MKT 524 - Electronic Retailing

Credits: 3

This course will investigate the changing role of e-commerce in retailing, with emphasis on the skills needed to plan, launch, manage, market, and measure a Website that sells products. Students will learn the specific processes that constitute core competencies for retail site development, including online merchandising, pricing, and product display; best practices for maximizing click-through rate, stickiness, conversion of site visits to sales, as well as minimizing shopping-cart abandonment. The course also reviews the nature of buying and selling between businesses (business-to-business).