《New Retail Marketing》Syllabus
Course Number: 2110060807
Course Name: New Retail Marketing
Instructors: Busen
Required Text: Liu Yang Yang Bo. New Retail Management Practice [M].
Shanghai: Fudan University Press, 2020.
Course Description: New Retail Marketing is a compulsory course for the platform of business administration co-education majors. New Retail Marketing examines the process of marketing activities and its regularity in modern retailing centered on consumer needs. The knowledge of the course mainly includes: new retail organization evolution law, new retail industry, retail strategy, shopping district and site selection, merchandise and purchasing, store management, loss prevention and safety management, chain operation and new retail marketing management and other retail business knowledge. Through the study of this course, students can master the knowledge system of new retail management and related principles, analyze the new retail and business conditions, have strong learning ability, innovation ability, master the basic operating skills of retail business management, creatively apply the knowledge gained to analyze and solve the problems of new retail operation and management, and cultivate new retail marketing talents.
Credit/Teaching Hours
Outline of UG CPC Topics Covered in this Course: (3Credits/48 Teaching Hours)
I Introduction to New Retail | 4 Teaching Hours |
Section 1. Retail Characteristics and Functions Section 2. The Evolutionary Laws of Retail Organization Development Section 3. Connotation and Characteristics of New Retail |
II New Retail Business Management | 6 Teaching Hours |
Section 1. Retail Format and Its Classification Basis Section 2. Retail with Stores Section 3. Non-Store Retail Formats Section 4. Other New Retail Formats |
III New Retail Strategy Management | 2 Teaching Hours |
Section 1. New Retail Business Models New Retail Business Models Section 2. New Retail Business Models New Retail Business Strategy Section 3. New Retail Competitive Strategy Section 4. New Retail Expansion Strategy |
IV Chain Management | 4 Teaching Hours |
Section I. Concept and Characteristics of Chain Operation Section 2. Types of Chain Operation Section 3. Chain Business Format Section 4. Chain Expansion Patterns and Paths |
V Retail Circle and Site Selection | 4 Teaching Hours |
Section 1. Theory of Business Circle Section 2. Location Selection Strategy |
VI Retail Purchasing Management | 4 Teaching Hours |
Section 1. Retail Purchasing Management Section 2. Supplier Management Section 3. Purchasing Decision Making Section 4. Merchandise Inventory Management |
VII Retail Merchandise Management | 4 Teaching Hours |
Section 1. Merchandise Strategy Section 2. Category Management and Individual Product Management Section 3. Private Label Development |
VIII Retail Store Layout and Product Display | 4 Teaching Hours |
Section 1. Space Design and Layout of Retail Stores Section 2. Merchandise Display Design Section 3. Vividization Management |
Ⅸ Retail Safety and Loss Prevention Management | 4 Teaching Hours |
Section 1. Retail Safety Management Section 2. Retail Loss Prevention Management |
X Retail Service Management | 2 Teaching Hours |
Section 1. Retail Service Characteristics, Types Section 2. Retail Service Design Section 3. Retail Service Quality Improvement |
XI New Retail Operation Management | 6 Teaching Hours |
Section 1. New Retail Brand Operation Section 2. New retail data operation Section 3. New Retail Experience Marketing Section 4. New Retail Membership Marketing |
Total (Teaching Hours) 48
Summary of UG CPC Topics Covered in this Course: (48 Hours of instruction)
a. | Marketing | 6 Teaching Hours |
b. | Business Finance | 0 |
c. | Accounting | 0 |
d. | Management | 0 |
e. | Legal Environment of Business | 2 Teaching Hours |
f. | Economics | 0 |
g. | Business Ethics | 4 Teaching Hours |
h. | Global Dimensions of Business | 6 Teaching Hours |
i. | Business Communications | 10 Teaching Hours |
j. | Information Systems | 0 |
k. | Quantitative Techniques/Statistics | 0 |
l. | Business Policies | 10 Teaching Hours |
m. | Integrating Experience | 10 Teaching Hours |
| Total Number of Teaching Hours Covering CPC | 48 Teaching Hours |
