Core Module Information
Module title: Retail Marketing

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

Module code: MKT09907
Module leader: Fan Cleverdon Lu
School The Business School
Subject area group: Marketing
Prerequisites

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

Description of module content:

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.

Learning Outcomes for module:

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

Full Details of Teaching and Assessment
2022/3, Trimester 2, FACE-TO-FACE,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Anna Watson
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 15
Face To Face Tutorial 15
Independent Learning Guided independent study 170
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 1-4 6 HOURS= 0.50, WORDS= 0
Centrally Time Tabled Examination 60 1, 4 14/15 HOURS= 2, WORDS= 0
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100
2022/3, Trimester 3, FACE-TO-FACE,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: HONG KONG
Partner:
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 15
Face To Face Tutorial 15
Independent Learning Guided independent study 170
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 1-4 6 HOURS= 0.50, WORDS= 0
Centrally Time Tabled Examination 60 1,4 14/15 HOURS= 2, WORDS= 0
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100

Indicative References and Reading List - URL:
MKT09907 Retail Marketing