Kellogg Retail Club | Curriculum

Core Retail Courses:

• Retail Analytics & Pricing
  • This course will teach you how to use analytics and data to address decisions faced by retailers and manufacturers. The class has evolved over the years with collaborations from leading retailers and consulting firms who have brought problem-driven challenges to the classroom.
• E-Commerce and Digital Marketing
  • In this experiential learning class, you and your business team members will create an online retail strategy and working internet commerce site; including positioning your retail brand against target consumers, choosing category assortment, negotiating certain terms with vendors, setting prices and promotions, managing inventories, developing messaging and advertising, factoring in competition, and constructing a viable online business model.
• Retail Thought Leadership
  • The goal of this course is for students and practitioners to collaborate and provide their views about the future of retailing. Leading practitioners will work with a small group of students over several months to develop a point of view on how retail will evolve. Each team will work on a forward-looking issue that is of broad relevance to the rapid transformation faced by retailers today.
• Omnichannel Experience Strategy
  • In a world saturated with new commerce options, consumers and business buyers are radically changing their expectations and behaviors across the entire cycle of learning, shopping, buying, and using products and services. In this course, students will learn how to structure and manage networks of partners into cohesive, brand-enhancing omnichannel ecosystems that reach end-customers any place and any time, whether through social commerce channels, mobile, in-person store environments, platform apps, or product story, photo and video sharing sites.

Supporting Retail Courses:

• Supply Chain Management
  • We define supply chain structure in terms of the following drivers of performance: facilities, information, inventory and transportation. The relationship between structure and performance is analyzed using various case studies that require students to develop analytical spreadsheet models to support their decision making. Students are taught the strategic role of the supply chain. The course also discusses methodologies for designing and planning a supply chain.
• Customer Loyalty
  • Customer loyalty is essential to value creation by a wide and growing range of enterprises. This course will provide a comprehensive framework for conceptualizing customer loyalty, a structured approach to the development of customer loyalty strategies, practical guidance for the development and execution of customer loyalty programs and marketing activities, and explore new models for customer loyalty in the digital era.
• Customer Analytics
  • Marketing is evolving from an art to a science. Many firms have extensive information about consumers' choices and how they react to marketing campaigns, but few firms have the expertise to intelligently act on such information. In this course, students will learn the scientific approach to marketing with hands-on use of technologies such as databases, analytics and computing systems to collect, analyze, and act on customer information.
• Marketing Strategy
  • This course presents an integrative, dynamic view of competitive brand strategy. It focuses on understanding, developing and evaluating brand strategies over the life of a product market. A framework for developing marketing strategies that yield a distinctive competitive advantage based on customer and competitor analysis will be presented and applied in various situations throughout the course.
• Advertising Strategy
  • The first half focuses on selecting an attractive target for advertising and developing an effective brand position. This section stresses the importance of customer insight as a basis of creating coherence between target and position. The remainder of the course examines the execution of the strategy. We also examine ways to evaluate the likely impact of ad copy and review approaches to measuring the effectiveness of advertising as a vehicle for enhancing the impact of ad campaigns.

Other Notable Professors with Strong Retail Ties:

• Carter Cast, Former CEO - Walmart.com / Co-Founder - Blue Nile / Pritzker Group VC
• Stephanie Farsht, Former Head of Corporate Innovation - Target