BA: Year Three Module Guide

Contemporary Retail Marketing ( MK3106)

Lecturer: Deji SotundeEmail: dsotunde@lsbf.org.ukYear: 3Credit: 20

MODULE AIMS 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 OutcomesOn 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.Explain and analyse critically the main set of Retail Marketing principles

3. 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 ContentThe 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.

5.Ethics in Retailing: Corporate social responsibility, product safety, green issues, grey imports.

6.International Retailing: Motives and reasons for retail internationalisation, international market entry strategies, positioning and store image.

7Contemporary Retail Marketing: To enhance student appreciation of the ever changing retail environment and how contemporary developments help influence RM

Teaching and Learning StrategyThe 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.

AssessmentThere 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.

Assessments and due dateForm of Assessment% Weighting Size of Assessment/Duration/Word count (indicative only)Learning Outcomes being assessed

29th of March 2015Individual Essay40%1500-2000 words 1,2, 3 and 4

14th of May 2015Presentation20%15 minutes presentation1, 2, 3,4,5

31st of May 2015Evaluative report/Case study40%2500 words 1, 2,3,4,5

MODULE PASS REQUIREMENTS

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

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 CriteriaFormat, presentation and structure10%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 principles30%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 Analysis40%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 Advice20%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)

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 Analysisa. Brief background information about the retailer and its industry/environmentb. Contemporary issues of importance to the retailer and environmentc. SWOT/PESTLE or Porters 5 Forces of the retailerd. Discussion of need for a plan to address the above-mentioned situation

2. Goals & Objectivesa. Overall goal to be achievedb. Identification of objectives of strategic retail marketing plan (what is the SMART objective (s) and key messages for your plan)3. Target Marketa. How would you segment the market?b. Who are the retailers target customers? c. What is your rationale for chosen target market4. Proposed Strategya. Outline of proposed overall strategy and rationaleb. Positioning of your value offeringsc. How do you organise the marketing mix to achieve your proposed strategy? (The details for this part should go in sections 5-8)5. Placea. Logistics Managementb. Geographic location decisions6. Producta. Merchandise Managementb. Branding decisions 7. Price a. Approaches to pricing your retail product b. Your pricing and its relationship to value8. Promotiona. Communication Objectivesb. Advertisingc. Sales Promotiond. Loyalty schemes e. Use of Personal sellingf. Public relations g. Any other promotional tools

Students will be given some time each week to discuss and plan their 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: Module/Year:

Topic: Assessor/Tutor:

Good Points about the groups work:

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) 1 2 3 4 5 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-sourcesetc.) 1 2 3 4 5 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 1 2 3 4 5 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 4 5

./50

Delivery

A confident and enthusiastic presentation 1 2 3 4 5 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

./25

Answers to fielded questions

Q1: 1 2 3 4 5 Q2: 1 2 3 4 5 Q3: 1 2 3 4 5 Q4: 1 2 3 4 5 Q5: 1 2 3 4 5

./25

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 of1. Situation Analysis2. Goals & Objectives3. Target Market4. Proposed Overall Strategy

PART B (2000 words). Elaboration on ONE element of following in the plan:

5. Place a. Logistics managementb. Geographic location decisions6. Producta. Merchandise managementb. Branding decisions7. Pricea. Pricing approaches8. Promotion a. Advertisingb. Sales Promotionc. Loyalty schemesd. Personal sellinge. Public relations

Each group member MUST choose different elements for their individual assignment

Assessment CriteriaFormat, report structure10%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 principles30%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/Analysis40%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 recommendations20%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. Students must sign the Assessment Feedback Form in acknowledgement of the student declaration therein.

Lancashire Business School

Contemporary Retail Marketing 2014Page 1 of 12

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)DateTopic & time(09:30 12:00)Pre/post class readingTopic & time(13:00 15:30)Pre/post class reading

13rd March 2015Introduction 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 changeCase study

25th of March 2015Consumer Behaviour Theories of consumer behaviour Class Q&A exercise/ discussion

Consumer Behaviour The consumer buying decision processCase Study

312th of March 2015The Retail Marketing Mix: Retailing as a product

Retail brand management Case study

417th of March 2015The Retail Marketing Mix: Merchandise management Class Q&A exercise/ discussion

The Retail Marketing Mix: Retail service provisionCase Study

526th of March 2015The Retail Marketing Mix: Major store types Store imageThe Retail Marketing Mix: Store loyalty management

62nd of April 2015The Retail Marketing Mix: Retail locationCase Study review/discussion

79th of April 2015The Retail Marketing Mix: The selling environment Retail pricingClass Q&A exercise/ discussion

The Retail Marketing Mix: Retail promotional toolsCase Study

816th of April 2015Applications of IT to Retail Marketing: Data capture at the point of saleClass Q&A exercise/ discussion

Applications of IT to Retail Marketing: Electronic RetailingCase Study

923rd of April 2015Ethics in Retailing: Corporate social responsibility Green issues, grey imports Ethics in Retailing Product safety

Seminar: Project Planning

1030th of April 2015International Retailing: Retail internationalisationClass Q&A exercise/ discussion

International market entry strategies Positioning and store image

Seminar: Project Planning

117th of May 2015Contemporary Retail Marketing: The ever changing retail environment Contemporary developments to influence RM Seminar: Project Planning

1214th of May 2015Group presentations (15 minutes each)

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 ABSENCEWe 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.Workshop Use the time to complete a further conversation on tasks for this module.

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 e-journals.

Research Resource(s): Emerald Insight Mintel Report Keynote Report Chartered Institute of Marketing

Journals: 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

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.