ECON 428 - Advanced Marketing

Credits: 4
This course builds on concepts introduced in previous marketing course and focuses on the development and application of omnichannel strategies from both managerial and customer viewpoints. Using real companies, it investigates the elements that comprise an omnichannel strategy (wholesale, retail, franchising, travel retail, online websites) through case studies, projects, and interviews, Then, a special focus is given to all elements that provide the customer experience, including retail location analysis, merchandising, store layout & design, neuro-shopping, shopping anthropology, and customer service. The theory may be applied practically through an off-campus retail tour, for which there may be an additional fee. Must be taken on the letter-grade basis.

 

Prerequisite: ECON 228  or permission of instructor.

Distribution Requirements: SB.