University of Pennsylvania

Retail Marketing Strategy

This course is part of Omnichannel Retail Strategy Specialization

Taught in English

Some content may not be translated

Barbara E. Kahn

Instructor: Barbara E. Kahn

8,600 already enrolled

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Course

Gain insight into a topic and learn the fundamentals

4.8

(220 reviews)

Beginner level
No prior experience required
7 hours (approximately)
Flexible schedule
Learn at your own pace

Details to know

Shareable certificate

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Assessments

4 quizzes

Course

Gain insight into a topic and learn the fundamentals

4.8

(220 reviews)

Beginner level
No prior experience required
7 hours (approximately)
Flexible schedule
Learn at your own pace

See how employees at top companies are mastering in-demand skills

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Build your subject-matter expertise

This course is part of the Omnichannel Retail Strategy Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 4 modules in this course

In this module, you will observe changes in the retail industry that have occurred in recent years. You'll start by examining the "retail apocalypse" of 2017 and then review how COVID-19 has transformed consumer behaviors in retail. You will assess retailer response in omni-channel spaces with regards to customer service and brand loyalty. By the end of this module, you will be able to relate these concepts in a way that both increases customer value and creates a superior competitive advantage.

What's included

5 videos1 reading1 quiz

In this module, you will identify retail strategies adopted by major retailers such as Amazon, Walmart, and Target. You'll utilize the Kahn Retail Success Matrix to analyze the competitive advantages among these retailers and discuss the importance of growth mindset within the retail industry. You will also assess differences in approaches used by luxury brand retailers and how culture factors into their success. By the end of this module, you'll be better able to leverage technology to reduce friction in a customer's shopping journey.

What's included

4 videos1 reading1 quiz

In this module, you will continue to explore the value of omnichannel retail strategy. You'll examine the importance of innovation in online/offline spaces and will identify specific examples of successful use cases in both digitally native and legacy brand retail spaces. You will also identify trends in "New Retail" by identifying the culture-specific expectations of consumers in China. By the end of this module, you will be able to identify key global trends in retail.

What's included

4 videos1 reading1 quiz

In this module, you will examine brand strategy. You will answer the question "What is a brand" by exploring the formal, conceptual, and realistic definitions. You will review the ways in which consumers have driven many organizations to adopt a purposeful branding and will assess specific examples how organizations align themselves with social causes of brand strategy. By the end of this module, you'll be better able to assess how the pandemic, and consumer behavior as a result, has driven revolutionary changes in the future of brand strategy.

What's included

5 videos1 reading1 quiz

Instructor

Instructor ratings
4.9 (87 ratings)
Barbara E. Kahn
University of Pennsylvania
4 Courses408,174 learners

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4.8

220 reviews

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