UEH Talent Programs

Retailing is a business activity involving the sale of goods or services directly to final consumers. In today’s increasingly dynamic market environment, big-box retailers are becoming more dominant, even surpassing many traditional manufacturers in terms of influence and market control. This course aims to provide students with a comprehensive understanding of the functions, strategies, and challenges involved in managing modern retail organizations.
The course begins with an overview of the retail industry and the common types of retailers, ranging from traditional stores and specialty shops to digital retail platforms. Students will explore how retailers position their brands, serve target customer segments, and create engaging shopping experiences. A key focus of the course is the role of technology in transforming the retail industry. Sessions on digital retailing, multichannel, and omnichannel strategies will help students understand how retailers integrate physical stores, websites, mobile apps, and social media to build a seamless customer journey. In addition, the course emphasizes strategic decision-making in retail, including store location selection, merchandise planning, pricing, promotion, and retail communication. Students will learn about the merchandise buying process, how to plan product assortments, and how to design store layouts and product displays to attract and retain customers. Toward the end of the course, students will work on a group project that involves developing a strategic retail plan and applying the concepts learned to a real-world scenario.
Through lectures, case discussions, and group work, this course helps students develop strategic thinking and practical skills essential for building a successful career in the modern retail industry.