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Detailed Course Information

 

Fall 2017
Nov 23, 2017
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MARK 232 - Global Retail Marketing
Fundamental concepts, principles, and theories of retailing in a global setting with an emphasis on retail marketing are considered. The course focuses on the strategic decisions that global retailers must make to create and sustain compelling value offerings to their customers and develop competitive advantage in an era of rapidly changing consumer behavior and competitive offerings This course will provide a framework and a set of concepts focused on the retail industry but interrelated to the core marketing concepts taught at Georgetown. The course will be based on the customer-centric retail marketing concept and will examine the structure of retailing and distribution channels; customer buying behavior; retail marketing strategy; location decisions; product/merchandise planning; retail communication mix; and pricing strategies. A global perspective and examination of variations in foreign retail markets are underpinnings of the course. The material is presented from the point of view of marketing managers. Cases and original studies are discussed.

1.500 Credit hours
1.500 Lecture hours

Levels: Undergraduate
Schedule Types: Lecture

Marketing Department

Course Attributes:
Mean Grade is Calculated

Restrictions:
Must be enrolled in one of the following Majors:     
      Accounting
      Business Administration
      Finance
      Int'l Business Regional Stds
      International Business
      Int'l Political Eco Business
      Marketing
      Management
      Operations & Information Mgmt
      Undeclared Business
Must be enrolled in one of the following Classifications:     
      Sophomore
      Senior
      Junior

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