III. Course description

This course presents the customer purchase decision-making process and the factors affecting customer purchases. It is also concerned with retail marketing. The focus is on the nature of retailing, the types of retail competition, the changes that could affect retailing, and the strategies to manage retail companies and stores. The course also provides learners with much information on analyses of retail companies.

IV. Method of teaching

The course is instructed in English. Main instruction methods include lectures of the textbook contents and case analyses. Examples of retail companies will be presented and discussed.

Learners are encouraged to actively participate in class discussions. For more productive class participation, learners should print out the provided materials and read the chapters before attending classes.

Evaluation: Absolute evaluation

Attendance + class participation: 10%
Group assignment: 30% (group oral presentation of a retail company)
Final-term assignment: 60% (individual assignment)

Textbook

Dunne, P. M., Lusch, R. F., & Carver, J. R. (2013). Retailing. Cengage Learning.

Tentative course schedule

Lecture No.	Content
1	Course introduction Understanding customer purchase decisions
Chapter 1: Perspectives on retailing
2	Chapter 2: Retail strategic planning and operations management
Chapter 3: Retail customers
3	Chapter 4: Evaluating the competition in retailing
Chapter 6: Reframing retail strategy

Notes: Changes to this schedule are possible, and all changes will be well announced in advance.