Omnichannel Retailing

MATS61482 Omnichannel Retailing 20 Semester 2 Postgraduate Taught Level 6 Courtney Chrimes Unit coordinator 1 FHEQ level (Framework for Higher Education Qualifications) ' Masters/Integrated Masters P4 ' European Credit Transfer & Accumulation System Rating : 10.0 This unit will introduce the concept of omnichannel retailing, critiquing how channels complement and support each other in an effort to deliver a superior customer experience, and thereby gain competitive advantage. This unit will introduce the concept of omnichannel retailing, critiquing how channels complement and support each other in an effort to deliver a superior customer experience, and thereby gain competitive advantage. Cross-channel integration and collaboration is essential to deliver a seamless customer experience, however there are many integration challenges that will be explored. The unit will take an applied approach to the subject, exploring in detail the different types of retail channels, which will provide the context(s) for the application of relevant theoretical frameworks. This unit explores the different types of retail channels evaluating the changing nature (including the structure and organisation) of the fashion industry in order to achieve and maintain market competitiveness. The principles of omnichannel retailing and development of channels, service and technology will be explored. A greater depth of the learning outcomes will be covered in the following sections:<ul> <li>Knowledge and understanding</li> <li>Intellectual skills</li> <li>Practical skills</li> <li>Transferable skills and personal qualities</li></ul> <ul><li>Evaluate in-depth and advanced resources pertaining to the theoretical and practical understanding of their subject, discipline, or profession in an international context</li><li>Demonstrate professional and academic responsibility, integrity and ethical considerations in an international context</li></ul> <ul><li>Demonstrate high level cognitive skills of critical thinking, analysis and synthesis</li><li>Synthesise ideas and knowledge pertaining to fashion retail and evaluate a range of options to create solutions</li></ul> <ul><li>Find, evaluate, synthesise and use information from a variety of sources</li><li>Express complex ideas and argument coherently in appropriate formats</li></ul> <ul><li>Perform effectively in a team environment, exercising leadership, teambuilding, negotiation and project management skills</li></ul> This unit makes use of a variety of learning and teaching processes including: lectures, problem based learning, practical sessions; case studies, and discussions. Blackboard will be used to present lecture notes and supporting materials for the unit. The lectures with develop the theoretical subject knowledge, whilst the case studies and discussions will evaluate the importance and application of techniques, with practical sessions visualising these findings. Blackboard may also be utilised for assessment using Turnitin. 1 Written exam 70% 7 Oral assessment/presentation 30% Written and verbal. N <ul><li>Chaffey, D. & Ellis-Chadwick, F. (2019) Digital marketing: strategy, implementation and practice, 7th   edition, Pearson.</li><li>Fill, C. & Turnbull, S. (2019) Marketing Communications: discovery, creation and conversations, 8th edition, Pearson.</li><li>Goworek, H. & McGoldrick, P. (2015) Retail Marketing Management, Pearson.</li><li>Turban, E., King, D., Lee, J. K., Liang, T. P., and Turban, D. C. (2015). Electronic commerce: A Managerial and Social Networks Perspective, 8th ed., Cham: Springer.</li></ul> 0 0 0