 hours)
Course Description
This course provides the student with retail e-Marketing techniques and strategies that can help any forward-thinking organization be competitive in today's business environment. Key areas that promise to leverage the power of Internet are: customer relationship management (CRM); 1:1 marketing; permission-based e-mail marketing; viral marketing; attributes of a good Website and Website marketing goals; Website promotion/search engine positioning/ranking, and key Internet technologies/terminologies/acronyms.
Prerequisite: Retail Marketing Management II or equivalent.
Description of Modules
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Chapter 1 |
Introduction to E-Marketing |
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Chapter 2 |
Strategic E-Marketing and Performance Metrics |
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Chapter 3 |
The E-Marketing Plan |
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Chapter 4 |
Global E-Marketing |
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Chapter 5 |
Ethical and Legal Issues |
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Chapter 6 |
E-Marketing Research |
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Chapter 7 |
Consumer Behavior Online |
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Chapter 8 |
Segmentation, Targeting, Differentiation, and Positioning Strategies |
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Chapter 9 |
Product: The Online Offer |
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Chapter 10 |
Price: The Online Value |
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Chapter 11 |
The Internet for Distribution |
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Chapter 12 |
E-Marketing Communication |
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Chapter 13 |
Customer Relationship Management on e-business |
Marking Scheme
This course has in-class exercises weights 25%, assignments weighs 50%, and one final project weigh 25% toward the final grade.
Instructors have the discretion to make changes to the marking scheme deemed necessary. For details, please refer to individual class syllabus.
Grading scale:
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A |
94 – 100% |
C+ |
75 – 79% |
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A- |
90 – 93% |
C |
70 – 74% |
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B+ |
86 – 89% |
D |
60 – 69% |
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B |
83 – 85% |
F |
0 – 59% |
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B- |
80 – 82% |
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Total Training Hours: 80 hours
Training Frequency: 3 hours at one time; twice a week; schedule with trainers
Training Durati 3600.00
Instructors / Trainers: Jeff Chiang / TBA
Class Capacity:
On-campus Training: Maximum 15 students per class
On-site Training: Maximum 10 students
