Retail Dogma

Foundations of Marketing for Retail Businesses

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Overview

In this introductory course students will learn the fundamentals of marketing as a process to creative deliver and communicate value to the customers.

At its core, marketing is more than just communication. It is a process, that, when understood and applied correctly, can give a business a competitive advantage, by allowing to get ahead of the competition by identifying demand opportunities and creating matching product offerings.

This course shows why marketing should be understood and applied by anyone making decision such as:

  • Product development and sourcing
  • Merchandise allocations
  • Pricing
  • Choosing store locations

That’s why this course is going to be a prerequisite course for following courses in buying, merchandising and pricing.

The course explains the concepts, with examples from retail business, and a real-life case study from a fashion brand that failed to understand marketing segmentation.

At the end of the course, we use an exercise for applying the lessons we’ve learned in the course on creating a hypothetical clothing line.

Foundations of Marketing Course Objectives

Upon completing this course, you should be able to:

  • Understand the fundamentals of marketing
  • Know the different types of demand
  • Understand segmentation
  • Understand the value creation & delivery process
  • Know how to apply this knowledge to different aspects of retailing

Upon completing the course and passing the final assessment, students get a course completion certificate.