Winning in Retail: Strategies for Marketing & Operations

Retail is a dynamic and expansive industry – it is extremely fast-paced, innovative and is continually being disrupted. In the 1980s Walmart used supply chain optimization to disrupt the big box retail playbook, later in the 1990s Amazon introduced large-scale agile supply chains which enabled it to rapidly shift with changing consumer demand. Now there is an even further bifurcated disruption with Shien (all digital + super agile) and Ulta (multi-channel & “humanization” with in-store services) – both of which can solve for the shifting needs of the consumer with different retail solutions. This course explores the foundational elements of successful retail operations, covering strategies and frameworks essential for both physical and digital retail environments. Topics we will focus on include: omni-channel transformation, link between operations & finance, merchandising (online & in-store), inventory management (finished goods, excess, aging & returns), consumer centricity: convenience, consistency, customization, humanization, values alignment & reliability, go-to-market strategy. channel strategy (store, .com – site & social channels, wholesale etc.), direct to consumer (stores & .com) & the role of Marketplaces (e.g. Amazon, etc.), supply chain management, role of data (accessibility, centralization & interpretation), AI impact on retail (e.g. supply chain optimization, dynamic pricing, content creation etc.). The course equips students with knowledge and skills to excel in multiple fields that intersect with retail – banking, consulting, product development, IT, manufacturing, and marketing. By studying real-world examples, guest lectures, and participating in a group project, students will gain a comprehensive understanding of how retail operations impact profitability and customer satisfaction.