MK318
BRIGHTON BUSINESS SCHOOL
MOULSECOOMB MODULAR SCHEME
TITLE:
Retail Marketing and Distribution 1
LEVEL:
3
CREDIT RATING:
10
SUBJECT AREA:
MODULE TYPE:
Single
SEMESTER OFFERED:
Marketing
1
Course(s) for which module is acceptable and status in course:
Final Year Optional Module for courses satisfying Pre-Requisites below
PRE-REQUISITES:
MK184 Principles of Marketing, or MK185 Essentials of Marketing, or equivalent
AIMS:
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Explore and evaluate retailers’ strategies and operations.
Apply theoretical frameworks to a variety of retail contexts.
Use contemporary examples to evaluate the relationship between the retailer and its
customers, suppliers and competitors.
Apply retailing concepts in the context of retail supply chain, distribution and logistics.
LEARNING OUTCOMES:
On completion of the module the students should be able to:
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Describe and define major theories of retail institutional change and assess their
relevance for specific retailers.
Relate the intelligence gathered on consumers and competition to strategic
segmentation choices exercised by retailers.
Demonstrate an awareness of the importance of well managed relationships within
the retail supply chain.
Critically evaluate retailer strategies and the integrated retail marketing mix,
assessing benefits and risks.
Evaluate the role and contribution of technology in improving the effectiveness of
retailers’ activities.
Research, investigate and evaluate a range of opportunities and problems, using a
variety of learning resources.
Apply independent critical judgement and analysis including evidence based
recommendations.
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Relate the application of theory to contemporary examples.
CONTENT:
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Major store types and the development of alternative retailing methods.
The history of retail development and power including environmental factors and the
European and global contexts, including retailing development theories.
The relationship between manufacturers/suppliers and retailers including options for
managing inventory and channels of distribution.
Identifying market needs, understanding segmentation, consumer buying behaviour, the
use of marketing research and electronic information.
The development of retail strategy including strategic choices, positioning, and
competitive advantage.
The retailer marketing mix: product management, differentiation, own brands, super
brands, copycat branding, service and relationship marketing/loyalty.
The retailer marketing mix: pricing strategies; location and channel decisions.
The selling environment, atmospherics, layout, merchandise display and store design.
The promotional mix, customer loyalty schemes, relationship marketing.
TEACHING & LEARNING STRATEGIES:
Lectures will introduce students to the theory of retail marketing. Seminars will have linked
exercises based on articles and other materials.
Lectures:
10
Seminars: 10
Workshops: 0
Open Learning:
Self Study:
Assessment:
0
50
30
Total:
100
LEARNING SUPPORT:
Indicative reading:
Latest editions of texts:
McGoldrick P, Retail Marketing, McGraw Hill.
Christopher, M, Logistics and Supply Chain Management, FT Prentice Hall.
Journals and trade press:
International Journal of Retail and Distribution Management
Journal of Retailing
European Retail Digest
Journal of Marketing
Mintel Retailing reports
Keynote Retailing reports
Retail Week
The Grocer
Drapers
Free e-newsletters:
IGD Supply Chain Analysis (www.igd.com)
Daily Retail News (www.theappointment.co.uk)
Retail Paradox Weekly (www.rsrresearch.com)
ASSESSMENT:
Group presentation 40%
Individual report 1,500 words 60%
BRIEF DESCRIPTION OF THE MODULE:
With over 10% of the UK workforce employed in retail, and expectations for continuing
growth in the industry, this module offers a valuable introduction for any student
considering a career in retailing, as well as those with an academic interest in the subject.
The whole spectrum of retailing is explored in a hands-on, practical format, from industry
structure and historical development to current trends and projected developments. This
broad-based module can be seen as a stand-alone elective, or can lead in to the follow-on
elective in Semester 2, where students have the opportunity to explore and apply the topics
in more depth, adding further topics to their knowledge.
Area Examination
Board:
Marketing
External
Examiner:
Faculty:
Brighton Business
School; MIS.
Site where
delivered:
Module Writer(s):
Jane Priddis and Patrick Ballin
Date of First
Approval:
Version Number
Date of Last
Revision:
1
Moulsecoomb