Digital Marketing and Commerce (MKTG-957-0)
In this experiential learning class you and your business team members will create an online retail strategy and working internet commerce site; including positioning your retail brand against target consumers, choosing category assortment, negotiating certain terms with vendors, setting prices and promotions, managing inventories, developing messaging and advertising, factoring in competition, and constructing a viable online business model. Then comes the hard part: real consumers will shop your stores at a KSM online shopping Mall. Depending on how they shop and what they buy, you must react, fast and effectively as the "pop-up" online store will only be open for a few weeks during the course. But even in that short time, you are likely to find that your effective strategy by the end of the course turns out altogether different from the one you developed at launch. That's real life and real business. And just as in business, you will be evaluated on your team's ability to optimize performance and results, as measured by a range of relevant retailing results metrics and shopper insights. This new experiential Marketing course builds on material covered in Marketing 430, Marketing 466, and other Marketing classes, and is a unique opportunity for Kellogg students to interact with an impressive list of top digital marketing and commerce executives who will speak about current topics and current practices within a structured academic setting. The course will be highly relevant to students with career interests in internet marketing, online commerce, consumer products, product and merchandising management, new business development, and entrepreneurial start-ups.
PLEASE NOTE: MKTG-957 cannot be dropped after the first week of classes.
All Students: MKTG-430-0 OR MKTG-440-0
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