Retail & Omnichannel Marketing

Uitgebreide vaknaam	Retail & Omnichannel Marketing
Leerdoelen	Upon completion of the course the student is able to: 1). Explain the content of retail marketing and omni-channel decisions on a strategic and a tactical level; 2). Explain how retail mix decisions are related to strategic retail marketing and omni-channel decisions; 3). Explain the shoppers' decision making process and its impact on retail marketing and omni-channel decisions; 4). Critically evaluate and discuss the academic retail marketing and omni-channel literature; 5). Use relevant insights from retail and omni-channel marketing theory to solve real-life retail marketing cases.; 6). Use marketing research techniques and data analytics to support your decisions in the retail cases; 7). Explain how the retail business functions in practice; 8). Communicate the results of the real-life cases both orally and in writing in a professional manner.
Omschrijving	The Retail & Onnichannel Marketing elective focuses on several strategic and operational topics relevant to the highly competitive and volatile retail markets. In the first part of the course we will focus on the topic of omni-channel marketing. This concerns the strategic decisions that retailers make with regard to the channels used to sell their products (stores, online, catalogues) as well as the customer journey that consumers go through in their path-to-purchase (and beyond). The theory of the first part of the course can be used in assignment 1. In the second part of the course, we will focus on how retailers make (more operational) decisions with regard to the retail-mix like price setting, promotions, and assortment. We will discuss state-of-the art theory related to the selected topics. The theory of the second part of the course can be used in assignment 2.
Uren per week	4
Onderwijsvorm	-gastcollege ,  -hoorcollege ,  -werkcollege
Toetsvorm	-groepsopdracht,  -groepspresentatie,  -schriftelijk tentamen (open vragen),  -verplichte aanwezigheid (Peer assessment is also part of the course assessment. Mandatory attendance only applicable to the 2 tutorials.)
Vaksoort	master
Coördinator	prof. dr. C.S. Noordhoff
Docent(en)	Guest Lecturer(s) ,prof. dr. C.S. Noordhoff ,dr. J.A. Voerman
Verplichte literatuur	Titel Auteur ISBN Prijs Retail Disruptors, published October 2018 Steenkamp, J.B., L.M. Sloot 9780749483470 ca. €  24,00 Selected articles from highly ranked scientific marketing, retail and general management journals Various
Entreevoorwaarden
Opmerkingen	Secretary Marketing (B.Wever): room 5411-0334, phone +31(0)50 3637065, email: marketing.education@rug.nl
Opgenomen in	Opleiding Jaar Periode Type MSc Marketing  (basisprogramma Marketing Analytics and Data Science (MADS)) 1 semester I b keuzegroep MSc Marketing  (keuzevakken A Marketing Management) 1 semester I b keuze