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. Retailing is complex, however, with significant developments and challenges occurring. The key aim of this module is to equip students with an appreciation and understanding of the functions and challenges inherent in the management of retail organisations, to explore strategic retail-based decisions, and to develop insights and skills that are valuable for succeeding in retail, now and in the near future.

(LO1) Students will be able to explain 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 identify and analyse key management decisions related to a range of retail marketing mix elements and apply practical insights.

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

(LO7) Students will be able to analyse aspects of ethical retailing such as circular economies, sustainable supply chains and cultural change, and develop ideas for implementing ethical retailing practices.

(S1) Adaptability

(S2) Commercial awareness

(S3) Organisational skills

(S4) Communication skills

(S5) Digitally confident

(S6) International awareness

(S7) Ethical awareness

Teaching Method : Lecture
Scheduled Directed Student Hours: 24
Attendance Recorded: Yes

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

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 Examples drawn upon throughout the module may also focus upon retail in a global retailing context.
Mode of assessment (if applicable): Coursework

Skills / attributes: Digitally Confident
How this is developed: Students will engage with digital technology to complete an individual practical assessment comprising video interview style task. Students will use library database sources to enhance their internet research skills and to inform ideas and arguments conveyed within coursework. Furthermore, students will be encouraged to leverage digital tools to p resent relevant visual data or to create visually engaging materials to include in coursework.
Mode of assessment (if applicable): Individual Video Interview, Coursework

Skills / attributes: Communication skills
How this is developed: The individual video interview assessment provides an opportunity for students to practice and refine their oral communication skills and to build confidence in articulating points clearly within a professional style setting. Written assessment work must also be cogent, fluent and presented to a high standard. Communication skills can also be developed through participating in interactive exercises during learning sessions.
Mode of assessment (if applicable): Individual Video Interview, 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 Video Interview, Coursework

Skills / attributes: Commercial awareness
How this is developed: Attention is given in the module to how retail organisations operate to be successful. Relatedly, up-to-date examples of retail marketing will be used throughout teaching and within assessment. Students will also engage with relevant sources (e.g. news articles, trends data, database reports) to connect retail topics and theory learnt with real-world practice
Mode of assessment (if applicable): Individual Video Interview, Coursework,

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 Video Interview, Coursework

Skills / attributes: Ethical Awareness
How this is developed: Lecture topics and retail examples which explore retailing decisions from an ethi cal perspective or focus on ethical values including sustainability and the circular economy will foster discussions that develop awareness of ethical considerations and of a more responsible approach to retailing.
Mode of assessment (if applicable): Coursework

The syllabus might change to reflect current trends in the field, but the syllabus generally looks as follows:

The nature of retail – defining characteristics and core functions of retailing, the retailing environment, theories of retail change and the dynamic nature of retail

Retail experiences – retail experiences as multifaceted; ways to foster engaging and meaningful experiences for consumers; shopper mindsets

Strategic planning in Retailing – the importance of strategy, the strategic management process, opportunities for growth, opportunities for differentiation in a competitive retail environment, sustained competitive advantage

Sustainability in Retail - (Sustainable) Supply Chain Management; the Circular Economy

Innovative Retail Technologies – technology adoption, exploration of a range of technological developments and innovations in retail

Retail Design and Atmospherics, Visual Merchandising, and Retail Buyin g – retail design elements, visual merchandising strategy, retail buying considerations

Retail Location and Planning – approaches towards the identification of optimum store locations and the assessment of specific sites, models of retail location, international retail location

Retail Communications – opportunities and challenges associated with retail communications and related decisions, elements of the retail communications mix

The Future of Retail – stores of the future, reimagining retail