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MODULE SPECIFICATION TEMPLATE
MODULE DETAILS
Module title
Consumer Psychology and Managing the Customer Experience
Module code
Level
MKM38
Level 4
Level 6
Level 5
X Level 7
Credit rating
20 CATS
Pre-requisites for
registration on this
module
eventually it is anticipated
that these will be specified
in terms of learning
outcomes; in the interim
they should be specified in
terms of other module
codes, or equivalent
NONE
Type of module
Period of time over which it
is delivered and mode of
delivery
TBC
Brief description of
module content and/ or
aims
Overview (max 80 words)
This module analyses the key components of retail spaces and
how these can be managed by retail organisations.
Increasingly it is recognised that the combined retail
environment (physical and virtual) provides a multi levelexperience. If this is going to be successfully managed by
organisations a clear understanding of store operations,
consumer thought processes, behaviour and the full retail
experience must be developed.
Module team/ author/
coordinator(s)
Harvey Ells, Richard Mitchell, Jane Priddis
Semester 1 or 2
TBC
Site/ campus where
delivered
Moulsecoomb
Field(s) for which module is appropriate and status in that field
Field
Status (mandatory/ compulsory/ optional)
Course(s) for which module is appropriate and status on that course
Course
Status (mandatory/ compulsory/ optional)
MSc Retail Management
Compulsory
MSc International Retail Management
Compulsory
MODULE AIMS, ASSESSMENT AND SUPPORT
Aims
Learning outcomes/
objectives
To enable students to:

Develop an understanding of how consumers think, feel and
are motivated to behave when purchasing retail goods and
services from multi-platform retail offerings.

Develop their understanding of the micro and macro retail
environments

Develop an understanding of how to manage retail operations
to enhance the customer experience and the retail
Servicescape.

To understand the social significance of retail processes,
spaces and destinations.

To contextualise the range of retail theories within an
observed retail sector case study.
By the end of the module students will be able to:
1. Identify and critically evaluate all key generic components of
consumer engagement with retail organisations and how
these contribute to the combined retail experience.
2. Demonstrate an understanding of how retailers utilise
consumer psychology and modify physical and virtual store
attributes to influence consumer behaviour.
3. Critically discuss the academic literature underpinning
consumer psychology, the management of retail stores and
the associated retail experience.
4. Critically evaluate observed industry practices from a chosen
retail sector when managing the retail experience and
associated Servicescapes.
Content

Key concepts in Consumer Psychology

The changing retail environment

Key strategic components of retail operations and multiplatforms

Visual merchandising and store atmospherics

The use of technology in store by customers

Retail store design

The Retail Servicescape

Shopping motivation and retail branding

Theories of retail consumer behaviour and choice

Retail space and place

Retail consumption and anthropology

Evolving consumer typologies

Retail case studies

Retailer and consumer ethics
Teaching and learning
strategy
Allocation of study hours to
activities (including premodule activities, contact
time, private study time and
assessment)
Total Learner hours are 200 (20 credits). The module consists of 40
contact hours, which are delivered in the form of lectures,
seminars and workshops.
Learning support
Including indicative reading,
computer packages, field
trips etc
Key Texts
Lectures
Workshops
Seminars
Self Study
Assessment
Total
Hours
20
10
10
80
80
200
de Chernatony L., McDonald M., Wallace E.(2010) Creating Powerful
Brands 4 edition London, Butterworth-Heinemann Falk P. and
Campbell C.B. (1997)
The Shopping Experience, London, Sage Publications
Jackson P., Rowlands M. and Miller D. (1998) Shopping Place and
Identity, London, Routledge
Lang T. and Gabriel Y (2006) The unmanageable consumer ,2nd
Edition, London, Sage Publications
Mc Goldrick P. (2002) Retail Marketing, London, McGraw-Hill Higher
Education.
Miller D. (1998) A theory of Shopping, London, Bognor Regis, Polity
Press
Wrigley N. and Lowe M. (2002) Reading Retail: A Geographical
Perspective on Retailing and Consumption Spaces, London, Hodder
Arnold
Indicative Journals
European Journal of Marketing
International Journal of Consumer Studies
International Journal of Retail and Distribution Management
International Review of Retail, Distribution and Consumer Research
Journal of Consumer Behaviour
Journal of Consumer Culture
Journal of Consumer Marketing
Journal of Consumer Psychology
Journal of Consumer Research
Journal of Consumer Studies and Home Economics
Journal of Fashion Marketing and Management
Journal of Marketing
Journal of Retail and Leisure Property
Journal of Retail Banking Services
Journal of Retailing
Journal of Retailing and Consumer Services
Journal of Service Management
Journal of Place Management and Development *
Psychology and Marketing
Retail Merchandiser
Quality Press
The Guardian G2 supplement
The Independent
FT.com
Assessment tasks
Including weighting of
individual tasks
Summative Assessment: An individual 5000 word analysis of best
practices exhibited by a chosen retail industry sector e.g. Health and
Beauty, Food, DIY or Electrical (100%) (Learning Outcomes 1,2, 3 and
4)
Formative Assessment: A short formative assignment to review key
concepts in the field.
EXAMINATION INFORMATION
Area examination board
External examiners
Name
Date appointed
QUALITY ASSURANCE
Date of first approval
Only complete where this is
not the first version
14th December 2011
Date of last revision
Only complete where this is
not the first version
25th January 2012
Date of approval for this
version
23rd February 2012
Version number
1.0
Modules replaced
Specify codes of modules for
which this is a replacement
N/A