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

This module explores how key marketing tools are used in the context of the highly dynamic and critical retail sector. We consider the marketing environment facing modern retailers in order to identify the key drivers for change, and the particular challenges and opportunities provided by new technologies such as virtual and augmented reality applications, and the complexities of operating in a multi-channel environment. You will develop an understanding of how retail atmospherics, store choice and location can contribute to the omnichannel retail experience for consumers. Examples and case studies will be drawn from various retail sectors, with a focus on the world of fashion (including luxury brands) and food retailing.

LO1: Develop an understanding of the competitive marketing environment in which modern retailers operate
LO2: Demonstrate a knowledge of retail marketing activities in traditional and omnichannel channel contexts
LO3: Evaluate and apply relevant and appropriate marketing theory and analytical and conceptual frameworks to different retail contexts
LO4: Identify, interpret and present strategic and tactical marketing recommendations for a retail organisation