MK314 – Retail Marketing
Course Syllabus
Lecturer:
Phone Number:
E-mail:
Course Schedule:
Room:
Office Hours:
All course days and by appointment
Course Outline:
This course is a consideration of retail marketing and current trends within the discipline. The
course provides a retail evaluation toolkit in order that students can apply this to any retail
business and evaluate the market position, competition and viability of that business.
Outline Syllabus:
WEEK 1 (Identification of Company)
Market Types (Buyers and Sellers)
Strategy and Consumer Integration
Channel Management
WEEK 2 (Literature for Company – Report Draft 1)
Business Planning and Customer Management
Customer Groups
Roles and Budgets
Tactics for Target Groups
WEEK 3 (Report Draft 2)
Managing the Marketing Mix
Influencing Buying
Loyalty Programmes
e-Business, e-Marketing and Sales
WEEK 4 (Report Conclusion)
Reflection and Feedback
Institute of International Studies
Ramkhamhaeng University
Course Objective :
To give students a clear introduction to, and understanding of retail marketing in order to apply the retail evaluation toolkit effectively.
Text Book:
Sullivan, M., Adcock, D. (2002) Retail Marketing Thomson Learning ISBN-10: 1861526024
Assessment: An individual report on a retail business of your choice (situated within Thailand) and research on the market position and competition of the retail business, application of
the retail evaluation toolkit with recommendations on a forward strategy for that business.
Please note: BBA students are expected to attend ALL classes. You should obtain permission
from the Instructor to miss a class, if possible, before the class. 80% attendance is required.
Retail Management Assignment July 2007
You are required to outline and evaluate a retail company of your choice in Thailand.
You are to undertake the following evaluations:
1. Source and demonstrate statistics concerning size, impact, turnover, locations,
workforce for your company
2. Apply some elements of strategic management analysis
3. Apply the Retail Evaluation Toolkit
This is an individual assignment. Your submission should be on NO MORE than 6 sides of A4 (not including
appendices) and it should be well referenced in terms of sources of information and ideas (using the Harvard
referencing approach).
There are slides for support with evaluations 2 and 3 above and these can be found on:
http://cwis.livjm.ac.uk/bus/busrmccl/me/retm.htm
You are required to submit the assignment on day 1 (Monday) of the last week of the module.
PLEASE NOTE: ANY STUDENT WHO ATTENDS LESS THAN 50% OF CLASSESWILL NOT BE PERMITTED TO SUMIT THE FINAL REPORT.
Institute of International Studies
Ramkhamhaeng University
Marking Scheme
Name:
Section
(Possible
Marks)
Comments
Grade
Mark
Initial Research
(10)
Contents
Report
(70)
Introduction
Literature
Issues
Evaluation of Retail Company
Management Analysis
Conclusion
References
(Harvard)
(10)
Appendices
Extra Marks
(Quality of Report)
(10)
Total Mark
Grade