BSc Management (Marketing)

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.

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.

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

Knowledge and comprehension:
•    Be able to relate the various strategies and tactics used by retail organisations, and the rationale for their use in varying contexts.
•    Explain and illustrate relevant academic theory and professional best practice.

Application:
•    Apply the various strategies and tactics to build a solution to a contemporary retail business issue.

Analysis and Synthesis:
•    Analyse information such as retail trends and consumer types in order to build a solution to a contemporary retail business issue.

Evaluation:
•    Appraise and evaluate the strategies of retailers through discussion and participation in tasks
•    Explain and justify solutions to contemporary retail business issues.

Transferable skills;
•    Collect and interpret data.
•    Develop and defend strategic and operational recommendations.
•    Use and develop oral reasoning skills in lectures and seminars
•    Use and develop written reasoning skills in tasks and assignments
•    Work in groups
 

Introduction to the world of retailing
Types of retailers
Multichannel strategy
Retail market strategy
Retail locations and location decisions
Merchandising and supply chain
Pricing and promotions
Communication and customer relationship management
 

Lectures and workshops

Informal Contact Methods

1. Discussion forum hosted in Blackboard for Q&A.
2. Office Hours
 

Coursework (group report) 50%

Individual coursework 50%

 

Note that peer evaluation may be used in grading group coursework where contributions to the work are found to be unequally distributed in the group. This may result in penalties for some students.

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
 

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, 3

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 2024/25

Updated: March 2024

Approved by: March UG Committee