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To understand retail marketing and e-tailing principles at
a senior level and learn how to manage a retail operation
from e-commerce, entrepreneurial, corporate chain perspectives!
To gain strategic insight into retail concepts, environmental
forces, technological issues, relationship theory, financial
implications, retail competition, electronic variables, shopping
behavior, retail target segmentation, trade area geography,
and other retail factors than impact marketing planning!
Learn how to develop a retail marketing plan and implement
retail strategy within various environments using marketing
research, information systems, competitive differentiation
and e-commerce tools!
Distinguish & create retail profit $ opportunities for
new product, service & e-commerce strategic development
in Markets from a domestic, global, and virtual orientation
via channels, of distribution!
Figure out retail buying behavior characteristics that impact
franchising, transactional E-tailing, Category Management
and various Channels using product, pricing, distribution,
and promotion, policy, and other P's!
Study the latest strategic developments @ E-Commerce, Internet,
IMC, Relationship, Database/Direct, Regional, and Entrepreneurial
marketing and how to apply them in a comprehensive retail
marketing plan!
Gain insight into ethical and privacy issues in retailing
and e-commerce relative to technological, political, environmental
forces, international cross-cultural issues, and other variables
that impact strategic marketing planning, vendor alliances,
relationship marketing, and logistical distribution!
The class is an interactive lecture, presentation, and guest
speaker format where discussion is encouraged. Time constraints
of ½ term and late night scheduling will be demanding
and it is suggested that students NOT MISS ANY CLASS SESSIONS
and drink lots of coffee (as needed)! Students will have the
opportunity to participate in the preparation and delivery
of a brief group case/industry project and/or write an individual
paper. Selected industry guest speakers will provide presentations
from a "real-life" practical perspective to enhance
the learning environment. Multi-media formats will be utilized,
including live broadcast, (depending upon facility) on site
interaction, power point, video, and audio presentations.
There may be the opportunity for off site field trips for
selected topics to be determined. Class participation, contribution,
and attendance will be noted, recognized, and rewarded in
grading. Please notify the instructor, in advance preferably
via email for permission if you must miss any class session.
A final exam will be administered based on required readings,
class lectures, and presentations. Read all assigned material
in advance of the class lecture and be prepared to meaningfully
contribute to the class discussion.
TEXTBOOK(S):
REQUIRED: Berman & Evans (2001). Retail Management. 8th
Edition, Prentice Hall Publishing. Web Site: www.prenhall.com/bermanevans
SECONDARY: Electronic Commerce: A Managerial Perspective (2000).
Turban, Lee, King, Chung, Prentice Hall. Web Site: www.prenhall.com/turban
OTHER SELECTED CLASS READINGS AND MATERIALS:
Internet Exercises & Weekly Emails Assignments Will Be
Given In Conjunction with Readings and Chapters.
Reconnecting with Customers: Building Brands & Profits
in the Relationship Age, Jack Myers.
Marketing One to One, electronic publications & videos
by Don Peppers & Martha Rogers
A Marketing Bibliography & Journal Research Listing will
be distributed for you to select readings.
All Articles and handouts distributed in class & relevant
materials handed out by speakers.
A "How To Do Graduate Research in the Library &
On-line" and "How to Find Stuff" Handout.
Pick One - All students must select one of the options listed
below (either/or) I've tried to make this as interesting as
possible for you to incorporate the class learning in a fun
way:
1. ENTREPRENEUR VS CHAIN - Retail Marketing of Two Different
Types of Stores
Students are to analyze two different retail approaches such
as an independent drug store compared to a national chain
or a local small "Mom and Pop" hardware compared
to a Home Depot or Lowes. Prepare an analysis of the impact
of competitive forces and market factors in terms of entrepreneurial
forces as compared to traditional retail chain marketing.
This report should include a historical overview of the marketing
evolution, business financial issues/costs, growth strategies,
and product life cycle issues. Retail knowledge from the class
will provide a framework including a complete literature review
of articles, site research, and other sources.
2. ATMOSPHERICS ON SITE - Retail Marketing of Single Store
Location Indepth Site Analysis & Audit
Select a store that you are particularly interested in and
do a site location audit. It may be a mall location or free
standing retailer. Examples might be "destination"
stores that have a unique ambiance or different way of creating
store atmosphere. These include The Great Indoors, Rainforest
Café, Mongolian BBQ, Pier One, PetSmart, Canterbury
Village, Imports, Eastern Market, Detroit Institute of Arts
Gift Shop, or other such establishments (yes Restaurants may
be included too, they are retail food service establishments!)
Explain the market dynamics, demographics, and other key atmospherics
issues driving the marketing, services, policies, promotions,
public relations, advertising, in-store signage and other
factors. You should gather material, news stories, and even
interview others about why they like the feeling of the place.
Use your retail marketing knowledge to strategically analyze
this what creates the store ambiance and image. Also, be sure
to get permission from the manager and identify yourself as
a student doing a project in advance and try not to interfere
with customer sales.
3. WEB STRATEGY -E-tailing Students are to prepare the actual
or hypothetical start-up of an E-Commerce Internet or "dot.com"
company. This may be accomplished in a group or individual
format of approximately 4-5 individuals. It is suggested that
the team break up the assignment into web strategy, creative,
media, integrated marketing, relationship, target segments,
domain development, naming, research etc. for maximum productivity.
Each member must contribute to the effort to the satisfaction
of the group to receive the group grade. The purpose of this
assignment is to provide a real life experience of starting
up an e-commerce dot.com based on the insight gathered in
this process combined with course learning. When possible,
students should conduct brief surveys of what others think
of the dot.com for supporting research. One example might
be a used text consortium, or reverse auction site.
4. Additional Options - Apply the same approach as above
to other approved topics, with approval:
Library, online, and survey research are recommended for
these assignments. The final presentations should be professional
and interesting. Students should submit a copy of the presentations
on a computer disk, as well as hard copies and handouts of
any presentation materials for grading purposes by the deadline
date.
EXAMINATIONS:
The Exams will be comprised of multiple choice, true and false,
math, and essay questions. The test will cover material from
textbook, assigned readings, guest speaker topics, presentations,
lectures & discussions. Students will have the entire
class period for the exam completion.
CLASS PARTICIPATION, DISCUSSION, AND ATTENDANCE:
Students enrolled in the course are expected to try to attend
every class session. The instructor should be notified in
advance, if possible of absences. Students missing more than
one class should try to get notes from the in-class material
to keep up on the course discussions. Please remember to treat
colleagues, guests and the instructor with courtesy and respect
in accordance with appropriate academic behavior.
GRADING POLICY:
25% GROUP or INDIVIDUAL PROJECT
20% MIDTERM EXAM
25% FINAL EXAM
25% WEB & MATH EXERCISES
5% ATTENDANCE & CLASS PARTICIPATION
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100% 100 POINTS MAXIMUM CLASS TOTAL
*Incomplete or deferred grades will be granted only in cases
where a documented medical or other emergency prevents the
student from completing the class and a substantial portion
of the course work has already been completed and graded.
In all cases WSU policy and procedure must be followed.
Thurs, Sept 7 TOPIC: Overview of Retailing & E-Tailing
in the E-Commerce Era
Distribute syllabus & course orientation
Chapter 1-Berman Retail
CLASS DISCUSSION Qs: From Pompeii to Amazon.com, what are
the roots of the marketplace? How does the historical evolution
of retailing impact the strategic orientation of e-tailing
in today's business environment? Why are you interested in
this course and what do you hope to get out of the class?
Thurs, Sept 14 TOPIC: Building Relationships and Strategic
Planning in Retailing
Chapter 2, 3-Berman Retail
CLASS DISCUSSION: Why is the customer so important? How can
relationship marketing in retailing enhance profitability?
What are strategic opportunities for e-tailing in the increasingly
accessible global village? Can retailers plan given seasonal
issues, and other constraints and unknown factors?
Web Exercises: www.amazon.com www.netgrocer.com www.buy.com
Thurs, Sept 21 TOPIC: Situation Analysis Framework for Retailing,
Ownership & Store Strategy
Chapter 4,5-Berman Retail
CLASS DISCUSSION: What are the types of retail formats? Define
the Wheel of Retailing? Identify some channel issues in retailing
and e-tailing? How does the retail life cycle differ from
the product life cycle? Discuss "Scrambled Merchandising"
& category segmentation? Why are drug stores appearing
on every corner now?
Web Exercises: www.blockbuster.com www.etoy.com www.toysrus.com
Select web site of one of the 12 Oaks Mall Stores and visit
it in advance like Gap etc.
"REAL LIFE" FIELD TRIP TO 12 OAKS MALL IN NOVI
meet in front of Hudsons on first level for retail store format
tour, specialty, department, museum shop, food.
Thurs, Sept 28 TOPIC: Electronic Commerce Retailing, Web Based
& Non-traditional Retailing
Chapter 6-Berman Retail, Chapter 1, 2 - Turban E.Com
CLASS DISCUSSION: How do Auto Dealers operate in many ways
as retailers? Is it possible to developing informational interactive
web sites that do not cannibalize sales? How can offering
information via the web impact the retail purchase process?
CASE: 5 Star Retail Strategy & DaimlerChrysler's PT Cruiser
Launch/COIN
Web Exercises:DC, Ford, GM www.aucnet.com,www.manheim.com
www.autobytel.com
"Real Life" Guest Speaker, Soon to be Dr. Jane
E. Fitzgibbon, DaimlerChrysler
Manager Dealer Technologies, Dave Marold, Past President,
DMAD, Maritz
Thurs, Oct 5 TOPIC: Targeting Customers, Internet Consumer
Behavior & Information Gathering
Chapter 7, 8 - Berman Retail, Chapter 3 - Turban E.Com
CLASS DISCUSSION: How does consumer behavior differ on the
web, what types of customer segments are accessible online,
how does E-Tailing use many of the direct
marketing principles, what are the purchasing patterns, lifestyle
trends, cannibalization issues online. What information &
data collection is possible via the Internet?
Case:Nielsen Channel Web Exercises:www.demographics.com www.acnielsen.com
"Real Life" Anti-Tobacco Social Cause, Event Marketing,
Marketing the Arts, Guest Speaker James Zeff, Entrepreneurial
Wizard from StarTrax, AMS, Maritz…
DIRECT MARKETING INTERACTIVE DAY, Reg7:30am-3:15pm Westin
Southfld
Thurs, Oct 12 TOPIC: Choosing a Location, TAG, Cyber Space,
Domain & Site Selection
Chapter 9, 10 - Berman Retail, Chapter 5 - Turban E.Com
CLASS DISCUSSION: How do you determine the optimal physical
location of where to base a store? What is the process of
choosing a domain name and site listings? How can trade area
geography issues impact retailing? What does globalization
mean in terms of customer access? When is site conversion
preferred to new construction? How can consumer lifestyle
trends be leveraged in retail formats?
Web Exercise: www.caliper.com
"Real Life" THE FAMOUS KOGLER BROTHERS - Bela Kogler
of Time Inc.'s Progressive Farmer Magazine and Stefan Kogler,
Digital Interactive Guru at Doner Ad Agency plan to perform
amazing feats of creativity in non-traditional branding and
Digital Interactive E-Tailing. (Be sure to ask about the "Noir
Leather" ads too!)
Math #1 Due
Thurs, Oct 19 TOPIC: Managing a Retail Business, HR, B2B,
B2C, EDI & JIT
Chapter 11 - Berman Retail, Chapter 6 - Turban E.Com
CLASS DISCUSSION: What are some of the human resources issues
in retail? How has technology affected the skill set and service
knowledge required? Why are many retailers hiring more demographically
diverse staff in terms of age, race, etc? How can Electronic
Data Interchange help operations? What is just in time and
how does it affect inventories? Describe the difference between
B2B and B2C?
Case Study: Eckerd Drug, IBM
Web Exercise: www.careersinretailing.com, www.hotjob.com,
www.webplaza.com www.careermag.com www.jobweb.org www.careerpath.com
"Real Life Part 1" Eckerd Drug Chain Building Brand
Equity Using IMC and Custom Publishing, Video, The Emotional
Bottom Line, Guest Speaker Denise Rossman, SKM.
National Geographic's "Dan Life of Riley" Survival
Preparation for exotic journeys?
(OUR VERY OWN VERSION OF SURVIVOR…REST UP FOR THIS GROUP
THINK!…)
"Real Life Part 2" HR Management Simulation SURVIVAL
TASK research exercise of decision making across multiple
modes of communication from face to face, computer mediated
chat, and video with Psychology Guy Michael Sherman, doctoral
candidate.
Thurs, Oct 26 TOPIC: Entrepreneurial Financial, Operational
& InterNet Start-ups
Chapter 12, 13 - Berman Retail, Chapter 7 - Turban E.Com
CLASS DISCUSSION: How do financial decisions impact operations
and planning? What are the differences in cost structure based
on different types of stores? How does this compare to the
Internet? Why are inventory decisions based upon buying, seasonality,
sales, and demand patterns? How can you start up a retail
venture without major financing and operations support? Math
#2 Due
"REAL LIFE" CREATIVE EXPO CARNIVAL OF CREATIVITY
AT NOVI EXPO CENTER
10am-4pm Extra Swap Out Assignment Bonus Free Entry Passes,
$20.00 Value
"REAL LIFE" FIELD TRIP TO GARDENVIEWS IN NORTHVILLE:
My friend Lou, a TRUE Retail Entrepreneur and Founder of Highly
Successful Specialty Store Discusses How He Used His Retail
Chain Experience to Transform a Former 1940's Service Station
in Downtown Northville, Based Upon Site Selection Principles,
Seasonality, Demographics & Instinct!
Web Exercise: www.edgar-online.com www.retailpro.com www.peachtree.com
Thurs, Nov 2 TOPIC: Merchandising Planning, Virtual Mix, Infrastructures
Chapter 14, 15 - Berman Retail, Chapter 11 - Turban E.Com
CLASS DISCUSSION: Retail fast food, strategy, media, planning?
How do Internet E-tailers plan the virtual mix? What are some
of the infrastructures needed for retailing and E-tailing?
How do psychographics drive food consumption sales?
"Real Life" What You Crave Fast Food Retail Marketing
White Castle Case Study
Energetic Motivational Guest Speaker SFC Eric D. Levos Infantry
Drill Sargeant of J. Walter Thompson HR, Training, & Recruitment
will discuss Strategy, Marketing, Media, and Creative for
this unique fast food chain, an American Icon like Eric!
FRIDAY, NOV 3 The Detroit Institute of Arts 1st Friday's
sponsored by Hudson's Arts/Event Retail
SATURDAY, NOV 4 ADCRAFT 2000 CAREER SYMPOSIUM AT DAIMLER
CHRYSLER 10am-4pm ($5.00)
SUNDAY NOV 5 HER ROYAL HIGHNESS THE PRINCESS OF HANOVER (CAROLINE
OF MONACO) premiers her magnificent Les Ballets de Monte-Carlo
Performance of Cendrillon Cinderella. First danced at the
Bolshoi in Moscow in 1945, this French Ballet Company magically
transforms this fairy tale into stunning & sophisticated
sensuality under the direction of choreographer Jean-Christophe
Maillot, at the Detroit Opera House. Sponsor DaimlerChrysler
has student tickets tied to Ukrainian Program (purple=royal).
Thurs, Nov 9 MID-TERM EXAM Chapters 1-12 (SMA E-SESSION SS
PRESENTS IN FLORIDA)
Attending the Downtown Campus International Student Summit
on Global Marketing by Dr. Greg Karimalis for Ukrainian Lviv
Exchange Program extends your test time 1 week
Thurs, Nov 16 TOPIC: Pricing, Financials, Economics &
Electronic Payment Systems
Chapter 16, 17 - Berman Retail, Chapter 8, 12 - Turban E.Com
Class Discussion: Consumer expectations of Pricing, Price
Lining, Supply, Demand and the impact of the Internet on pricing
perceptions, formulas & ROI
"Real Life" Retail Music Marketing Day - Handleman
Company Class Music Event
"Entertainment Tonight Format -Who wants to be a Celebrity
Millionaire" how Music tastes affect Fashion and Merchandising
Trends from the street to mainstream www.handleman.com largest
music buyer in the world…for retail sales and distribution.
Web Exercises: music web site napster.com
Thurs, Nov 30 TOPIC: Retail & E-Image, E-Commerce Strategy
& Implementation
Chapter 18 - Berman Retail, Chapter 9 - Turban E.Com
CLASS DISCUSSION: Picking the Place, Promotion & Virtual
Ps in Marketing to shape retail image, E-Commerce Strategy
& Implementation
CASE: Kmart & Bluelight.com
Web Exercise: Compare the strategies of web sites for Kmart,
Wal-Mart, and Target.
Math #3 Due
"REAL LIFE FIELD TRIP TO KMART HEADQUARTERS IN TROY"
DataBase Target Marketing, Bluelight.com, Electronic retail
integration Kmart Ad Directors "WAR ROOM" PRESENTATION
from Brick's & Mortar Retailer to Modern Marketer Online
Thurs, Dec 7 TOPIC: IMC Promo Strat, E-Com Ads, E-Lists,
Intelligent Agents
Chapter 19 - Berman Retail, Chapter 4 - Turban E.Com
Web Exercise: www.leye.com/restaurants/index.html www.mypoints.com
CLASS DISCUSSION: Retail Marketing 1:1, IMC, & Database
Online Marketing issues, how to strategically integrate all
components of the marketing mix effectively!
"REAL LIFE" FIELD TRIP TO BORDERS BOOKSTORE IN
NOVI (across from Expo Center at I-96 and Novi Road) How do
bookstores create comfortable environments and manage to keep
busy customers in the store longer? Compare purchasing books
online to the in-store experience. Books is one of the largest
growing categories on the Internet, how will traditional stores
manage to compete? Why do you think music, and other types
of media are complementary to book categories? What types
of events draw people in to the stores? What types of different
spin-offs are possible?
Guest Speaker Panel: TBD? Jeff Scott, Beth Konikoff, Dave
Marold Hallmark Program
Thurs, Dec 14 LAST CLASS MEETING BEFORE FINAL - GROUP &
INDIVIDUAL PROJECTS
TOPIC: Putting It All Together, E-Com Privacy Issues, Wrap-Up
Web Exercise: www.starbucks.com www.firefly.net
Chapter 20 - Berman Retail, Chapter 10, Turban E.Com (LAST
DAY TO DROP CLASS)
CLASS DISCUSSION: Wrap-Up on Retail & E-tailing, Globalization
of Society and Socially Responsible Marketing, Case: Benetton.
Study Review for Final.
Math #4 Due
THURS, DEC 21 FINAL EXAM - THE END
Sheila Sasser, Sheila Sasser
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