MSc International Fashion Retailing

Year of entry: 2023

Course unit details:
Omnichannel Retailing

Course unit fact file
Unit code MATS61482
Credit rating 20
Unit level FHEQ level 7 – master's degree or fourth year of an integrated master's degree
Teaching period(s) Semester 2
Offered by Department of Materials
Available as a free choice unit? No


This unit will introduce the concept of omnichannel retailing, critiquing how channels complement and support each other in an effort to deliver a superior customer experience, and thereby gain competitive advantage.


This unit explores the different types of retail channels evaluating the changing nature (including the structure and organisation) of the fashion industry in order to achieve and maintain market competitiveness. The principles of omnichannel retailing and development of channels, service and technology will be explored.

Learning outcomes

A greater depth of the learning outcomes will be covered in the following sections:

  • Knowledge and understanding
  • Intellectual skills
  • Practical skills
  • Transferable skills and personal qualities

Teaching and learning methods

This unit makes use of a variety of learning and teaching processes including: lectures, problem based learning, practical sessions; case studies, and discussions. Blackboard will be used to present lecture notes and supporting materials for the unit. The lectures with develop the theoretical subject knowledge, whilst the case studies and discussions will evaluate the importance and application of techniques, with practical sessions visualising these findings. Blackboard may also be utilised for assessment using Turnitin.

Knowledge and understanding

  • Evaluate in-depth and advanced resources pertaining to the theoretical and practical understanding of their subject, discipline, or profession in an international context
  • Demonstrate professional and academic responsibility, integrity and ethical considerations in an international context

Intellectual skills

  • Demonstrate high level cognitive skills of critical thinking, analysis and synthesis
  • Synthesise ideas and knowledge pertaining to fashion retail and evaluate a range of options to create solutions

Practical skills

  • Find, evaluate, synthesise and use information from a variety of sources
  • Express complex ideas and argument coherently in appropriate formats

Transferable skills and personal qualities

  • Perform effectively in a team environment, exercising leadership, teambuilding, negotiation and project management skills

Assessment methods

Method Weight
Written exam 70%
Oral assessment/presentation 30%

Feedback methods

Written and verbal.

Recommended reading


• Chaffey, D. & Ellis-Chadwick, F. (2019) Digital marketing: strategy, implementation and practice, 7th   edition, Pearson.

• Fill, C. & Turnbull, S. (2019) Marketing Communications: discovery, creation and conversations, 8th edition, Pearson.

• Goworek, H. & McGoldrick, P. (2015) Retail Marketing Management, Pearson.

• Turban, E., King, D., Lee, J. K., Liang, T. P., and Turban, D. C. (2015). Electronic commerce: A Managerial and Social Networks Perspective, 8th ed., Cham: Springer.

Teaching staff

Staff member Role
Marta Blazquez Cano Unit coordinator

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