Module Description:
This module provides an introductory examination of the fundamental elements and principles associated with retail store environments. It emphasizes the interplay between various sensory elements—including visual, auditory, tactile, gustatory, and olfactory components—and their role in shaping the retail communication strategy. Through this curriculum, students will gain insight into store layout dynamics, both exterior and interior, and understand the strategic importance of aligning store presentations with target demographics. Furthermore, this module integrates a practical component through the utilization of 3D Virtual Reality software. This technological integration allows students to conceptualize and translate theoretical knowledge into spatial designs, fostering a foundational understanding of spatial utilization in a retail context.
Module Aim:
The overarching objective of this module is to furnish students with foundational knowledge concerning sensory merchandising. The curriculum spans the preliminary stages of conceptualization to the nuanced role of marketing managers in influencing design decisions. Upon completion, students are expected to possess a coherent understanding of the integrated nature of sensory elements in a retail environment and their implications for effective store management.
Detailed Description of syllabus content covered in module.
Building customer experiences; Why is store environments important?
Modern consumer behaviour; Identifying customer needs
Store Positioning; Concepts Definitions
Elements of a retail image
What is visual merchandising?
VM – Store Exterior
VM – Store Interior
How VM Supports Sales, Evaluating Space Productivity, Balancing Space & Exposure Requirement
How Consumers process VM messages
Correct Choice of Layout, Allocation of Floorspace – Gridiron, Freeflow, Minimal, Combination
Principles of Design; Visual Design Elements
Presentation Strategies for Walls
Displays
Signage
Lighting
Window Display & Merchandising
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Lectures: Traditional lectures supplemented with slide presentations, videos, and case studies to elucidate the principles of store environments and sensory merchandising.
Seminars: Small-group discussions centered around specific topics provide students a platform to share and critically analyze insights.
Workshops: Hands-on sessions focused on the 3D Virtual Reality software, enabling students to translate theoretical store concepts into visual representations.
Group Projects: Collaborative design tasks where students create store environments, integrating the sensory elements and principles discussed in the module. Culminating in presentations for peer review.
Guest Speakers: Invitations to retail and sensory merchandising professionals to share real-world experiences and case studies.
Field Trips: Visits retail stores to observe and analyze real-world applications of the taught concepts, offering an immersive learning experience.
Self-study & Research Assignments: Independent research tasks on specific topics, facilitating more profound understanding and exploration within the module's framework.
Interactive E-Learning Platforms: Online platforms featuring quizzes, videos, and discussion forums to supplement and reinforce traditional learning.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 50 |
| Other Assessment(s) | 50 |