The retail sector is undergoing major structural changes: new consumer behaviors, disruptive technologies, constant shifts between physical and digital spaces, redefinition of ROI, brand advocacy, social media, mobile marketing, etc. – these are just some of the factors contributing to the significant ‘identity crisis’ currently taking place in this field.
This course aims to explore the current retail scenario, understanding / challenging / questioning / redefining the role and essence of all its key components – from branding to marketing strategies, from physical to digital presence, from consumer journey to product life cycle, from visual merchandising to store layout – with a view to distill a formula for successful retail experiences.
We will achieve this through a series of readings, conversations, site visits, guest lectures, visual observations, and a written report – with a London/UK/European focus, but with constant references to global trends and case studies. The participants will have an opportunity to apply the knowledge acquired over the course in the final project. A course fee ($25 in 2017-18) will be billed from Syracuse to cover site visits.
Department: Retail Management
Semesters: Fall, Spring