This is an introductory module into the applied aspects of the marketing discipline which are relevant to the retail sector. Its specific emphasis is on the key issues and characteristics of marketing within the world of retailing and the resulting management issues and challenges. This module is designed to enable students gain the requisite knowledge for the development of marketing strategies both from a traditional and digital marketing perspective. In particular it seeks to ground students in a discipline which will support them in addressing the specific issues which they will encounter as managers of the future in a demanding retail environment.
An Introduction to Retail Marketing
Introducing the concept and tracing the evolution of retail marketing. The development of retail power, control of the marketing mix and the retail marketing function will all be discussed.
The Retail Competitive Environment in Ireland
An overview of the retail sector in Ireland including the social enterprise retail sector. Investigating such issues as demographics, economy, social and cultural trends, consumption and shopping patterns, the structure of sectors within the industry, types of retailing organisations and emerging retail formats.The technological environment will also be examined and in particular the developments in digital marketing and social media marketing and their implications for retailers.
Retail Marketing Strategy
Retail marketing planning, segmentation targeting and retail positioning will be explored
Customer Loyalty
The various conceptualisations of loyalty will be examined and their implications for modern customer loyalty programmes. The role and effectiveness of customer loyalty programs in building customer loyalty will also be examined.
Branding and Retailers’ Own Brand Strategy
The nature of brands and brand equity will be explored within the context of the growth and development of Retailer Brands. The development of retailers’ own bands will be explored together with a review of retailers’ own-brand strategies and consumer response to own brands. The future direction for own brands will be explored.
Retail Marketing Communication strategies
The marketing communications mix will be explored with particular focus on digital and social media marketing communications strategies used within the retail industry.
The module will be delivered by way of lectures and may be supported by tutorials, seminars, guest speakers and in -class discussions or debates. Students will be expected to play an active role in weekly research activity and discussions to broaden their understanding of the issues under scrutiny. Throughout the module, students are encouraged to undertake independent reading to supplement and consolidate the theoretical content and to broaden their individual knowledge and understanding of the subject. Outside class contact time, the students may access material or post contributions to a dedicated online resource through the virtual learning environment
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |