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ERIC Number: EJ1173917
Record Type: Journal
Publication Date: 2018-Apr
Pages: 16
Abstractor: As Provided
ISSN: ISSN-0273-4753
Retail Consulting Class: Experiential Learning Platform to Develop Future Retail Talents
Oh, Hyunjoo; Polidan, Mary
Journal of Marketing Education, v40 n1 p31-46 Apr 2018
The retail industry is undergoing a significant transformation. Factors such as technological advancement and evolving consumer demands have forced companies to rethink their traditional approaches to retail. Retailers have since embraced data-driven strategies with real-time implementation to stay relevant in this complex, ever-changing industry. This shift has generated a new demand for retail talent. Data-driven companies require workers with demonstrated skills in data analytics, critical thinking, cross-functional teamwork, and communication/leadership. We propose that the experiential learning platform of a retail consulting class is the most effective learning environment for students to develop these skills in a real-world retail context. This article connects the skillsets demanded in the evolving retail landscape to the learning outcomes of a retail consulting course. We describe the structure, elements, and process of the class to allow for adoption and successful implementation by other educational institutions. Then, we illustrate the learning outcomes by highlighting student testimonials and skill evaluations.
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Florida
Grant or Contract Numbers: N/A