BSc Management (Marketing)

Year of entry: 2022

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

Works in groups


Introduction to the world of retailing
Types of retailers
Multichannel strategy
Retail market strategy
Retail location
Retail site location

Teaching and learning methods

Lectures and seminars

lectures:                              20
Small group seminars:       10
Directed reading:                45
Independent study hours:  125
Total:  200

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 (case study group report 4000 words) 70%
Examination (multiple choice test – 50 minutes) 30%


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

Core Textbook: 
Levy, M., Weitz, B.A. and Grewal, D. (2018). Retailing Management (10th ed.), McGrawHill. 

Further Readings:
Babin, B. J., Darden, W. R. and Griffin, M. (1994): “Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value,” Journal of Consumer Research, 20 (4): 644–56.

Blut, M., Beatty, S., Evanschitzky, H., Brock, C. (2014): “The Impact of Service Characteristics on the Switching Costs-Customer Loyalty Link,” Journal of Retailing, 90 (2), 275-290.

Böttger, T., Rudolph, T., Evanschitzky, H., Pfrang, T. (2017): “Customer Inspiration: Conceptualization, Scale Development, and Validation,” Journal of Marketing, 81 (6), 116-131.

Brock, C., Blut, M., Evanschitzky, H., Kenning, P. (2013): “Satisfaction with Complaint Handling: A Replication Study on its Determinants in a Business-to-Business Context,” International Journal of Research in Marketing, 30 (3), 319-322.

Evanschitzky, H., Brock, C., Blut, M. (2011): “Will You Tolerate this? The Impact of Affective Commitment on Complaint Intention and Post-Recovery Behavior,” Journal of Service Re-search, 14 (4), 410-425.

Evanschitzky, H., Emrich, O., Sangtani, V., Ackfeld, A., Reynolds, K., Arnold, M. (2014): “Hedonic Shopping Motivations in Collectivistic and Individualistic Consumer Cultures,” International Journal of Research in Marketing, 31 (3), 335-338.

Evanschitzky, H., Iyer, G.R., Pillai, K.G., Kenning, P., Schütte, R. (2015): “Consumer Trial, Continuous Use, and Economic Benefits of a Retail Service Innovation: The Case of the Personal Shopping Assistant,” Journal of Product Innovation Management, 32 (3), 459-475.

Evanschitzky, H., Ramaseshan, B., Woisetschläger, D., Richelsen, V., Blut, M., Backhaus, C. (2012): “Consequences of Customer Loyalty to the Program and to the Company,” Journal of the Academy of Marketing Science, 40 (5), 625-638.

Evanschitzky, H., Wangenheim, F., Wünderlich, N. (2012): “Perils of Managing the Service Profit Chain: The Role of Time Lags and Feedback Loops,” Journal of Retailing, 88 (3), 356-366.

Grewal, D., Levy, M., and Kumar, V. (2009): “Customer experience management in retailing: an organizing framework,” Journal of Retailing, 85 (1), 1-14.

Nagengast, L., Evanschitzky, H., Blut, M., Rudolph, T. (2014): “New Insights in the Moderating Effect of Switching Costs on the Satisfaction-Loyalty Link,” Journal of Retailing, 90 (3), 408-427.

Schumann, J., Wünderlich, N., Evanschitzky, H. (2014): “Spillover Effects of Service Failures in Coalition Loyalty Programs: The Buffering Effect of Perceived Program Benefits,” Journal of Retailing, 90 (1), 111-118.

Verhoef, P.C., Lemon, K.N., Parasuraman, A., Roggeveen, A, Tsiros, M, and Schlesinger, L.A. (2009): “Customer experience creation: Determinants, dynamics and management strategies,” Journal of Retailing, 85(1): 31- 41.

Verhoef, P.C., Kannan, P.K., and Inman, J.J., (2015): “From multi-channel retailing to Omni-channel retailing: Introduction to the Special Issue on Multi-Channel Retailing,” Journal of Retailing, 91(2), 174–181

Vogel, V., Evanschitzky, H., Ramaseshan, R. (2008): “Customer Equity Drivers and Future Sales” Journal of Marketing, 72 (6), 98-108.

Study hours

Scheduled activity hours
Assessment written exam 2
Lectures 20
Seminars 10
Independent study hours
Independent study 168

Teaching staff

Staff member Role
Heiner Evanschitzky 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 2021/22

Updated: March 2021

Approved by: March UG Committee

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