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This free course, Retail marketing, explores how retailers use marketing to communicate with their customers, considering definitions of retailing and consumers, the basics of communications, before moving on to look at different forms of marketing communications and advertising used by retailers.
After studying this course, you should be able to:
- define retailing
- understand what marketing means to business executives and academics
- understand the ways that retailers use marketing tools and techniques to interact with their customers.
- Current section: Introduction
- Learning outcomes
- 1 A definition of retailing
- 2 What is retail marketing?
- 3 Marketing communications in retailing
- Keep on learning
Study this free course
Enrol to access the full course, get recognition for the skills you learn, track your progress and on completion gain a statement of participation to demonstrate your learning to others. Make your learning visible!
This course explores how retailers make use of marketing to identify and communicate with their customers.
The course begins by creating a definition of retailing before exploring the importance of marketing with a retail context. The final part looks at how retailers might use marketing communications to interact and communicate with their customers.
As consumers, visiting retail stores is often part of daily life. We visit different kinds of stores and consume various goods and services that are essential to fulfil our needs. We interact and trade with shops of varying shapes and sizes, which offer different shopping experiences. Consider, for example, where you buy your groceries and where you get your hair cut.
This OpenLearn course is an adapted extract from the Open University course.
Copyright & revisions
Originally published: Friday, 26th February 2016
Last updated on: Friday, 26th February 2016
- Creative-Commons: The Open University is proud to release this free course under a Creative Commons licence. However, any third-party materials featured within it are used with permission and are not ours to give away. These materials are not subject to the Creative Commons licence. See terms and conditions. Full details can be found in the Acknowledgements and our FAQs section.
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