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:

2023-2024

Avainteksti

The course offers advanced knowledge and understanding of key issues in strategic marketing in retailing

Kuvaus

- 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
- sustainability in retail business

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

- evaluate the importance of sustainability in retail strategic marketing

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 2017 (3. edition). Strategic Retail Management: Text and International Cases. Springer, .

Kirjallisuus

Zentes, Joachim, Morschett, Dirk and Schramm-Klein, Hanna 2017 (3. edition). Strategic Retail Management: Text and International Cases. Springer.; ISBN: 978-3-658-10183-1

Suoritustavat

Tapa 1

Arviointiperusteet:

0-5

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Osallistuminen opetukseen (6 op)

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