Retail Marketing Strategy from Coursera

What's inside

Syllabus

Module 1: How Covid-19 has Accelerated the Move from Product-focused to Customer-Focused Marketing Strategy

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.

Module 2: Kahn Retailing Success Strategy

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.

Module 3: Importance of Customer Experience/Shopper-tainment

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.

Module 4: Changes in Branding: What Makes a Brand Great?

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.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Emphasizes the importance of customer value and brand loyalty in the changing retail landscape

Provides insights into best practices from successful retailers, such as Amazon, Walmart, and Target

Introduces the 'Kahn Retailing Success Matrix' as a framework for developing competitive strategies

Explores trends in 'New Retail' and how they are shaping customer expectations in different cultures

Examines the pandemic's impact on brand strategy and how consumer behavior has driven changes in the field

In-depth exploration of branding concepts and how they align with emerging social causes

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Retail Marketing Strategy with these activities:

Review 'Retail Marketing: Strategy and Execution'

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Review the essential elements of retail marketing strategy including target market identification, segmentation, and crucial elements of the marketing mix.

View Retail Management on Amazon

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Read through chapters 1-4 to build your foundation of retail marketing concepts.
Identify key takeaways from the book that resonate with you and the course material.

Review Prior Courses

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Review key concepts from foundational marketing courses and retail management to strengthen your understanding of the course material.

Browse courses on Marketing Concepts

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Revisit textbooks, notes, and materials from prior classes.
Complete online quizzes or practice questions to test your recall.
Connect with classmates to discuss key concepts and exchange perspectives.

Find a mentor in the retail industry

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Connect with a professional in the retail industry who can provide guidance and support as you develop your career.

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Identify potential mentors in your network.
Reach out to them and express your interest in mentorship.
Set up a meeting to discuss your career goals and how they can support you.

Five other activities

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Review 'The Innovator's Dilemma'

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Understand the challenges and opportunities associated with innovation in the retail industry and how to avoid the innovator's dilemma.

View The Disruptive Innovation Set (2 Books) on Amazon

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Read through chapters 3-5 to understand the concept of disruptive innovation.
Identify key takeaways from the book that resonate with you and the course material.

Participate in a peer-led discussion on the latest retail trends

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Engage with your peers to discuss the latest trends in the retail industry and share your own insights.

Browse courses on Retail Trends

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Find a peer-led discussion group on a relevant retail topic.
Prepare your thoughts and insights on the topic.
Participate in the discussion and share your perspective.

Practice solving case studies on retail marketing

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Apply your knowledge of retail marketing strategy to real-world scenarios by analyzing case studies and developing solutions.

Browse courses on Marketing Case Studies

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Find a retail case study that interests you.
Analyze the case study and identify the key issues.
Develop a solution to the case study.

Develop a retail marketing plan for a new product launch

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Apply your understanding of retail marketing strategy to create a comprehensive plan for launching a new product in the retail industry.

Browse courses on Product Launch

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Identify the target market for your product.
Develop a marketing mix for your product.
Create a timeline for your product launch.
Write a marketing plan for your product launch.

Create a blog post on the future of retail

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Analyze the latest trends and innovations in the retail industry and share your insights on how they will shape the future of the industry.

Browse courses on Retail Trends

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Research current trends and innovations in retail.
Identify the key drivers of change in the retail industry.
Develop your own insights on the future of retail.
Write a blog post that presents your insights.

Career center

Learners who complete Retail Marketing Strategy will develop knowledge and skills that may be useful to these careers:

Retail Marketing Manager

A Retail Marketing Manager is responsible for developing and executing marketing strategies for retail businesses. This course can help prepare you for this role by providing you with the knowledge and skills you need to understand customer behavior, develop effective marketing campaigns, and measure the success of your marketing efforts. The course will also help you to develop a deep understanding of the retail industry and the challenges and opportunities that businesses face in this sector.

See salaries and explore the career path for Retail Marketing Manager

Brand Manager

A Brand Manager is responsible for developing and managing the brand identity of a product or service. This course can help prepare you for this role by providing you with the knowledge and skills you need to understand brand strategy, develop effective marketing campaigns, and measure the success of your branding efforts. The course will also help you to develop a deep understanding of the consumer market and the factors that influence consumer behavior.

See salaries and explore the career path for Brand Manager

Product Manager

A Product Manager is responsible for developing and managing the product roadmap for a product or service. This course can help prepare you for this role by providing you with the knowledge and skills you need to understand customer needs, develop product specifications, and manage the product development process. The course will also help you to develop a deep understanding of the retail industry and the challenges and opportunities that businesses face in this sector.

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Marketing Analyst

A Marketing Analyst is responsible for collecting and analyzing data to help businesses understand their customers and develop effective marketing strategies. This course can help prepare you for this role by providing you with the knowledge and skills you need to collect, analyze, and interpret data. The course will also help you to develop a deep understanding of the retail industry and the challenges and opportunities that businesses face in this sector.

See salaries and explore the career path for Marketing Analyst

Digital Marketing Specialist

A Digital Marketing Specialist is responsible for developing and executing digital marketing campaigns. This course can help prepare you for this role by providing you with the knowledge and skills you need to understand digital marketing channels, develop effective digital marketing campaigns, and measure the success of your digital marketing efforts. The course will also help you to develop a deep understanding of the retail industry and the challenges and opportunities that businesses face in this sector.

See salaries and explore the career path for Digital Marketing Specialist

Social Media Manager

A Social Media Manager is responsible for developing and executing social media campaigns. This course can help prepare you for this role by providing you with the knowledge and skills you need to understand social media platforms, develop effective social media campaigns, and measure the success of your social media efforts. The course will also help you to develop a deep understanding of the retail industry and the challenges and opportunities that businesses face in this sector.

See salaries and explore the career path for Social Media Manager

Market Researcher

A Market Researcher is responsible for conducting research to help businesses understand their customers and develop effective marketing strategies. This course can help prepare you for this role by providing you with the knowledge and skills you need to conduct market research, analyze data, and develop insights. The course will also help you to develop a deep understanding of the retail industry and the challenges and opportunities that businesses face in this sector.

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Sales Manager

A Sales Manager is responsible for developing and executing sales strategies for a business. This course can help prepare you for this role by providing you with the knowledge and skills you need to understand sales techniques, develop effective sales strategies, and manage a sales team. The course will also help you to develop a deep understanding of the retail industry and the challenges and opportunities that businesses face in this sector.

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Customer Service Manager

A Customer Service Manager is responsible for developing and executing customer service strategies for a business. This course can help prepare you for this role by providing you with the knowledge and skills you need to understand customer service techniques, develop effective customer service strategies, and manage a customer service team. The course will also help you to develop a deep understanding of the retail industry and the challenges and opportunities that businesses face in this sector.

See salaries and explore the career path for Customer Service Manager

Retail Operations Manager

A Retail Operations Manager is responsible for managing the day-to-day operations of a retail store. This course can help prepare you for this role by providing you with the knowledge and skills you need to manage a retail store, including customer service, inventory management, and merchandising. The course will also help you to develop a deep understanding of the retail industry and the challenges and opportunities that businesses face in this sector.

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Supply Chain Manager

A Supply Chain Manager is responsible for managing the flow of goods and services from suppliers to customers. This course can help prepare you for this role by providing you with the knowledge and skills you need to understand supply chain management, including inventory management, transportation, and logistics. The course will also help you to develop a deep understanding of the retail industry and the challenges and opportunities that businesses face in this sector.

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Business Analyst

A Business Analyst is responsible for analyzing business processes and developing solutions to improve efficiency and effectiveness. This course can help prepare you for this role by providing you with the knowledge and skills you need to understand business analysis, including data analysis, process improvement, and project management. The course will also help you to develop a deep understanding of the retail industry and the challenges and opportunities that businesses face in this sector.

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Financial Analyst

A Financial Analyst is responsible for analyzing financial data to help businesses make informed decisions. This course can help prepare you for this role by providing you with the knowledge and skills you need to understand financial analysis, including financial modeling, valuation, and investment analysis. The course will also help you to develop a deep understanding of the retail industry and the challenges and opportunities that businesses face in this sector.

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Data Scientist

A Data Scientist is responsible for using data to solve business problems. This course can help prepare you for this role by providing you with the knowledge and skills you need to understand data science, including data mining, machine learning, and statistical analysis. The course will also help you to develop a deep understanding of the retail industry and the challenges and opportunities that businesses face in this sector.

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Software Engineer

A Software Engineer is responsible for designing, developing, and maintaining software applications. This course may be useful to you if you are interested in developing software applications for the retail industry. The course will help you to develop a deep understanding of the retail industry and the challenges and opportunities that businesses face in this sector.

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