Multi-Channel Catalog Merchandising and Marketing
INTG1-GC2110
Credit:
Marketing, Advertising, and Public Relations
This course examines the economics, critical elements, and marketing strategies of catalog selling. Through the Internet, traditional mail-order catalog companies have moved their merchandise online, and companies that were previously limited to retail channels have expanded into virtual catalogs on their Websites. In addition, entrepreneurs use the Web to start mini-catalog businesses that can generate multi-national sales. To prepare students for managing catalog businesses and for using the success strategies of catalogs for other business models, this course covers the basics of financial planning, strategic planning, merchandising, pricing, circulation, media, layout, creative execution, and financial analysis for the full range of catalog businesses--from those that use postal mail to those that are e-catalogs and those that are multi-channel. Through exposure to the size, dynamics, and economics of the catalog industry, students learn how to apply the principles and practices of classic direct marketing and the newer principles and practices of successful online marketing to catalog selling. From the basic concepts needed to evaluate, administer, and launch a catalog to the success factors needed for circulation, you will learn how to integrate merchandising, marketing, design strategy, and performance metrics into a single or multi-channel catalog business.
To register for this course you must be an admitted student in an NYU credit or degree program or have special student status.
Admitted NYU credit or degree students may visit NYUHome to register through ALBERT.
To apply to an NYU-SCPS credit or degree program, call (212) 998-7100.
