TEACHING RETAILING AND MERCHANDISING: AN EXPERIMENTAL APPROACH.

The paper reports on an experiential approach to teaching retailing and merchandising through the operation of a student run store. This approach to learning proved to be both challenging and rewarding to students and instructor alike. Students gained real world knowledge and a new outlook on retailing as a career path, and instructors witnessed significant changes in students' understanding of what retailing and merchandising are about. Further, instructors observed the implementation of concepts covered in class lectures during the operation of the retail store and completion of the Store Operation Report. In addition to the comments made by students regarding the outcome of the class in achieving its objectives, all students that took the course felt that it was rewarding and would recommend to to their peers. [ABSTRACT FROM AUTHOR]