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.

(LO1) Students will be able to demonstrate an understanding of the role of retailing in developed economies, and define the structure and key characteristics of the retail industry

(LO2) Students will be able to 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) Students will be able to evaluate appropriate frameworks for the strategic planning and implementation of retail activities.

(LO4) Students will be able to evaluate and apply the evaluative criteria underpinning decisions relating to the location and management of a store network.

(LO5) Students will be able to demonstrate an understanding of the nature and range of management decisions taken in the management of the retail marketing mix.

(LO6) Students will be able to demonstrate an understanding of a range of international retailing formats and understand how and why internationalisation is relevant in retail marketing.

(LO7) Students will be able to demonstrate an understanding of aspects of ethical retailing such as circular economies, sustainable supply chains and cultural change

(S1) Adaptability

(S2) Commercial awareness

(S3) Organisational skills

(S4) Communication skills

(S5) IT skills

(S6) International awareness

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

Teaching Method : Lecture
Scheduled Directed Student Hours: 24
Attendance Recorded: No

Self-Directed Learning Hours: 120

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 engage with digital technology to complete an individual practical assessment. Students will use internet research skills to complete coursework
Mode of assessment (if applicable): Individual Presentation, Coursework

Skills / attributes: Communication skills
How this is developed: Assessment work must be cogent, fluent and presented to a high standard. Communication skills can also be developed through participating in interacti ve exercises during learning sessions.
Mode of assessment (if applicable): Coursework

Skills / attributes: Organisational skills
How this is developed: Students will prepare for and complete independent assessment work, to a deadline
Mode of assessment (if applicable): Individual Presentation, Coursework

Skills / attributes: Commercial awareness
How this is developed: Up-to-date examples of retail marketing will be used throughout teaching and within assessment. . Attention is given in the module to how retail organisations operate to be successful.
Mode of assessment (if applicable): Individual Presentation, Coursework, Examination

Skills / attributes: Adaptability
How this is developed: Retail marketing demands inherent adaptability through its changing nature. Adaptability skills will also be developed by working on and completing different kinds of assessment tasks.
Mode of assessment (if applicable): Individual Presentation, Examina tion

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.