Retail Marketing

MCEL62302 Retail Marketing 20 Semester 2 Postgraduate Taught Level 7 Lee Webster Unit coordinator 1 FHEQ level (Framework for Higher Education Qualifications) ' Masters/Integrated Masters P4 ' European Credit Transfer & Accumulation System Rating : 10.0 The unit considers retail marketing strategy and the retail marketing mix with particular focus on understanding the consumer and competitors in the context of the overall organisation. Marketing planning, market segmentation, branding and communications within the overall retail experience for the consumer is explored.  The unit considers retail marketing strategy and the retail marketing mix with particular focus on understanding the consumer and competitors in the context of the overall organisation. Marketing planning, market segmentation, branding and communications within the overall retail experience for the consumer is explored.  The unit explores key concepts in retail marketing, so that students become aware of the value of marketing both for established retail businesses and for start-ups operating within a rapidly changing business environment.  The unit introduces students to established theoretical tools and techniques from marketing and asks that they apply them to real-world retail examples in order to make judgments about current and future marketing strategies and tactics. Knowledge and understanding A1. Describe the typical marketing approaches used by fashion retailers A2. Explain the links between strategy and execution Intellectual skills B1. Demonstrate the skills of critical thinking and analysis. B2. Develop analytical skills in the context of retail marketing B3. Evaluate strategies to meet given objectives Practical skills C1. Find, evaluate, synthesise and use information from a variety of sources C2. Develop presentation and communication skills C2. Transferable skills and personal qualities D1. Develop capability in the process and techniques of student-directed learning D2. Demonstrate an ability to solve problems D3. Demonstrate an ability to reflect on learning from the unit and how it may be applied in other contexts. Brief Syllabus:  ▪ Marketing Strategy  ▪ Consumer Behaviour  ▪ Branding and Retail Image  ▪ Marketing Communications   Lectures and seminars. Supported by Blackboard. 0 Other 100% Summative: •    Business Report 50% •    Reflective Report 50% Formative: •    Group presentations Attending lectures, joining discussions about case studies and doing short work tasks set within the lecture session.Undertaking work in groups and presenting to the whole class with follow-up feedback.Replying to individual questions at the end of each lecture session and providing brief replies to e-mails.Messages may be sent to the whole class via Blackboard if the point raised could be of benefit to the whole class. Attending lectures, joining discussions about case studies and doing short work tasks set within the lecture session. Undertaking work in groups and presenting to the whole class with follow-up feedback. Replying to individual questions at the end of each lecture session and providing brief replies to e-mails. Messages may be sent to the whole class via Blackboard if the point raised could be of benefit to the whole class.   MSc IFR (BPI) MSc Int Fash Ret (Bus Pro Imp) PGDT Taught Component Mandatory N •  Main texts: Dunne, P. M., Lusch, R. F., & Carver, J. R. (2014). Retailing. Cengage Learning. Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan Page. Kotler, P., Keller, K. L., Ancarani, F., & Costabile, M. (2014). Marketing management 14/e. Pearson. •  Additional references: Aaker, D. (2014). Aaker on branding: 20 principles that drive success. Morgan James Publishing. Gerry, J., Whittington, R., & Scholes, K. (2017). Exploring Strategy. Pearson Oswald, L. R., & Oswald, L. (2012). Marketing semiotics: Signs, strategies, and brand value. Oxford University Press. Students will be encouraged and expected to use on-line resources and library facilities. Additional references to support each topic are provided during lecture sessions.   Lectures 22 0 178