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BSc International Management with American Business Studies / Course details

Year of entry: 2021

Course unit details:
Retail Marketing

Unit code BMAN31461
Credit rating 20
Unit level Level 3
Teaching period(s) Semester 1
Offered by Alliance Manchester Business School
Available as a free choice unit? No


This unit provides an overview of the strategies, tactics and practices used by retail organisations and does so by drawing on retail theory and examples from the sector.  The unit draws on students’ own experiences in retailing as consumers, and as such uses the Kolb learning cycle as a framing device for the delivery of material and development of the learners’ interests and knowledge from concrete examples round to theory.


Unit title Unit code Requirement type Description
Marketing Management BMAN24281 Pre-Requisite Compulsory
Marketing Communications in the Digital Age BMAN24352 Pre-Requisite Compulsory
BMAN24352 or BMAN24281 is a Pre-Requisite of BMAN31461 Only available to students on: Mgt/Mgt Specialism; IM; IMABS and ITMB/ITMB Marketing Specialism.

Pre-requisite course units have to be passed by 40% or above at the first attempt unless a higher percentage is indicated within this course outline.



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

By the end of the course students should be able to meet the following learning outcomes.

Knowledge and understanding:
Of the various strategies and tactics used by retail organisations, and the rationale for their use.

Intellectual skills:

Be able to apply and synthesise knowledge of relevant academic theory and professional best practice.

Practical skills:

Develop written solutions to retail scenarios through the assessment regime. 


Transferable skills;

Collect and interpret data.

Develop and defend strategic and operational recommendations.

Use and develop oral reasoning skills in lectures and seminars


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 (including ethical dimensions); pricing and markdowns. Merchandising and range planning for both store format and on-line formats.

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

Retail failure at a corporate and store level.

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

International retailing

Retailers' interface with government.

Teaching and learning methods

Lectures and seminars

Informal Contact Methods
1. Office Hours
2. Discussion forum in Blackboard for students to pose questions.

Employability skills

A number of short tasks are used where students have to either prepare for teaching sessions, or work on an unseen task in a session, that require the manipulation of material to develop and justify management recommendations.

Assessment methods

Coursework 50%

Examination 50%


Feedback methods

Informal advice and discussion during a lecture or seminar

Responses to student emails and questions from a member of staff including feedback provided to a group via an online discussion forum.

Oral feedback in seminars on tasks

Individual written feedback on coursework

Generic feedback posted on Blackboard regarding overall coursework and examination performance


Recommended reading

There is no set text book for this unit as the Link2Lists software (accessed via Blackboard and the university library) is used to identify essential, recommended and further reading. The best of the basic text books are:

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

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

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]

Study hours

Scheduled activity hours
Assessment written exam 2
Lectures 33
Seminars 5
Independent study hours
Independent study 160

Teaching staff

Staff member Role
John Pal Unit coordinator

Additional notes

Pre-requisite course units have to be passed by 40% or above at the first attempt unless a higher percentage is indicated within this course outline.

Pre-Requisites: BMAN24352 OR BMAN24281
Co-Requisites: n/a
Dependent Course units: n/a

Programme Restrictions: BSc Management and Management (Specialisms), BSc International Management, BSc International Management with American Business Studies.


For Academic Year 2020/21

Updated: March 2020

Approved by: March UG Committee

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