MSc Marketing / Course details

Year of entry: 2021

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Course unit details:
Retail Marketing

Unit code BMAN70172
Credit rating 15
Unit level FHEQ level 7 – master's degree or fourth year of an integrated master's degree
Teaching period(s) Semester 2
Offered by Alliance Manchester Business School
Available as a free choice unit? No


Retail strategy: Understanding strategy through the lens of retail change theories: cyclical, environmental and conflict. The positioning for profit framework (merchandise, communications, service, and trading format and store environment). The multichannel dimension.

Retail buying: Supplier selection and management; pricing and markdowns. Merchandising and range planning for both store and on-line formats.

Retail location: the strategic and tactical decisions associated with locational choice and network management.

Retail operations management: the 5Ss of retail operations (systems, standards, stock, space and staff). The definition and role of customer service; store layout principles; store design, flagship stores, visual merchandising; shrinkage and stock loss management.

Retail failure at a corporate (including attempted failed internationalisation strategies) and store level.


BMAN70172 Programme Req: BMAN70172 is only available as an elective to students on MSc Marketing


To provide an understanding of, and be able to apply critically, the principles and practice of strategy and tactics in the planning and management of retail businesses.

Learning outcomes

  1. Demonstrate an appreciation of the various strategies used by retail organisations.
  2. Apply and synthesise knowledge of relevant academic theory and professional best practice.
  3. Evaluate the performance of retail companies at both a strategic and operational level.
  4. Develop and defend strategic and operational recommendations.

Teaching and learning methods

Formal Contact Methods

Minimum Contact hours: 20 

Delivery format: Lecture and Workshops 

Assessment methods

Coursework: 3000 word (individual)

Examination: 2 hours


Feedback methods

Written, verbally during class and via Blackboard.

Recommended reading

Core Texts:

There are a number of introductory core texts each of which covers most of the basic aspects of the course. The best of these include:

Treadgold, A. and Reynolds, J. (2016) Navigating the new retail landscape: a guide to current trends and developments. New York, NY: Oxford University Press [available as e-book]

Berkhout, C (2016) Retail marketing strategy, Kogan Page: London

Goworek, H. and McGoldrick, P. (2015) [Eds] Retail Marketing Management: Principles and Practice, Pearson: London

Each week’s topic will identify suggested additional reading using Link 2 Lists via Blackboard

Study hours

Scheduled activity hours
Assessment written exam 2
Lectures 33
Independent study hours
Independent study 115

Teaching staff

Staff member Role
John Pal Unit coordinator

Additional notes

Informal Contact Method

Office Hours

Online Learning Activities (discussions)

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