Retail Marketing

The unit considers retail marketing strategy and the retail marketing mix with particular focus on understanding the consumer and competitors in the context of the overall organisation. Marketing planning, market segmentation, branding and communications within the overall retail experience for the consumer is explored. 

Attending lectures, joining discussions about case studies and doing short work tasks set within the lecture session.
Undertaking work in groups and presenting to the whole class with follow-up feedback.
Replying to individual questions at the end of each lecture session and providing brief replies to e-mails.
Messages may be sent to the whole class via Blackboard if the point raised could be of benefit to the whole class.

 

The unit explores key concepts in retail marketing, so that students become aware of the value of marketing both for established retail businesses and for start-ups operating within a rapidly changing business environment.  The unit introduces students to established theoretical tools and techniques from marketing and asks that they apply them to real-world retail examples in order to make judgments about current and future marketing strategies and tactics.

Knowledge and understanding
A1. Describe the typical marketing approaches used by fashion retailers
A2. Explain the links between strategy and execution

Intellectual skills
B1. Demonstrate the skills of critical thinking and analysis.
B2. Develop analytical skills in the context of retail marketing
B3. Evaluate strategies to meet given objectives

Practical skills
C1. Find, evaluate, synthesise and use information from a variety of sources
C2. Develop presentation and communication skills C2.

Transferable skills and personal qualities
D1. Develop capability in the process and techniques of student-directed learning
D2. Demonstrate an ability to solve problems
D3. Demonstrate an ability to reflect on learning from the unit and how it may be applied in other contexts.

Brief Syllabus:
 ▪ Marketing Strategy
 ▪ Consumer Behaviour
 ▪ Branding and Retail Image
 ▪ Marketing Communications
 

Lectures and seminars. Supported by Blackboard.

Summative:
•    Business Report 50%
•    Reflective Report 50%

Formative:
•    Group presentations

Attending lectures, joining discussions about case studies and doing short work tasks set within the lecture session.

Undertaking work in groups and presenting to the whole class with follow-up feedback.

Replying to individual questions at the end of each lecture session and providing brief replies to e-mails.

Messages may be sent to the whole class via Blackboard if the point raised could be of benefit to the whole class.

•  Main texts:
Dunne, P. M., Lusch, R. F., & Carver, J. R. (2014). Retailing. Cengage Learning.
Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan Page.
Kotler, P., Keller, K. L., Ancarani, F., & Costabile, M. (2014). Marketing management 14/e. Pearson.

•  Additional references:
Aaker, D. (2014). Aaker on branding: 20 principles that drive success. Morgan James Publishing.
Gerry, J., Whittington, R., & Scholes, K. (2017). Exploring Strategy. Pearson
Oswald, L. R., & Oswald, L. (2012). Marketing semiotics: Signs, strategies, and brand value. Oxford University Press.

Students will be encouraged and expected to use on-line resources and library facilities. Additional references to support each topic are provided during lecture sessions.