Module title: Retail Marketing

SCQF level: 09:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT09107
Module leader: Lucy Lu
School The Business School
Subject area group: Marketing Sales and Entrepreneurship
Prerequisites

Module code: MKT07101
Module title: Marketing 1
Examples of equivalent learning: Any marketing module at SCQF Level 7

2019/0, Trimester 2, Face-to-Face, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: Face-to-Face
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Lucy Lu
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning outcomes are assessed by means of a group presentation and formal examination ( closed book ) The field work and group presentation is worth 40% ( LO 1,2,3,4 ) and the examination 60% ( LO1,4 ) The group presentation will involve research, analysis and presentation of retail marketing information based on theoretical and industry findings. The group presentation tests the ability of the student to perform effectively within a team environment and demonstrate oral skills.The examination will reflect the students knowledge of academic concepts and how they are linked to retail marketing problems.It will also demonstrate effectiveness in written communication.

Employability/PDP/Scholarship skills
Employability skills embedded within the assessments are research skills, an understanding of the dynamics of a retail business and retail management. Confidence levels, interpersonal skills and professional speaking skills are enhanced through working in teams ( PDP outcome). Members of the teaching team have specialist knowledge of the retail environment and a scholary and research background in retail and related subjects.

Supporting equality & diversity & internationalisation
The group presentation allows students from a variety of backgrounds and cultures to learn from and support each other.The teaching team actively supports and encourages all students often on a one to one basis.All materials are on webct which allows diverse needs to be taken into account. The international nature of retailing is an intrinsic part of the module


Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Seminar 12
Face To Face Centrally Time Tabled Examination 2
Independent Learning Guided independent study 174
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Oral Presentation 40 1,2,3,4 6 HOURS= 0, WORDS= 0
Centrally Time Tabled Examination 60 1,4 12 HOURS= 2, WORDS= 0
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100

Description of module content:

The following topics will be covered in both lectures and tutorials; the retail environment and the functions of retailing; knowing your retail customers including psychographics, learning attitudes, motivation and perception: the retail marketing mix ; the importance of segmentation and positioning in gaining competitive advantage; the retailer as a brand and the impact of retail own brands ; how to create tangibility in services retailing ; retail site location; store image and display; on line retailing. Relevant audio visual material will be used such as dvd's and tutorial discussion will centre around key subjects such as retail trends and developments .

Learning Outcomes for module:

LO1: apply knowledge and understanding of relevant theory and practices in relation to retail marketing
LO2: analyse and appraise how different types of retailers apply the retail mix
LO3: solve research problems, discuss and interpret relevant detail in relation to retail marketing concepts and practices
LO4: formulate and apply knowledge through presentation in a professional and informed way

Indicative References and Reading List - URL:

Core - HELEN GORWOREK AND PETER MCGOLDRICK (2015) RETAIL MARKETING MANAGEMENT: PEARSON Vol. 1, 1st ed.
Recommended - DUNNE & LUSCH (2008) RETAILING;: PEARSON Vol. 1, 2nd ed.
Recommended - BERMAN B; EVANS J.R. (2010) RETAIL MANAGEMENT: A STRATEGIC APPROACH,: PEARSON. Vol. 1, 1st ed.
Recommended - THOMAS CHRIS & SEGEL RICK (2006) RETAILING IN THE 21ST CENTURY: WILEY Vol. 1, 1st ed.
Recommended - PATRICK VESEL & VESNA ZABNAR RELATIONSHIP QUALITY EVALUATION IN RETAILER'S RELATIONSHIPS WITH CONSUMERS (2010) : EUROPEAN JOURNAL OF MARKETING Vol. 44, 9th ed. - ISSN: 03090566
Recommended - PATRICK VESEL & V ZABLAR COMPREHENSION OF RELATIONSHIP QUALITY IN THE RETAIL ENVIRONMENT (2010) : MANAGING SERVICE QUALITY Vol. 20, 3rd ed. - ISSN: 09604529
Recommended - INSA-MASCHA MATTHIESO; PHAU IAN BRAND IMAGE INCONSISTENCIES OF LUXURY FASHION BRANDS: A BUYER-SELLER EXCHANGE SITUATION OF HUGO BOSS, AUSTRALIA (2010) : JOURNAL OF FASHION MARKETING AND MANAGEMENT Vol. 14, 2nd ed. - ISSN: 13612026
Recommended - MARY WERNER THE EFFECT OF USE OF ONLINE ADVERTISING AND ONLINE RETAILING ON MARKETING STRATEGY FOR PRODUCTS (2013) : JOURNAL OF AMERICAN ACADEMY OF BUSINESS, CAMBRIDGE Vol. 18, 2nd ed. - ISSN: 15401200
Recommended - STEPHEN PORTER AND CINDY CLAYCOMB THE INFLUENCE OF BRAND RECOGNITION ON RETAIL STORE IMAGE (1997) : THE JOURNAL OF PRODUCT AND BRAND MANAGEMENT Vol. 6, 6th ed. - ISSN: 1060421
Recommended - CHRISTOPHER MOORE, ANNE MARIE DOHERTY AND STEPHEN DOYLE FLAGSHIP STORES AS A MARKET ENTRY METHOD: THE PERSPECTIVE OF LUXURY FASHION RETAILING (2010) : EUROPEAN JOURNAL OF MARKETING Vol. 44, 1st ed. - ISSN: 03090566
Recommended - JEAN CHARLES CHABAT AND LAURETT DUBE EVOLUTION AND CHALLENGES FACING RETAIL ATMOSPHERICS: THE APPRENTICE SORCERER IS DYING (2000) : JOURNAL OF BUSINESS RESEARCH Vol. 49, 2nd ed.
Recommended - GREWAL D., ROGGEVEEN A.L., PUCCINELLI N. M. AND SPENCE C RETAIL ATMOSPHERICS AND IN STORE NON-VERBAL CUES: AN INTRODUCTION (2014) : PAYCHOLOGY AND MARKETING Vol. 31, 7th ed.
Recommended - DHRUV GREWAL; KUSUM AILAWADI; DINESH GAURI; KEVIN HALL; PRAVEEN KOPALLE; JANE ROBERTSON INNOVATIONS IN RETAIL PRICING AND PROMOTIONS (2011) : JOURNAL OF RETAILING Vol. 87, 1st ed.
Recommended - SHARMA P; BHARADHWAJ SIVAKUMARAN; ROGER MARSHALL EXPLORING IMPULSE BUYING AND VARIETY SEEKING BY RETAIL SHOPPERS: TOWARDS A COMMON CONCEPTUAL FRAMEWORK (2010) : JOURNAL OF MARKETING MANAGEMENT Vol. 26, 5th ed.
Recommended - KLINE BARBARA AND JANET WAGNER INFORMATION SOURCES AND RETAIL BUYER DECISION-MAKING: THE EFFECT OF PRODUCT- SPECIFIC BUYING EXPERIENCE (1994) : JOURNAL OF RETAILING Vol. 70, 1st ed.
Recommended - ELAD GRANOT, HENRY GREENE AND THOMAS G. BRASHEAR FEMALE CONSUMERS: DECISION MAKINGIN BRAND DRIVEN RETAIL (1994) : JOURNAL OF BUSINESS RESEARCH Vol. 63, 1st ed.
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