This module aims:To explain using theory and practical cases the strategic importance of retailing to the firm. Examine the focus on category management within retailing and to outline the contribution technology can make to retailing management.On completion of the module students will be able to assess the requirements to develop and implement a successful retail strategy and understand how all decision areas in retailing need to be integrated.
Introduction
The nature and structure of retailing, the retail environment, the nature of retail competition, the retailer in the marketing channel, the changing retail environment and digital technologies in retailing, explaining category management.
Designing Retail Strategy
Store image , Human resourcing, loyalty and patronage management, store location and assessment of demand, competitive strategy options. Atmospherics, experiential retailing and store facilities management. The retail marketing mix. International aspects of retailing.
Category Management
Measurement and productivity, retail value chain management, Category management cycles, Category Role, category management cycles, Category tatics.
Module Modification
The module content will be amended as appropriate on an ongoing basis to reflect any changes in retail practice or thinking.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 30 |
| Formal Examination | 70 |