YMAS2150 Strategic Marketing in Retail (6 op)

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Opinnon taso:

Syventävät opinnot

Arviointiasteikko:

0-5

Suorituskieli:

englanti

Vastuuorganisaatio:

Jyväskylän yliopiston kauppakorkeakoulu

Opetussuunnitelmakaudet:

2017-2018, 2018-2019, 2019-2020

Kuvaus

Sisältö

- structure and development of retail business
- retailing in international business environment
- marketing management in retailing
- retail business models
- consumer behavior in retail context
- retail concepts
- lectures of visiting experts

Suoritustavat

Contact teaching course, spring semester, 4th period. The study methods of the contact teaching course are specified in the study program annually.

Arviointiperusteet

Accepted completion of the designated assignments. The assessment criteria of the course is specified in the study program annually.

Osaamistavoitteet

On successful completion of the course, students will be able to:

- analyze and interpret the development and recent trends of retailing in international context
- examine retail business environment
- understand and execute retail marketing strategies
- analyse different retail business models (incl. traditional and e-commerce)
- analyse and interpret recent trends in consumer behavior in retailing

Esitietojen kuvaus

Completed intermediary level studies in marketing

Oppimateriaalit

Set of research articles assigned by the lecturer.

Additional literature: Zentes, Joachim, Morschett, Dirk and Schramm-Klein, Hanna 2011. Strategic Retail Management: Text and International Cases. Springer.

Kirjallisuus

Zentes, Joachim, Morschett, Dirk and Schramm-Klein, Hanna 2011. Strategic Retail Management: Text and International Cases. Springer.; ISBN: 978-3-658-10183-1

Suoritustavat

Tapa 1

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