Retail marketing & logistic

Descriptif

Retail marketing and logistics are fundamental to creating customer value and achieving competitive advantage in today's rapidly evolving retail environment. The growth of e-commerce, digital technologies, and changing consumer expectations has transformed retailing into an integrated omnichannel ecosystem, requiring retailers to coordinate marketing, distribution, and logistics across both physical and digital channels. However, many organizations continue to confuse omnichannel retailing with multichannel and cross-channel approaches, limiting their ability to deliver seamless customer experiences and effectively manage integrated retail operations.

This course provides a comprehensive understanding of retail marketing and logistics from both the retailer's and the consumer's perspectives. It examines how retailers create customer value through strategic decisions related to retail formats, customer experience, merchandising, pricing, promotion, distribution channels, inventory management, warehousing, transportation, and last-mile delivery. Following the management framework of Analysis, Planning, Implementation, and Control, the course equips students with the analytical and managerial skills needed to evaluate retail environments, formulate omnichannel retail marketing and logistics strategies, implement integrated distribution solutions, measure performance, and develop contingency plans for managing operational and market uncertainties. By the end of the course, students will be able to design a structured one-year omnichannel retail marketing and logistics plan that responds to evolving customer expectations and advances organizational competitiveness.