MKT 216 is a one (1) semester course designed to give the student an overview of the organization and the management and marketing activities of a retail store. It introduces the many and varied activites requried in oeprating a successful retail outlet in a dynamic business environment. This course examins the organization of the retail establishement to ccomplish its golas in an effective and efficient manner; includes study of site location, internal layout, store operations, and security; examines the retailing mix, the buying or procurement process, pricing and selling; and studies retail advertising, promotion and publicity as a coordinated effort to increase store traffic.

Entry Level Competencies: There are no prerequisites for entry into this course. An understanding of basic marketing and business activities is desirable.

If you do well in this course, you will be able to:

1. Identify current marketing strategies in retailing both domestic and international.
2. Define: What is ret ailing? How does it serve the market? How has the retail commu nity changed? What impact does the ultimate consumer have on retail operations?
3. Explain the dynamic and competitive nature of retailing and its impact on selecting the appropriate method(s) to reach the customer.
4. Analyze management's responsibility to provide customer satisfaction and produce store profits.
5. Explain why the marketing strategies of various well - known retail institutions have been both successful and unsuccessful over time.
6. Give examples of the impact of technology on the retailing process.

Possible Assignments Include: (Subject to change each semester. The actual assignments are available in the Syllabus in the Blackboard course site on the first day of classes.)

Your final grade may be based on the following scale. Please note that you must also pass at least one (1) of the two (2) exams in order to pass the course, regardless of your scores on the other assignments.

There are three (3) online, closed-book exams in this course.

Last Updated: September 13, 2011