BSc Management with Industrial/Professional Experience

Year of entry: 2024

Course unit details:
Retail Marketing

Course unit fact file
Unit code BMAN31461
Credit rating 20
Unit level Level 3
Teaching period(s) Semester 1
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 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.

•    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.

•    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

Teaching and learning methods

Lectures and workshops

Informal Contact Methods

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

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 (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.

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, 3

Study hours

Scheduled activity hours
Lectures 30
Practical classes & workshops 10
Independent study hours
Independent study 160

Teaching staff

Staff member Role
Dawn Holmes 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 2024/25

Updated: March 2024

Approved by: March UG Committee

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