Course : Retail Marketing

Course Code : BMKT 32743

Credit Value : 3

Status : Optional

Level                           : Level 3

Semester                     : Semester II

Overall Learning Outcomes : At the end of the session students should be able to;

  1. recognize the role of retail marketing as an integrated strategic tool in activations of the brand
  2. formulate retail strategies according to the given retail context and design retail structures
  3. illustrate retail marketing mix including location
  4. assess the outcomes of retail marketing practices pertaining to financial and non-financial perspectives
  5. analyze international retailing strategies and discuss the mechanism of implementing those strategies
  6. apply retail marketing strategies for a given scenario

Course Content                     :

Topic No.

Topic

Learning Outcomes

Teaching and Learning Method

Method of Assessment

1

Introduction to Retail Marketing

At the end of the session students should be able to;

  1. define retail marketing and its basic concepts
  2. discuss the main functions of  retail marketing
  3. build an understanding of the wheel of retailing and the retail life cycle
  4. outline the theories of retail change
  5. discuss applications of IT in retail marketing

Lectures

Class room discussions

End Semester Examination

2

The Competitive Environment of Retailing

At the end of the session students should be able to;

  1. identify the competitive environment for retail markets (including the impact of supply chain, competitor reactions, consumer responses, channel demands and legal factors)
  2. differentiate the main types of retail organizations
  3. assess the major retailing trends and their applicability
  4. compare major retailing formats based on their unique characteristics (including retail outlet density, small store format, large store format etc…)

Lectures

Class room discussions

End Semester Examination

3

Identifying and Understanding Consumers

At the end of the session students should be able to;

  1. identify consumer motives for shopping, store choice, the patronage decision process, segmenting retail markets and customer retention concept
  2. design retail marketing segments by applying different segmenting approaches
  3. inspect customer loyalty programs and measurements techniques

Lectures

Class room discussions

End Semester Examination

4

Retail Strategy and Planning

At the end of the session students should be able to;

  1. define the concept of retail marketing strategies and planning
  2. evaluate macro and micro environment (including PESTEL, five forces analysis, competitor analysis)
  3. assess strategic direction by considering value, competitive advantage and strategic mission
  4. discuss strategies for growth with referring to diversification or specialization, acquisition & mergers, and alliances & concessions

Lectures

Class room discussions

End Semester Examination

5

Monitoring Marketing Performance and Financial Performance

At the end of the session students should be able to;

  1. identify the concepts store image and brand equity (including store personality, brand quality dimensions)
  2. assess store image elements and measurements by referring to components of store image
  3. compare the retailer’s image with clients, inter-branches, departments or categories and shopping center images
  4. examine the elements of cost and profitability (including auditing financial structure and components of retail cost)

Lectures

Buzz groups

Brainstorming sessions

End Semester Examination

6

Retail Location and Selling Environment

At the end of the session students should be able to;

  1. identify the concept of store location and  the importance of  locational planning for retailing
  2. analyze the town planning frameworks by considering the issues and their applicability in selecting retail location
  3. practice store location techniques & models and town planning & retailing
  4. propose store layouts and displays by considering to space elasticity and space management
  5. design impulsive  purchasing scenarios and measurements for unplanned purchasing

Lectures

Class room discussions

Field observation research

End Semester Examination, Group assignment

7

Product Selection and Buying

At the end of the session students should be able to;

  1. illstrate the functions of buying in retailing
  2. appraise the role of category management in retailing
  3. build product mix for a given retailing business model (including SKUs, product varieties, product line consistency, product associations)
  4. analyze retail buying decision process for a given scenario

Lectures

Class room discussions Case study

End Semester Examination

8

Private Label / Own brands

At the end of the session students should be able to;

  1. define the concept of "Retailer's own brands"
  2. evaluate the necessity of own brands in a competitive environment
  3. build strategies for own-branding (retailers' objectives, the supply of own brands, differentiating own brands)
  4. evaluate consumer response to own brands

Lectures

Case study

End Semester Examination. Assignment

9

Retail Pricing strategy

At the end of the session students should be able to;

  1. identify the role and importance of retail pricing
  2. criticize the relationship between price and demand with reference to price elasticity & sensitivity, threshold & reference prices
  3. discuss comparative dimension, geographical dimensions, assortment dimension and time dimensions for retail pricing
  4. propose how to improve retail pricing strategy in a given business model

Lectures

Class room discussions Case study

End Semester Examination

10

Retail Marketing Communication Mix

At the end of the session students should be able to;

  1. identify the role of advertising and promotion in retailing
  2. recognize trends in retail advertising and promotion
  3. appraise advertising decisions in reference to determining expenditure levels, selecting an agency, content and message, evaluating media alternatives and media planning
  4. evaluate the effects of advertising through models of advertising
  5. evaluate advertising performances after a campaign in a retail business (including financial and non-financial)

Lectures

Class room discussions

End Semester Examination

11

International Retail Marketing

At the end of the session students should be able to;

  1. compare and contrast the different forms of international retailing
  2. diagnose motives for retail internationalization
  3. evaluate international retail markets based on their macro environment, task environment and organizational environment

Lectures

Class room discussions

End Semester Examination

Recommended Reading:

  1. McGoldrick. Peter, (2002), "Retail Marketing", 2ndEdition, McGraw Hill.
  2. Barry Berman. and Joel R. Evans. (2001)“Retail Management: A strategic Approach”, Prentice Hall.
  3. Kent, T. and Ogenyi O., (2003), "Retailing", Palgrave Macmillan.
  4. Cox R. and BrittainP., (2004),"Retailing: An Introduction ", 5th edition, Prentice Hall.
  5. Levy. M. and WeitzB. (2007) “Retailing Management”, 6thedition. New York: McGraw-Hill Irwin.

 

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