Introduction to
retailing
Strategic
planning in retailing
Marketing review: segmentation and
positioning, consumers’ buying behavior, marketing research, marketing
strategies
Retail
Institutions by ownership: Classification of fashion retailers, direct
stores, concessions and department stores
Franchising,
licensing and acquisition strategies: entry strategies in international markets
Uncontrollable
elements in international markets
Tarif and non-tariff barriers
Retail
Institutions by store based strategy mix. Nontraditional retailing
Retail Operations. Trading area analysis, location analysis, store
development
Stores development, store design and store concept
Visual merchandising techniques
How to manage the supply chain: manufacturers, suppliers, intermediaries
Pricing strategies in retailing
Establishing and maintaining a retail image
Advertising in fashion retailing
Brand identity and luxury goods
Human resources management in retailing. Careers opportunities in fashion,
human resources management
How to monitor store performance: monitoring the retail strategy
Technology in retailing
Ethics and law in retailing
Company cases and guest speakers in class.
Cases: Mystery shoppers, Zara fast fashion, Brioni, Abercrombie, MK acquisitions