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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 |
Overview
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.
Pre/co-requisites
Aims
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
- Demonstrate an appreciation of the various strategies used by retail organisations.
- Apply and synthesise knowledge of relevant academic theory and professional best practice.
- Evaluate the performance of retail companies at both a strategic and operational level.
- 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)