MODULE SPECIFICATION TEMPLATE
MODULE DETAILS
Module title
Module code
Credit value
Level
Mark the box to the right of the
appropriate level with an ‘X’
Retail Marketing and Distribution
MK321
20
Level 4
Level 5
Level 6
Level 0 (for modules at foundation level)
x
Level 7
Level 8
Entry criteria for registration on this module
Pre-requisites
Specify in terms of module codes or
equivalent
MK184 Principles of Marketing, MK185 Essentials of Marketing or
equivalent
Co-requisite modules
Specify in terms of module codes or
equivalent
Module delivery
Mode of delivery
Taught
Other
x
Distance
Placement
Pattern of delivery
Weekly
x
Block
Other
Online
When module is delivered
Semester 1
Semester 2
Throughout year x
Other
Brief description of module With over 10% of the UK workforce employed in retail, and expectations
content and/ or aims
for continuing growth in the industry, this module offers a valuable
Overview (max 80 words)
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 gives students the opportunity to explore and
apply the topics in depth, and to apply them in practice. The module will
give students the main retail marketing and distribution concepts, then
build on these with additional concepts and apply them as they build their
portfolios. There will be a strong emphasis on real-world retailing, as well
as self-motivated learning. Students will apply the concepts they learn in a
hands-on project, creating a viable strategy for a real retailer. Various
guest speakers from real retailers add to the level of reality in the
students’ work.
Module team/ author/
Jane Priddis and Patrick Ballin
coordinator(s)
School
Brighton Business School
Site/ campus where
Moulsecoomb
delivered
Course(s) for which module is appropriate and status on that course
Course
Final year elective for courses satisfying the pre-requisites
MK184 Principles of Marketing, MK185 Essentials of Marketing
Module descriptor template: updated Aug 2012
Status (mandatory/ compulsory/
optional)
Optional
or equivalent
MODULE AIMS, ASSESSMENT AND SUPPORT
Aims
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Learning outcomes
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.
Enable students to apply their in-depth knowledge of retail
marketing and distribution, in order that they can carry out a full
marketing audit for a real retailer and create a viable strategy for
that retailer.
Apply retailing concepts in the context of retail supply chain,
distribution and logistics.
On completion of the module the students should be able to
demonstrate:
Subject specific
 The ability to examine the strategic options open to retailers in
the context of both marketing and supply chain/distribution
issues.
 An understanding of the inter-relationship and importance of a
wide range of issues surrounding retail marketing and
distribution decisions.
 The ability to set realistic and measurable objectives and
create a viable marketing strategy for a real retailer.
 The ability to describe and define major theories of retail
institutional change and assess their relevance for specific
retailers.
 The ability to relate the intelligence gathered on consumers
and competition to strategic segmentation choices exercised
by retailers.
 An awareness of the importance of well managed relationships
within the retail supply chain.
 Critical evaluation of retailer strategies and the integrated retail
marketing mix, assessing benefits and risks.
 An understanding of the role and contribution of technology in
improving the effectiveness of retailers’ activities.
 The relation of theory to contemporary examples.
Cognitive:
 The ability to gather relevant data and information about
retailers and use analysis tools to create an intelligent
assessment of their current situation
 The ability to research, investigate and evaluate a range of
opportunities and problems, using a variety of learning
resources.
 The application of independent critical judgement and analysis
including evidence based recommendations
 The ability to report and present their results in a professional
Module descriptor template: updated Aug 2012
manner
Content
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Learning support
The history of retail development and power including
environmental factors and the European and global contexts,
including retailing development theories.
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.
Current strategies of different retailers, including tools for exploring
the reasons for these, and analysing their effectiveness.
The relationship between manufacturers/suppliers and retailers
Retail buying, merchandising and space planning, plus the art and
science of space planning and inventory, in the context of overall
store design.
Multi-platform retailing, focusing on new technologies in retailing,
and exploring both marketing and supply chain issues.
Retail inventory management, retail supply chain design, lean and
agile retail supply chains, and the impact of these on retailer
strategies.
‘Lean and green’ retailing, exploring environmental pressures in
retailing, including sourcing, transportation and waste issues in the
retail supply chain.
Retail ethics, including issues such as fair trade and ethical
sourcing, over-packaging, global buying, cost and pricing
structures, the trend towards ‘category killers’ and their impact on
the traditional high street, etc.
Global retailing and its impact on UK retailer strategies
Major store types and the development of alternative retailing
methods.
Indicative reading:
The latest editions of:
Textbooks:
McGoldrick P, Retail Marketing, McGraw Hill.
Hugos, M. & Tomas, C., Supply Chain Management in the Retail
Industry, Wiley
Fernie, J. & Sparks, L. (Eds), Logistics and Retail Management, Kogan
Page
Journals and trade press:
International Journal of Retail and Distribution Management
Module descriptor template: updated Aug 2012
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)
Teaching and learning activities
Details of teaching and
learning activities
Weekly lectures and seminars.
Allocation of study hours (indicative)
Study hours
Where 10 credits = 100 learning hours
SCHEDULED
This is an indication of the number of hours students can expect to
spend in scheduled teaching activities including lectures, seminars,
tutorials, project supervision, demonstrations, practical classes and
workshops, supervised time in workshops/ studios, fieldwork,
external visits, and work-based learning.
40
GUIDED INDEPENDENT
STUDY
All students are expected to undertake guided independent study
which includes wider reading/ practice, follow-up work, the
completion of assessment tasks, and revisions.
160
PLACEMENT
The placement is a specific type of learning away from the University
that is not work-based learning or a year abroad.
TOTAL STUDY HOURS
200
Assessment tasks
Details of assessment for
this module
Group presentation 30%
Individual portfolio, up to 4,000 words, 70%
Types of assessment task1
% weighting
Indicative list of summative assessment tasks which lead to the award of credit or which are required for
progression.
(or indicate if
component is
pass/fail)
WRITTEN
Written exam
COURSEWORK
Written assignment/ essay, report, dissertation, portfolio, project
output, set exercise
70
PRACTICAL
Oral assessment and presentation, practical skills assessment, set
exercise
30
1 Set exercises, which assess the application of knowledge or analytical, problem-solving or evaluative skills, are included
under the type of assessment most appropriate to the particular task.
Module descriptor template: updated Aug 2012
EXAMINATION INFORMATION
Area examination board
Marketing
Refer to Faculty Office for guidance in completing the following sections
External examiners
Name
Position and institution
Date appointed
Date tenure
ends
Refer to Studentcentral
QUALITY ASSURANCE
Date of first approval
2013
Only complete where this is not the
first version
Date of last revision
Only complete where this is not the
first version
Date of approval for this
version
Version number
Modules replaced
Specify codes of modules for which
this is a replacement
Available as free-standing module?
Module descriptor template: updated Aug 2012
Yes
No
x