Department of Management, Marketing, and International Business

MKT 354 - RETAILING

College of Business, Stephen F. Austin State University

Note: This "standard" course syllabus is only a guide. Actual requirements for a particular course and section of this course are described in the course section syllabus, which should be obtained from the course instructor at the beginning of the respective semester. Requirements listed herein are subject to change without notice.

Catalog Description: - Retail marketing institutions and their operations.

Prerequisite: Marketing 351

Course Objective: Upon completion, the student should be able to:

• identify the fundamental terms and concepts that are commonly used in marketing and apply them to a retailing operation.
• recognize and appreciate the differences between well-run and poorly run retail operations.
• be sensitive to the differences in domestic and foreign retail operations.
• ascertain the differences between ethical and unethical decisions in retail business situations.
• demonstrate knowledge of the financial measurement tools common to a retail enterprise.

Current Textbook: Contact course coordinator for current textbook.

Evaluation: The student will be evaluated for the purpose of a grade based on multiple-choice and short answer tests, cases, homework from the text, and a term paper.

Course Coordinator:  Dr. Joe K. Ballenger

Course Content:

Required Topics

• Retail Market Structure
• Retailing Environment
• Consumer Behavior
• International Retailing
• Market Strategy
• Financial Strategy
• Location Strategy
• Retail Organization and Human Resource Management
• Retail Distribution and Information Systems
• Merchandise Planning
• Buying Systems
• Purchasing Merchandise
• Retail Pricing
• Promotion Mix
• Store Employees and Security
• Store Layout, Design, and Visual
• Merchandising
• Customer Service
• Selling
• Evaluation and Control

Optional Topics

• Careers in Retailing
• Starting Your Own Business
• Starting a Franchise Business

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