Covid-19 has accelerated radical changes that will revolutionize retailing in every way. Shoppers' expectations are being ratcheted up, making winning (and keeping) those consumers all the more challenging. In this course, Professor Barbara Kahn will explain what it means to switch from a product-focused approach to a customer-focused approach and create marketing strategy to deliver real customer value. Learning from companies that have been most successful during this wave of change, this course will offer insights as to what we can learn from their ascendance. Building on these insights, Professor Kahn will present the "Kahn Retailing Success Matrix" which provides a framework that any company can use to create a competitive strategy to survive and thrive in today's – and tomorrow's – disruptive environment. By the end of this course, you will be able to identify the changing expectations with regard to creating superior customer experiences and valued-based branding.
This course is part of the Omnichannel Retail Strategy Specialization
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Coursera Labs
Includes hands on learning projects.
Learn more about Coursera Labs Course 1 of 3 in the
Beginner Level
Approx. 7 hours to complete
English
Flexible deadlines
Reset deadlines in accordance to your schedule.
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Coursera Labs
Includes hands on learning projects.
Learn more about Coursera Labs Course 1 of 3 in the
Beginner Level
Approx. 7 hours to complete
English
Offered by
Syllabus - What you will learn from this course
2 hours to complete
Module 1: How Covid-19 has Accelerated the Move from Product-focused to Customer-Focused Marketing Strategy
2 hours to complete
5 videos (Total 68 min), 1 reading, 1 quiz
2 hours to complete
Module 2: Kahn Retailing Success Strategy
2 hours to complete
4 videos (Total 73 min), 1 reading, 1 quiz
2 hours to complete
Module 3: Importance of Customer Experience/Shopper-tainment
2 hours to complete
4 videos (Total 63 min), 1 reading, 1 quiz
2 hours to complete
Module 4: Changes in Branding: What Makes a Brand Great?
2 hours to complete
5 videos (Total 60 min), 1 reading, 1 quiz
Reviews
- 5 stars89.41%
- 4 stars9.41%
- 3 stars1.17%
TOP REVIEWS FROM RETAIL MARKETING STRATEGY
by CBJan 24, 2023
1) We SHOULD spend a bit of time evaluating failures.
by JMAug 24, 2021
I have learned a lot of strategic topic about brand, customers and omni-channel
by GPFeb 24, 2023
Very interesting and useful short course. Highly relevant to today's retail environments in a post Covid-19 world.
by BKAug 25, 2022
Beautifully explained the concepts and materials at the end is also very usefull to revise. Wonderful delivery and super depth in the subject.
About the Omnichannel Retail Strategy Specialization

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