• Retail Marketing BA(Hons) • Retail Management BA(Hons)

Chris DuttonAssistant Head of SchoolPrincipal Lecturer - RetailingCourse Leader

University of Brighton School of Sport & Service Management

A Significant Industry

• Retail is the UK’s 4th biggest graduate recruiter.

• 11% of the UK’s total workforce

• £311bn retail sales

• Internet Sales = 9%

• Store Management,Merchandising, Customer service, Logistics, Location, Analytics, Marketing, HRM

• Our courses are about developing young managers for this sector.

Different Ways Of Thinking

Teaching and Learning Philosophy

Creativity

Critical Analysis

Generation of Knowledge

Problem Solving

Innovation

Holly – Level 6 Retail Marketer & Entrepreneur

Level 4

Retail Management Shared Retail Marketing

Economics & the business environment

Retail locations & operations

Retail environment

Professional Development

Marketing Principles

Branding & consumer psychology

Media Studies

Course Structure

Level 5

Retail Management

Shared Retail Marketing

Understanding & managing people

Managerial accounting

Visual merchandising & retail consumption

Retail management in action

Buying & supply chain logistics

Research methods

Preparation for placement

Marketing communications & advertising

Finance for marketing

Course Structure

Level 6

Options • Fashion Retailing• Retail Consultancy• E-Tailing• Customer Relationship Marketing• Public Relations• Wine Marketing• International Management• Change Management

Retail Management Shared Retail Marketing

Business strategy Contemporary retail trends

Dissertation / Final year placement project

Strategic marketing management

Course Structure

How will I learn?

Delivery of teaching Assessment Feedback

Lectures Presentations Written (typed)

Seminars Essays Audio (podcast)

Workshops Reports Tutorials

Key note speakers Demonstrations Formative (ongoing)

Peer learning Exams Group feedback

Practical ‘live’ clients Creating a DVD / website

All new students receive feedback within the first 6 weeks of starting the course

Tutorials

Strategic Marketing Management – Chocolate Chess (Battle Field Marketing Strategies)

Retail Exhibition – Experiential Marketing

Retail Consultancy – Presentation to clients

Online Learning Environment: Student Central

Library online

Assessment & Activity Examples

• Retail Location & Operations - geographic analysis

• Marketing Communications & Advertising - Pitch for an advertising account

• Retail Management in Action - Management consultancy proposal

• Strategic Marketing Management - Chocolate chess

• Customer Relationship Management - Business article

• Retail Consultancy - Consultants to SME clients

• Contemporary retail trends – Experiential marketing exhibition and management report

Dissertation Titles• ‘Ethical shopping in purchasing clothes’• ‘The use of women in male orientated advertising’• ‘Impacts of Visual Merchandising in Cosmetics’• ‘In-store Visual Merchandising: A Case Study of New Look’ • ‘The Influence of Merchandising on Consumer Behaviour within the Fashion Sector: A Case Study of Urban Outfitters’ • ‘Is the Clubcard still the ace in Tesco’s loyalty pack?’

Additional Activities

• Field trips:• Retail site-seeing: Paris; Westfield Stratford, Clothes Show Live.• Seminars: Joint student seminars LCF

• Guest / Key-note Speakers:• Gatwick Airport• Harrods• Saatchi & Saatchi• Majestic Wines• GMYB (Guerrilla Marketing Agency)

• Student Experience:• Student research group / CIM student chapter• Retail society sponsored by Students’ Union.

• Networking between all three years

Field Trips

Level 6 – Paris Field Trip

Westfield Olympic Park Field Trip

London college of fashion pictures

London Fashion Trip

Experiential Retail Seminar – LCF & University of Brighton, Joint Event

A Few Facts and Stats

• 2012/2013• 91% student retention • 86% student satisfaction• 64% average pass mark• 15 different nationalities• 94% employability

• 2012/2013 highlights:• 25% 1st, 50% 2:1, 17% 2:2• Highest average 81% (including 90% for

dissertation)

• Normally enrol around 20 per year

National Student Survey - Free Comments

• Tutors are friendly and helpful which makes lectures more enjoyable and any issues with work or course content much easier to fix. Modules such as advertising, branding and PR have been the most enjoyable for me.

• The staff have been very supportive and the library is very informative.

• The tutors are really supportive and the staff are just lovely, they are really good at what they do.

• Excellent tutors really enthusiastic about their job which gets the students to be enthusiastic.

• The option to pick modules in the final year is crucial in honing specific skills and the range of different subjects is excellent.

Employability

• Engrained within the course design• Bright Young Things

• Placements• Careers service

• C.V. development• Interview training• Careers advice

• Careers events• National Careers Week• National Retail Graduate Fair • Careers support – Retail employability

consultant

Employability - Careers talks

Employability – Placement

• Aldi placement:• Head office• Started in stores• Management development training• Special projects related to development

and area of interest• Stock control – sell-by-date project• Store designs/ layout – consumer

psychology project

• Placement projects: • Team Motivational techniques (non-

monetary)• Store design – Consumer psychology of

layout space and colour

Sarah Bathgate

Placements

• Majestic Wines

• Disneyland Florida

• Harrods

• MIH Jeans

• Sainsbury’s

• DKNY

• Marks and Spencer

• Saatchi and Saatchi

• Super Group

• Urban Outfitters

Employability

Employability

• Graduate job trajectory

• Visual Merchandiser: Arcadia (Topman, Topshop, Burton, Miss Selfridge)

• Buyer: Topshop

• Buyer: Jaeger

• Merchandiser: Ted Baker

• Tesco: Distribution centre manager

• Viral marketing manager

• Trafficker @ MySpace – campaigns including Apple, Universal Pictures and Justin Bieber

Student Achievement

Student Achievement

Key Strengths

• Our track record for innovating within the course, in response to changes in the retail environment

• Our professional focus and strength, and the range of our professional partnerships

• The careers support and distinctive personal development opportunities we offer to our students

• Our investment in learning facilities that enable students to prepare effectively for all aspects of their future lives and careers

• Our five coastal campuses in Brighton, Eastbourne and Hastings

Thanks For ListeningAny Questions?

Chris DuttonRoom 103Greynore Building University of BrightonEastbourne CampusDarley RoadTel: 01273643623

Email: c.j.dutton@brighton.ac.uk

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