Retail Operations and Digital Marketing

LYOYB08 (Available for all periods: 14:00 - 15:20, 29 June – 10 July, 13 – 24 July 2020)

In this course, we will investigate how retailers determine customer preferences and engage in effective supply chain management to offer the right product to the right person at the right place at the right time, for the right price. We will use actual examples from the world of business to understand how important the management of supply chains and retail operations is for retailers. In the second part of the course, we will talk about rapidly-changing technology and its interaction with retail, going into details on how operations techniques were adapted to these changes. Two matters of focus will be "product range planning" and "pricing policies", which are two vital decisions for retailers. In conclusion, we will discuss product range and pricing policies of retail businesses, talking about the integration of digital marketing methods to these decisions.