Modules

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

Requisites: (Any marketing module at SCQF Level 7 Pre-requisite: MKT07101 )
Description of module content:

This module explores how key marketing tools are used in the context of the highly dynamic and criticalretail sector. We consider the marketing environment facing modern retailers in order to identify the keydrivers for change, and the particular challenges and opportunities provided by new technologies such asvirtual and augmented reality applications, and the complexities of operating in a multi-channelenvironment. You will develop an understanding of how retail atmospherics, store choice and location cancontribute to the omnichannel retail experience for consumers. Examples and case studies will be drawnfrom various retail sectors, with a focus on the world of fashion (including luxury brands) and foodretailing.
Learning Outcomes for module:

Upon completion of this module you will be able to
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
2024/5, Trimester 1, IN PERSON,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: IN PERSON
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Fan Cleverdon Lu
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Lecture 15 In the lectures you will be introduced to the key concepts and critical issues facing retailers in a dynamic market environment.
Face To Face Tutorial 15 The interactive tutorials will connect theory to practice by consolidating your learning and applying this to contemporary cases.
Online Guided independent study 170 The learning and teaching methods are designed to encourage the development of independent learning skills, team working and cooperation, communication and critical thinking - all skills essential in the modern business world. Attendance, participation, and independent reading is essential if a high standard of work is to be achieved. Your contribution is important, not only in terms of your own learning, but as a stimulus for the learning for the whole group
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Oral Presentation 40 1~3~4 Week 7 HOURS= 20 mins The oral presentation will require you to work in a small group. The main task is to research, analyse, and evaluate retailers' marketing environment and offerings and suggest a new idea to improve the existing retail business.
Centrally Time Tabled Examination 60 2~3 Exam Period HOURS= 2 hours This is a closed-book examination on campus. You will be asked to answer two questions from a total of five. Each question will address topics covered in the lectures and tutorials. You are expected to demonstrate your understanding of relevant marketing theories and apply them in the analysis.
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100
2024/5, Trimester 2, In Person,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: In Person
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Anna Watson
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Lecture 15 In the lectures you will be introduced to the key concepts and critical issues facing retailers in a dynamic market environment.
Face To Face Tutorial 15 The interactive tutorials will connect theory to practice by consolidating your learning and applying this to contemporary cases.
Online Guided independent study 170 The learning and teaching methods are designed to encourage the development of independent learning skills, team working and cooperation, communication and critical thinking - all skills essential in the modern business world. Attendance, participation, and independent reading is essential if a high standard of work is to be achieved. Your contribution is important, not only in terms of your own learning, but as a stimulus for the learning for the whole group
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Oral Presentation 40 1~3~4 Week 7 HOURS= 20 mins The oral presentation will require you to work in a small group. The main task is to research, analyse, and evaluate retailers' marketing environment and offerings and suggest a new idea to improve the existing retail business.
Centrally Time Tabled Examination 60 2~3 Exam Period HOURS= 2 hours This is a closed-book examination on campus. You will be asked to answer two questions from a total of five. Each question will address topics covered in the lectures and tutorials. You are expected to demonstrate your understanding of relevant marketing theories and apply them in the analysis.
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100
2024/5, Trimester 3, In Person,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: In Person
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Fan Cleverdon Lu
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Lecture 15 In the lectures you will be introduced to the key concepts and critical issues facing retailers in a dynamic market environment.
Face To Face Tutorial 15 The interactive tutorials will connect theory to practice by consolidating your learning and applying this to contemporary cases.
Online Guided independent study 170 The learning and teaching methods are designed to encourage the development of independent learning skills, team working and cooperation, communication and critical thinking - all skills essential in the modern business world. Attendance, participation, and independent reading is essential if a high standard of work is to be achieved. Your contribution is important, not only in terms of your own learning, but as a stimulus for the learning for the whole group
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Oral Presentation 40 1~3~4 Week 7 HOURS= 20 mins The oral presentation will require you to work in a small group. The main task is to research, analyse, and evaluate retailers' marketing environment and offerings and suggest a new idea to improve the existing retail business.
Centrally Time Tabled Examination 60 2~3 Exam Period HOURS= 2 hours This is a closed-book examination on campus. You will be asked to answer two questions from a total of five. Each question will address topics covered in the lectures and tutorials. You are expected to demonstrate your understanding of relevant marketing theories and apply them in the analysis.
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100

Indicative References and Reading List - URL:
MKT09907 Retail Marketing
 

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