RETAIL TO e-TAIL
In this chapter, we present a PBL project, entitled Retail to e-Tail, in which student teams tackle the problem of how small and medium sized enterprises can use e-commerce to increase their competitiveness. Students learn how to analyze a company’s competitive situation and use that information in order to formulate a suitable e-marketing strategy and plan. The teams must then transform the plan into action by creating a prototype website that implements the strategic objectives of the e-Marketing Plan.
KeywordsEurope Marketing Polyurethane Shoe Glean
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