ULMS Electronic Module Catalogue

The information contained in this module specification was correct at the time of publication but may be subject to change, either during the session because of unforeseen circumstances, or following review of the module at the end of the session. Queries about the module should be directed to the member of staff with responsibility for the module.
Title RETAIL MARKETING
Code MKIB230
Coordinator Dr RS Ashman
Marketing (ULMS)
Rachel.Ashman@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2021-22 Level 5 FHEQ First Semester 15

Pre-requisites before taking this module (other modules and/or general educational/academic requirements):

MKIB153 FUNDAMENTALS OF MARKETING 

Modules for which this module is a pre-requisite:

 

Programme(s) (including Year of Study) to which this module is available on a required basis:

 

Programme(s) (including Year of Study) to which this module is available on an optional basis:

 

Teaching Schedule

  Lectures Seminars Tutorials Lab Practicals Fieldwork Placement Other TOTAL
Study Hours 12

6

      12

6

36
Timetable (if known) 120 mins X 1 totaling 24
 
60 mins X 1 totaling 6
 
      60 mins X 1 totaling 12
60 mins X 1 totaling 6
 
 
Private Study 114
TOTAL HOURS 150

Assessment

EXAM Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
Assessment 2: Written Unseen Examination Assessment Type: Written Exam Duration: 2 hours Weighting: 50% Reassessment Opportunity: Yes Penalty for Late Submission: Standard UoL Penalty App  2 hours    50       
CONTINUOUS Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
Assessment 1: Individual Assignment Assessment Type: Coursework Size: 2000 words Weighting: 50% Reassessment Opportunity: Yes Penalty for Late Submission: Standard UoL Penalty Applies   -2000 words    50       

Aims

The retail industry - namely, the business activity of selling goods or services to the final consumer - is an important element of most developed economies, and employs significant numbers of people.  Indeed, the power and influence of major retailers now greatly exceeds that of many manufacturers.  The key aim of this module is to provide an appreciation and understanding of the functions and challenges inherent in the management of retail organisations, including the management of a large assortment of products/services, the complexities and risks of selecting new locations and managing a store network, and managing a constant and direct interface with customers.


Learning Outcomes

(LO1) Understand the role of retailing in developed economies, and define the structure and key characteristics of the retail industry

(LO2) Evaluate and apply consumer behaviour theory to the choice of stores and goods/services by consumers, and to the choice of suppliers and merchandise by retail buyers.

(LO3) Evaluate appropriate frameworks for the strategic planning and implementation of retail activities.

(LO4) Evaluate and apply the evaluative criteria underpinning decisions relating to the location and management of a store network.

(LO5) Understand the nature and range of management decisions taken in the management of the retail marketing mix.

(S1) Adaptability

(S2) Commercial awareness

(S3) Organisational skills

(S4) Communication skills

(S5) IT skills

(S6) International awareness


Teaching and Learning Strategies

Teaching Method – Online Asynchronous Learning Materials
Unscheduled Directed Student Hours: 12
Attendance Recorded: No

Teaching Method - Seminar
Scheduled Directed Student Hours: 6
Attendance Recorded: Yes

Teaching Method : Group Study
Description: Biweekly 1 hour session to foster student community and engagement by working with others on their ‘active learning’ activities
Scheduled Student Hours: 6

Teaching Method 4: Synchronous Session
Scheduled Directed Student Hours: 12
Attendance Recorded: No

Self-Directed Learning Hours: 114

Skills/Other Attributes Mapping

Skills / attributes: International awareness
How this is developed: A global perspective will be taken on some retail marketing topics.
Mode of assessment (if applicable): Examination

Skills / attributes: IT skills
How this is developed: Students will use internet research skills to complete coursewo rk
Mode of assessment (if applicable): Coursework

Skills / attributes: Communication skills
How this is developed: Reports must be cogent, fluent and presented to a high standard.
Mode of assessment (if applicable): Coursework

Skills / attributes: Organisational skills
How this is developed: Students will complete an independent research project to a deadline
Mode of assessment (if applicable): Coursework

Skills / attributes: Commercial awareness
How this is developed: Up-to-date examples of retail marketing will be used throughout teaching and within assessment.
Mode of assessment (if applicable): Examination

Skills / attributes: Adaptability
How this is developed: Retail marketing demands inherent adaptability through its changing nature.
Mode of assessment (if applicable): Examination


Syllabus

 

1. The Nature of the Retail
Industry Types of retail organisation, store format types, theories of retail change, the nature of the retail marketing function.
2. Analysis of Retail Markets  
Identification and segmentation of retail markets, researching consumer motives for selecting stores and shopping centres, consumer images of retail companies and stores, target marketing and positioning.
3. Strategic Planning in Retailing
Alternative strategies for growth and differentiation from competitors, frameworks for evaluating strategic alternatives in a retail context
4. Retail Location and Planning  
Approaches to the identification of optimum store locations and the assessment of specific sites, GIS and models of retail location, management of store networks, relevant issues relating to town planning.
5. Retail Marketing Mix Decisions  
Introduction to the retail marketing mix, product selection and buying, product range dev elopment and private labels, merchandising, space allocation and display, retail design and atmospherics, retail pricing strategies, retail promotion and advertising, innovations in PoS technology and electronic shopping.


Recommended Texts

Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module.