The objective of this course is to provide a holistic view of omnichannel retailing, merchandising, and frameworks for retail strategy and analytics in order prepare Columbia Business School students for roles in retail, such as entrepreneurship, startups, merchandising buying/planning, retail consulting, and the retail vertical of private equity firms and investment banks. In this course students will learn how retailers create omnichannel shopping experiences for their customers, the role of the merchant, the basics of omnichannel merchandising, retail metrics, test-and-learn in store, and how to use retail data and trend spotting to predict future sales and trends. In this time of the Covid-19 global pandemic, omnichannel retailing has become increasingly important to how shoppers acquire goods and services. This is an incredibly fascinating time to be studying the retail industry.
Division: Marketing