MSc International Fashion Marketing / Course details

Year of entry: 2020

Course unit details:
Retail Marketing

Unit code MCEL62302
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


The unit looks at aspects of retail marketing strategy and the retail marketing mix with particular focus on understanding the consumer and competitors in the context of the overall organisation. Marketing planning, market segmentation, branding and promotion within the overall retail experience for the consumer is covered.


The unit aims to provide an understanding of retail marketing, to examine the value of marketing in maintaining a successful retail business in a rapidly changing market and to consider effective practices of retail marketing. The unit consists of a blend of theoretical, case material and practical examples.

Learning outcomes

Knowledge and understanding

A1. Describe the typical marketing approaches used by fashion retailers

A2. Explain the link between strategy and execution

Intellectual skills

B1. Demonstrate the skills of critical thinking and analysis.

B2. Develop analytical skills in market dynamics

B3. Evaluate strategies to meet given objectives

Practical skills

C1. Develop practical understanding of sales and marketing tactics

C2. Develop presentation and communication skills

Transferable skills and personal qualities

D1. Develop capability in the process and techniques of student-directed learning

D2. Demonstrate an ability to solve problems


Brief Syllabus:

           ¿ Market Strategy and Segmentation

           ¿ Customer Behaviour

           ¿ Branding and Retail Image

           ¿ Marketing Tactics

Teaching and learning methods

Lectures and seminars.  Supported by Blackboard.

Assessment methods

Method Weight
Written exam 70%
Written assignment (inc essay) 30%

Feedback methods

Attending lectures, joining discussions about case studies and doing short work tasks set within the lecture session.

Undertaking work in groups and presenting to the whole class with follow-up feedback.

Replying to individual questions at the end of each lecture session and providing brief replies to e-mails.

Messages may be sent to the whole class via Blackboard if the point raised could be of benefit to the whole class.

Recommended reading

  • Main texts:

Sullivan & Adcock, Retail Marketing, Thomson, 2002

Dunne, Lusch & Carver, Retailing, Cengage, 2014

Blythe, Principles and Practice of Marketing, Sage, 2014

  • Additional references:

Perry & Spillecke, Retail Marketing and Branding, Wiley, 2010

Egan, Marketing Communications, Thomson, 2007

Dibb & Simkin, Marketing Essentials, Cengage, 2013

Kapferer, The New Strategic Brand Management, Kogan Page, 2004


Students will also be encouraged and expected to use on-line resources and library facilities. A resource list is provided to the students at the start of the course and additional references to support each topic are provided during each lecture session.

Study hours

Scheduled activity hours
Lectures 24
Independent study hours
Independent study 126

Teaching staff

Staff member Role
Lynn Sheppard Unit coordinator

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