MARK 468 - E-Commerce and Retailing

Course Career Undergraduate
Units 3
Approved Hours 3-0-0
Fee index 6
Faculty Business
Department Marketing, Business Econ & Law
Typically Offered either term

Description
Students are introduced to the activities involved in connecting consumers with products and services through a combination of electronic commerce and traditional retail channels, with an emphasis on the integration of the two. Topics include: customer acquisition and retention, assortment selection, layout and design, service management, security, customer retargeting and re-engagement, physical location optimization, shopping behavior, pricing strategy and current trends. The application of marketing planning and analytics for e- commerce and retailing are also examined. Prerequisite: MARK 301.