BUS 2353 - Retailing

3 Credits

Retailing is the study of the type of business that buys from producers and/or wholesalers and sells to consumers. Students will study retailing formats and structures; merchandise and store positioning; merchandise characteristics; planning and buying; personal selling, advertising, and sales promotion; customer relations; and technology used in retailing. Ethical and legal behavior in retail management will also be discussed.

Course Availability: Offered Spring Semester Only

Course Level Objectives
Upon successful completion of this course, the student will be able to:

Describe the contribution of retailers to the product value chain (PLO 1)
Examine consumer motivations, shopping behaviors, and decision processes (PLO 3)
Relate corporate objectives using competitor analysis and competitive strategy (PLO 2, 3, 4)
Recognize the fundamentals of segmentation (PLO 4)
Describe how retailers differentiate their retail offerings as part of their corporate strategy (PLO 3, 6)
Evaluate the impact of strategic decisions for location, supply chain, information systems, and customer retention programs (PLO 3, 4)
Examine how retailer’s communicate with their customers (PLO 5, 7)
Apply retailing tactics to maximize profit (PLO 4)