You are on page 1of 16

Lancashire Business

School

BA: Year Three


Module Guide

Contemporary Retail Marketing ( MK3106)

Lecturer: Deji Sotunde


Email: dsotunde@lsbf.org.uk
Year: 3
Credit: 20

Contemporary Retail Marketing 2014

Page 1 of 16

MODULE AIMS

Lancashire Business
School

This module aims to equip students with an in-depth knowledge and


understanding of the theory and practice of Retail Marketing. In addition,
it aims to provide students with a thorough knowledge and understanding
of the theory and practice of the complementary area of Logistics, in its
role of ensuring product availability to the end-consumer. It also aims to
equip students with being able to evaluate contemporary retail marketing
developments shaping the industry as well as discussing changing
contemporary issues in the retail environment.
LEARNING OUTCOMES
On successful completion of this module a student will be able
to:
1. Discuss with confidence the multi-faceted role performed by
retailers in bringing together production and consumption
2.
3.

Explain and analyse critically the main set of Retail Marketing


principles
Demonstrate the ability to apply Retail Marketing concepts to the
practice of retail organisations in the UK and elsewhere in the world,
draw conclusions and generate alternative courses of action

4.

Identify and analyse current trends within Retail Marketing and


discuss the implications for retail organisations and consumers

5.

Relate current developments to future retail strategies

MODULE CONTENT
The module will explore and discuss:
1. Introduction to Retail Marketing: Types of retailing, the evolution of
Retail Marketing, retail institutional change, the structure of retailing in
the UK.
2. Consumer Behaviour: Theories of consumer behaviour, the consumer
buying decision process.
3. The Retail Marketing Mix: Retailing as a product, retail brand
management, merchandise management, retail service provision, major
store types, the selling environment, retail pricing, retail promotional
tools, store image, store loyalty management, retail location.
4. Applications of IT to Retail Marketing: Data capture at the point of
sale, electronic retailing.

Contemporary Retail Marketing 2014

Page 2 of 16

5.
6.
7

Lancashire Business
School
Corporate social responsibility, product

Ethics in Retailing:
safety, green issues, grey imports.
International Retailing: Motives and reasons for retail
internationalisation, international market entry strategies, positioning
and store image.
Contemporary Retail Marketing: To enhance student appreciation of
the ever changing retail environment and how contemporary
developments help influence RM

TEACHING AND LEARNING STRATEGY


The module will be taught in a way that will support the aims and learning
outcomes, as specified. A variety of methods will support effective
learning. These include lectures, seminar discussions, case study
analyses and videos. Students will be encouraged to consider current
trends in Retail Marketing and to critically review current applications and
case examples.
ASSESSMENT
There are three different methods of assessment for this module
designed to test all the learning outcomes. You must demonstrate
successful achievement of these learning outcomes to pass the module.
Assessment
s and due
date

Form of
Assessm
ent

29th of
March 2015
14th of May
2015

Individual
Essay
Presentati
on

31st of May
2015

Evaluativ
e
report/Ca
se study

%
Size of
Weighti Assessment/Dura
ng
tion/
Word count
(indicative only)
40%
1500-2000 words

Learning
Outcomes
being
assessed

20%

15 minutes
presentation

1, 2, 3,4,5

40%

2500 words

1, 2,3,4,5

1,2, 3 and 4

MODULE PASS REQUIREMENTS


You must attempt all elements of assessment. To pass the module a
40% overall grade must be achieved.

Contemporary Retail Marketing 2014

Page 3 of 16

Lancashire Business
School
Assignment 1: Individual Essay (1500 2000)
Topic: Promotion of both new and existing products can standout
without price reduction.
Task: To write a 1500 2000 word report that critically discusses the theory
and practice of marketing new and existing products. This report must focus
particularly on
Consumer behaviour
Consumer buying decision
Evolution of retail marketing
As well as using recommended text for the module, you must use examples
from news articles to support your discussions.
Assessment Criteria
Format, presentation and structure
10%
All assignments should be word-processed. Correct spelling; grammar and
syntax should be used. The paper should have a coherent and logical
structure. Firstly the facts should be set out, then each issue should be
analysed in turn.
Knowledge of key academic principles
30%
Explained and analyse critically the main set of Retail Marketing principles
listed above. Evidence should be provided of knowledge of key academic
principles by making references to text from the article. They should be both
appropriate and accurate and should be fully referenced.
Depth of Analysis
40%
Discussed in sufficient depth of the Retail Marketing concepts listed above to
the practice of retail organisations in the UK and elsewhere in the world,
drawing conclusions and generated alternative courses of action. This should
involve the use and possibly the comparison of key situations such as the
differences in application regarding various subjects.
Appropriateness of Advice
20%
The assignment should meet the requirements of the brief as above. The
advice provided should flow from the analysis of retail marketing and
contemporary issues (as appropriate) and should reflect both those
principles and the facts of the case.
Assignment 2: Group Presentation (Project plan)

Contemporary Retail Marketing 2014

Page 4 of 16

Lancashire Business
School
You are expected to work in groups of 3-5 (as discussed in
seminars) for this coursework
Task: Choose a retailer within 3 miles proximity of the business school. For
this assignment you are expected to take on the role of Retail Marketing
Consultant and build a strategic marketing plan for your chosen retailer.
The following must be considered as key components in the strategic plan:
1. Situation Analysis
a. Brief background information about the retailer and its
industry/environment
b. Contemporary issues of importance to the retailer and environment
c. SWOT/PESTLE or Porters 5 Forces of the retailer
d. Discussion of need for a plan to address the above-mentioned
situation
2. Goals & Objectives
a. Overall goal to be achieved
b. Identification of objectives of strategic retail marketing plan (what is
the SMART objective (s) and key messages for your plan)
3. Target Market
a. How would you segment the market?
b. Who are the retailers target customers?
c. What is your rationale for chosen target market
4. Proposed Strategy
a. Outline of proposed overall strategy and rationale
b. Positioning of your value offerings
c. How do you organise the marketing mix to achieve your proposed
strategy? (The details for this part should go in sections 5-8)
5. Place
a. Logistics Management
b. Geographic location decisions
6. Product
a. Merchandise Management
b. Branding decisions
7. Price
a. Approaches to pricing your retail product
b. Your pricing and its relationship to value
8. Promotion
a. Communication Objectives
b. Advertising
c. Sales Promotion
d. Loyalty schemes
e. Use of Personal selling
f. Public relations
g. Any other promotional tools
Students will be given some time each week to discuss and plan their

Contemporary Retail Marketing 2014

Page 5 of 16

Lancashire Business
School
projects based on the content of that days lecture, thus building
the outline and design of the project in class and completing this design and
some of the practical aspects in their own time
Using academic concepts from this module, lecture notes and
module handbook as guidance, alongside recognised research
methods, apply all relevant aspects of marketing to this product, as
you would if you were a production company with a marketing
strategy and associated budget at your disposal.
This assessment continues onto assignment 3.
Presentation using MS PowerPoint: Each student must take part in the
presentation by taking their turn to actually present. Content should show
your application of relevant material. (Maximum 15 minutes)
THE PRESENTATION SHOULD NOT BE CREATED BY ONE MEMBER ONLY,
ALTHOUGH A LEADING TEAM MEMBER MAY COMPILE THE VARIOUS PARTS,
USING SECTIONS COMPLETED BY THE OTHER TEAM MEMBERS.
Assessment Criteria
Group:
Date:
Topic:
Good Points about the groups work:

Module/Year:
Assessor/Tutor:
Areas for improvement(s):

Marks
Presentation as a formal communication aid
Format, structure, content, context, depth of research/analysis, practicality,
appropriateness of advice (answers to questions)

Presentation structure is planned, coherent and logical with interesting/relevant


introduction, main body and conclusion/recommendation (addresses central topic)
12345

Presentation conforms to standard academic/professional format use of correct


spelling, syntax, grammar, references 1 2 3 4 5

Layout of slides, bullet points, images, tables, illustrations to clarify and/or


enhance the ideas presented 1 2 3 4 5

Incorporates module concepts/principles as well as used vocabulary specific to


the topic 1 2 3 4 5

Depth of research and analysis of the topic using adequate supporting details
(examples or comparisons, key cases from books, articles, journals, e-sources
etc.)
12345

Answered all the specific parts stated in the seminar brief 1 2 3 4 5

Evidence provided to support any assertions made in the presentation 1 2 3 4 5

Sustained development and depth of topic and/or argument


12345

Identified contemporary issues and provided appropriate/practical


ideas/recommendations 1 2 3 4 5

Demonstrated a range of knowledge and ability needed for the coursework 1 2 3


45

Delivery

A confident and enthusiastic presentation 1 2 3 4 5

Contemporary Retail Marketing 2014

Page 6 of 16

./5
0

Lancashire Business
School
Use of slides, images, tables, illustrations to clarify and/or enhance

delivery of point(s) 1 2 3 4 5
Delivery coherent and logical order in response to task based on presented
material 1 2 3 4 5
Non verbal communication (use of body language conveys personal meaning or
intention) 1 2 3 4 5
Verbal communication (use of voice, pitch, tone, pace to convey meaning or
intention) 1 2 3 4 5

./2
5

Answers to fielded questions

Q1:
5
Q2:
5
Q3:
5
Q4:
5
Q5:
5

1 2 3 4
1 2 3 4
1 2 3 4

./2
5

1 2 3 4
1 2 3 4

Total
Assignment 3: Individual Report/Case Study (2500 words)
Each individual group member will be expected to produce one piece of work
that will form part of the materials developed for the group project. This
piece of work will be marked as an individual assignment but will also be
considered as part of the project and as such is expected to be consistent
with the plans aims and objectives. Therefore the portfolio of materials will
include a variety of individual and group pieces of work.
The individual assignment will comprise two major parts:
PART A (500 words). A Brief summary of
1. Situation Analysis
2. Goals & Objectives
3. Target Market
4. Proposed Overall Strategy
PART B (2000 words). Elaboration on ONE element of following in
the plan:
5. Place
a. Logistics management
b. Geographic location decisions
6. Product
a. Merchandise management
b. Branding decisions
7. Price
a. Pricing approaches
8. Promotion

Contemporary Retail Marketing 2014

Page 7 of 16

b.
c.
d.
e.

a. Advertising
Sales Promotion
Loyalty schemes
Personal selling
Public relations

Lancashire Business
School

Each group member MUST choose different elements for their individual
assignment

Assessment Criteria
Format, report structure
10%
All assignments should be word-processed. Correct spelling; grammar and
syntax should be used. The paper should have a coherent and logical
structure. Firstly the facts should be set out, then each issue should be
analysed in turn.
Knowledge of key academic principles
30%
Evidence should be provided of knowledge of key academic principles. They
should be both appropriate and accurate and should be fully referenced.
Depth of Discussion/Analysis
40%
The key academic principle underpinning the chosen element of the
strategic marketing plan should be analysed and discussed in sufficient
depth. This should involve the use and possibly the comparison of these two
key classifications such as the differences in application regarding various
cases. So, consider the differences in context/situations, the degree of
appropriateness of the classifications and use examples to support your
work.
Quality of recommendations
20%
The assignment should meet the requirements of the brief as above. The
recommendation provided should flow from the analysis and must reflect
both those principles and the facts from the part A.
All work should be referenced and submitted to the UCLAN
exam/assessment team for MK3106

NB:
1. Plagiarism is the act of passing off someone elses ideas or work as
your own. It is a serious disciplinary offence.
2. The exam and assessment team will only receive assignments when
submitted with a completed LSBF Assessment Feedback Form.

Contemporary Retail Marketing 2014

Page 8 of 16

Lancashire Business
School
Students must sign the Assessment Feedback Form in
acknowledgement of the student declaration therein.

Contemporary Retail Marketing 2014

Page 9 of 16

MODULE DELIVERY SCHEDULE


* Each sessions lecture(s) will be between 1hour 1.5 hours, the rest of the sessions will be
interactive - exercises, case study, scenario analysis discussions and task driven (so preparation,
participation and engagement is a mandatory requirement)
Date

Topic & time


(09:30 12:00)

3rd
March
2015

Introduction to Retail
Marketing:
Types of retailing
The evolution of Retail
Marketing
Class Q&A exercise/
discussion

Introduction to Retail
Marketing:
The structure of retailing in the
UK
Retail institutional change
Case study

5th of
March
2015

Consumer Behaviour
Theories of consumer
behaviour
Class Q&A exercise/
discussion

Consumer Behaviour
The consumer buying decision
process
Case Study

12th of
March
2015
17th of
March
2015

The Retail Marketing Mix:


Retailing as a product

Retail brand management


Case study

The Retail Marketing Mix:


Merchandise management
Class Q&A exercise/
discussion

The Retail Marketing Mix:


Retail service provision
Case Study

Contemporary Retail Marketing 2014

Topic & time


(13:00 15:30)

Pre/post class
reading

Page 10 of 16

Pre/post
class
reading

26th of
March
2015
2nd of
April
2015
9th of
April
2015

The Retail Marketing Mix:


Major store types
Store image
The Retail Marketing Mix:
Retail location

The Retail Marketing Mix:


Store loyalty management

The Retail Marketing Mix:


The selling environment
Retail pricing
Class Q&A exercise/
discussion

The Retail Marketing Mix:


Retail promotional tools
Case Study

16th of
April
2015

Applications of IT to Retail
Marketing:
Data capture at the point of
sale
Class Q&A exercise/
discussion

Applications of IT to Retail
Marketing:
Electronic Retailing
Case Study

23rd of
April
2015

Ethics in Retailing:
Corporate social responsibility
Green issues, grey imports

Ethics in Retailing
Product safety

1
0

th

6
7

30 of
April
2015

International Retailing:
Retail internationalisation
Class Q&A exercise/
discussion

Case Study review/discussion

Seminar: Project Planning


International market entry
strategies
Positioning and store image
Seminar: Project Planning

th

7 of

Contemporary Retail

Contemporary Retail Marketing 2014

Page 11 of 16

May
2015

1
2

14th of
May
2015

Marketing:
The ever changing retail
environment
Contemporary developments
to influence RM

Contemporary Retail Marketing 2014

Seminar: Project Planning

Group presentations (15 minutes each)

Page 12 of 16

Taught Session etiquette:


It is expected that all students attend all taught sessions (except for
unforeseen circumstances). You must prepare in advance for sessions by
reading the appropriate chapter(s) in the core text and/or, materials.
Attendance at taught sessions will be monitored.
You will need to make notes during taught sessions. The power point
hand-outs contain the tutors notes and will have to be supplemented with
your own notes to aid understanding.
Mobile phones, tablets, pagers and other gadgets are to be SWITCHED
OFF and kept off desks. Anyone texting during a lecture or seminar will be
asked to leave immediately. All iPods or MP3 players must also be
removed and kept in bags.
Out of courtesy to staff and other students, it is expected that you adhere
to this etiquette. For further information, please see your copy of the
Student Charter.
http://www.uclan.ac.uk/study/files/student_charter.pdf
Attendance:
Attendance at taught sessions will be monitored.
IN THE EVENT OF STAFF ABSENCE
We strive to keep to the published timetable of lectures and seminars, and
communicate any changes that are necessary. For this reason it is
important that you regularly check your university email and
communicate any change to your mobile phone number. Although
unlikely, it is possible that an event could occur that means that a tutor is
unable to attend a session and there is no time to alert you to this (for
example there being limited time for the administrative team to contact
you before a Monday 9 am lecture). Hopefully this wont happen, but in
such a situation could you respond in the following way:
Lecture if you have an assignment for this module that is due in; please
use the time to work on this. If there is no outstanding assignment, then
please review the previous lecture and research the topic planned for this
week. It is likely that two lecture topics will be covered in the following
week.

Contemporary Retail Marketing 2014

Page 13 of 16

Workshop Use the time to complete a further conversation on tasks for


this module.

Contemporary Retail Marketing 2014

Page 14 of 16

BIBLIOGRAPHY
The following book is essential reading:
Corstjens, J. and Corstjens, M. (1999) Store Wars. The Battle for Mindspace
and Shelfspace, John Wiley & Sons, Chichester.
Dupuis ,M. and Dawson, J. (1999), European Cases In Retailing, Blackwell
Gilbert, D., (2003), Retail Marketing Management, Second Edition, Financial
Times /Prentice Hall, London.
Kent, t. & Omar, O., (2003), Retailing, Basingstoke, Plagrave Macmillan.
McGoldrick P. (2002) Retail Marketing, Second Edition, McGraw-Hill.
McGoldrick, P. J. and Davies, G. (eds) (1995) International Retailing: Trends
and Strategies, Financial Times/Pitman Publishing, London.
Omar, O. (1999) Retail Marketing, Financial Times/Pitman Publishing, London.
Wileman, A. and Jary, M. (1997) Retail Power Plays: From Trading to Brand
Leadership, Macmillan Press Ltd, London
Students are advised to read quality newspapers on a regular basis and to follow
developments in consumer affairs and business in the media (radio, television,
internet) as well as reading from practitioner publications. Students are also
expected to make extensive use of electronic resources including e-books and ejournals.
Research Resource(s):
Emerald Insight
Mintel Report
Keynote Report
Chartered Institute of Marketing

International Journal of retail &


Distribution Management
The Journal of Brand Management
Journal
of
Segmentation
in
Marketing
International Marketing Review
International Journal of Law and
Management

Journals:

Contemporary Retail Marketing 2014

Page 15 of 16

This is by no means the only material to be used. Students are


strongly advised to actively seek other material, particular
articles from 'quality' press and journals.