Module Guide 2009/10 Module Code
MK2013
Module Title
Retail Marketing in the global environment
Credit value
15
Availability
Semester 1/2
Campus
Compton
Pre-requisites
MK1016 Principles of Marketing
Co-requisites
None
Prohibited combinations
None
Module Leader
Miguel Martins
Telephone
External 01902 323669 Internal 3669
mmartins@wlv.ac.uk
Room/Campus
CA110 Compton
Rationale This module provides an introduction to the retail environment and enables students to add to existing marketing knowledge and skills and apply them specifically to the retail sector. Considerable emphasis is placed upon student involvement and development of a critical understanding of current theoretical retail concepts, principles and strategies.
Assessment Description
Weighting
Submission Date
Next Resit Date*
1
Group Report and in-class presentation (summative)
50%
Week 7
Resit Week
2
Individual Systematic Literature review (summative)
50%
Week 12
Resit Week
*Further information available via WOLF – topic UWBS Resits
Submission of Coursework Assignment 1 will be submitted in week 7 class. Assignment 2 must be submitted through the SO. You should retain a copy of all work submitted.
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Learning Outcomes At the end of this module students are expected to be able to demonstrate ability to Key skills, intellectual skills, knowledge & understanding and subject specific skills as detailed in the PSTs for: BA Marketing/ International Marketing & Joint. At the completion of the module, the student is expected to be able to demonstrate: An understanding of the retail environment and the importance of the retail mix in this dynamic environment. An appropriate use of tools and concepts in order to formulate a strategic response to changes in the retail environment. An ability to critically evaluate key strategic issues facing retail organisations (e.g. the impact of technology). A development of Key skills – work with others, communicate effectively; effective use of IT. A development of Intellectual skills – Locate, analyse and synthesise data and arguments from multiple sources; Identify, select and critically evaluate solutions to problems.
Module Content Part 1 Retail Environment 1. The retail industry; Retail organisations and formats 2. The retailing macro and micro competitive environments; Theories of retail change 3. Shopping behaviour and market segmentation
Part 2 Retail Mix 1. Store location, property management, store management 2. Product decisions – assortment, buying, stock management, pricing 3. Communication decisions – advertising, personal selling, sales promotion, PR, atmosphere and layout, merchandising, customer service
Part 3 Retail Strategy 1. Formulating strategy – economies of scale and scope, growth strategies 2. Creating competitive advantage – distinctive competences, image and positioning strategies, retail branding 3. Creating value – Logistics, SCM, ECR and CRM
Part 4 Retail Challenges 1. Internationalisation 2. E-tailing and new formats 3. CSR, legal and ethical issues; leisure, heritage and shopping
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Learning Materials Key text
Fernie, J., Fernie, S. and Moore, C. (2003) Principles of retailing. Oxford: Butterworth Heinemann.
This book is available as an electronic book through the OPAC catalogue.
Recommended Reading th
Berman, B. and Evans, J. (2006) Retail management. 10 ed., Prentice Hall.
Cox, R. and Brittain, P. (2004) Retailing – an introduction. 5 ed., Pearson.
th
This book is also available as an electronic book through the OPAC catalogue.
Finne, S. and Sivonen, H. (2009) The Retail Value Chain: How to Gain Competitive Advantage through Efficient Consumer Response (ECR) Strategies. London: Kogan Page
Gilbert, D. (2003) Retail marketing management. 2
nd
ed., Harlow: Financial Times Prentice Hall.
This book is also available as an electronic book through the OPAC catalogue.
Hugos, M. and Thomas, C. (2005) Supply chain management in the retail industry. Chichester: Wiley.
Humby, C., Hunt, T. and Phillips, T. (2007) Scoring points: how Tesco is winning customer loyalty. nd 2 ed., London: Kogan Page.
McGoldrick, P. (2002) Retail marketing. London: McGraw-Hill.
Newman, A. and Cullen, P. (2002) Retailing: environment and operations. London: Thomson Learning.
Sternquist, B. (2007) International Retailing. New York: Fairchild Books.
Sullivan, M. and Adcock, D. (2002) Retail marketing. London: Thomson Learning.
Varley, R. and Rafiq, M. (2004) Principles of retail management. Basingstoke: Palgrave Macmillan.
Journals •
The Grocer (Compton Library)
•
Retail Week (Compton Library)
e- Journals •
European Retail Digest
•
International Journal of Retail and Distribution Management
•
International Review of Retail, Distribution and Consumer Research
•
Journal of retail & leisure property
•
Journal of retailing
•
Journal of retailing and consumer services
•
Retail merchandiser
Market Research Reports online •
Datamonitor (Retail/Retailing Industry Profiles)
•
Global Market Information Database [GMID]
•
Keynote
•
Mintel
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Electronic Resources A range of electronic resources is accessible from the Learning Centre web pages at www.wlv.ac.uk/lib. See under the heading 'Electronic resources' for details of electronic databases, online journals and newspapers, or follow the links under ‘Subject Starting Points’ in the menu to the Business and Management web pages at http://wlv.ac.uk/lib/business. Printed guides to electronic databases and many other resources are also available at Compton Park and Telford Learning Centres.
Finding journal articles The best way of finding useful journal articles is do a keyword search on the electronic databases. Two you will find particularly useful are: •
Ebsco Business Source Premier: a database containing several hundred key business and management journals with full text articles, updated daily.
•
Proquest Newspapers: full text access to a collection of archived, searchable British national and regional newspapers, updated daily.
Most databases are also available off campus, using the Athens password system for access. Follow the guidelines on the Learning Centre web pages or ask at the Learning Centre Help Desks.
Blended Learning In 2008, the University adopted a Blended Learning Strategy which promotes the integration of technology supported learning across all our modules. We believe this will improve the employability of our students and the effectiveness and efficiency of our learning and teaching practice. The Blended Learning Strategy identifies six student entitlements. The intention is that all students will come to have: • • • • • •
Access to a digital copy of all lecturer-produced course documents. e.g. module guides, assessment briefs, presentations, handouts, reading lists; Formative assessment/s opportunities on line with meaningful electronic assessment feedback; Opportunities to collaborate on line with others in their learning cohort; The opportunity to participate in electronic Personal Development Planning (ePDP); Ability to submit all (appropriate) assessments online; Opportunities to engage in interactive learning during all face to face sessions.
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