Students will have exposure to the most current, comprehensive and exciting approaches to retail marketing in the global market place. Understanding consumer social and life style trends is a key strategic factor impacting on advertising, site selection, in store design and service experience, and customer contact. This module will enable students to carry out trading area analysis, site selection, customer relationship management, customer service programmes, creating store concepts, merchandising, external advertising and price-based promotions, and retail operation start up.
- Learning Outcomes
- 1. Recognise and critique, understand and differentiate the various types of retailers with their
associated internal and external advertising activity and price-based campaigns and why
retailers engage in such activities strategically.
2. Analyse and predict trends in consumer social and lifestyle attitude shifts so as to recognise
future strategic retail opportunities.
3. Evaluate trading area analysis and site selection techniques to determine the viability of
potential retail concepts.
4. Incorporate customer relationship management, customer service and customer
experiences techniques within a range of different retail settings.
- - This paper consists of six topics:
- Types of retailers and their different approaches to changing consumer social and lifestyle
trends supported by external and in store advertising.
- Trading area analysis and site selection.
- Customer relationship management (data collection at point of sale, targeting customers and
- Customer service (in store ambience, in store experiences, retaining customers in store for
longer periods and service recovery).
- Store image, layout, design and visual merchandising.
- External advertising and price-based promotions (brand and campaigns using traditional
mediums alongside web, text, word of mouth and new emerging technologies).
- Teaching and Learning Strategy
- Teaching will involve blended delivery methods incorporating the Moodle online delivery platform. Discussion of contemporary retail marketing practice can take place in board rooms facilitated by senior staff in their organisations or visits from these staff to the classroom; reflective practice from field trips; observation of strategic retail marketing practice from visits to malls; strips and shopping centres; and applied student work. The classroom will predominately be in the retail environment, off site to the campus.
- Basic of Assessment
- Candidates must achieve a minimum result of 40 in all assessments. They must also achieve a minimum C grade pass overall from all assessments to receive a passing grade for the module.
- Learning and Teaching Resource
- Required Text:
An extended reading list will be supplied by the tutor at commencement of the course. This will be updated annually.