MKTG 312 - Digital Retailing

3 Credits
This course provides a comprehensive review of digital retailing as it applies to consumer products and services. Through the study of various industry participants, from dominant online retailers such as Amazon to individual-driven selling websites like Etsy, students will become familiar with the latest digital retailing trends including social commerce, mobile commerce, omnichannel marketing, and others. A significant portion of the course will be dedicated to examining the unique aspects of consumer behavior as it relates to online shopping and to using available research in this field to increase online retail profits.

Prerequisite(s): MKTG 322