Year-long module 

This year-long module seeks to introduce students to the retail industry through the lens of retail marketing and retail strategy.  The module starts by analysing key retail concepts.  It then reviews past developments, current structures and future prospects for the industry to provide some context for the students who are unlikely to have extensive experience in this area.
The module develops students’ understanding of retail marketing and its implications for retail strategy to complement the theory developed in other core retail modules.  Central to this conceptualisation is how the so-called Ps of marketing management are realised within a retail setting.  At the heart of successful retailing lies an understanding of the consumer and the effective application of this knowledge so issues such as loyalty, targeting and segmentation achieve prominence.  As part of this, the module analyses the key retail theories that are pertinent to retail marketing as the module seeks to build students’ analytical skills in relating these concepts to real life events. 
The module also develops student understanding into how retail marketing issues are practised by retailers within and between the stores (e.g. layout, visual merchandising and format development) and through the strategic design of shopping malls (e.g. retail service, blending of leisure and consumption etc.).  This section of the module seeks to understand why stores are designed as they are and the challenges and rewards that this poses. 
Students are encouraged throughout the module to build an appreciation of the breadth and depth of the academic literature in retail marketing and to develop their own critical engagement skills.  This will be developed through seminar sessions as well as class discussion within lectures.  These competencies will feed into the writing of a coursework essay that will also demand the skills of developing written structure, referencing and clarity of expression. 

·               To provide an introduction to the nature and structure of the retail industry within the , EU and global context. 
·               To introduce students to the wide variety of academic literature on retailing. 
·               To explore developments of retail organisations and activity and introduce established theories and models applicable to retail development and retail marketing. 
·               To outline the key elements in the Retail Mix and to explore the commercial implications of managing the Retail Mix. 
·               To encourage students’ critical analysis skills regarding the design of retail spaces. 
·               To ensure students understand the contested nature of some of the academic literature and to develop students’ critical analysis skills. 
·               To engage with rapidly developing debates in the field, and to develop an awareness of a research literature unfolding as students are being taught. 
·               To build students’ skills in constructing written work and ensuring clarity of expression. 
·               To ensure students can produce fully referenced academic work. 
·               To ensure students understand and avoid the threat of plagiarism. 
·               To develop students’ abilities in constructing and making presentations. 
·               To develop students’ abilities to work together as a team. 

On successful completion of this module, the students will be able to: 
·               Demonstrate an understanding of the range of issues within retail management and marketing. (K,C) 
·               Recognise the relationship between the different elements of the Retail Mix. (K,C) 
·               Apply a range of theoretical concepts to the practical problems faced within retail management and marketing. (K,C,P,T) 
·               Demonstrate understanding of the relationship between theoretical academic writing on retailing and consumption and the retail industry ‘on the ground’. 
·               Critically analyse a range of academic material via a fully referenced and well structured essay. 
·               Direct their own activities in forming and working as a member of a small team. (T) 
·               Take responsibility for the nature and quality of output. (P) 
·               Review evidence and make informed judgements and formulate appropriate recommendations. (P,C)  

·               Structure Of The Retail Industry ( And Europe ) And Types Of Organisation 
·               Theories Of Retail Change And Competition 
·               Retail And The Consumer: Segmentation, Targeting And Positioning 
·               Retail Mix: Role of the Buyer 
·               Retail Mix: Location, Layout and Visual Merchandising 
·               Retail Mix: Branding and Own Label and Customer Loyalty 
·               The Configuration, Manipulation And Contestation Of Retail Space 
·               The Shopping Mall In The And 
·               Retail Service Delivery. Productivity, Capacity And Quality 
·               Visual Merchandising / Store Layout / Space Allocation 
·               Customer Service 

The primary form of teaching will be via the formal lecture.  However, the module will also: 
·               Use smaller seminar sessions to develop students’ critical analysis skills regarding academic research. 
·               Use case studies that the students will have to read prior to class and will have to analyse and reach conclusions about. 
·               Use television programmes concerning the subject matter raised that will reinforce issues raised in class. 
ULearn will be used in support of the above. 
Assessment Strategy: 
The assessment strategy is designed to test knowledge and understanding in an applied context; to develop analytical skills and to facilitate experience of group work and formal presentations. 

Essential Reading 
Dawson, J.; Findlay , A. and Sparks , L. (2008) The Retailing Reader, Routledge, Oxon. 
Recommended Reading 
McGoldrick, P. (2002) Retail Marketing.  2^nd edn.  Maidenhead: McGraw-Hill. 
Fernie J., Fernie F. and Moore C. (2003) Principles of Retailing.  Oxford : Butterworth-Heinemann. 
Wrigley, N. and Lowe, M.S. (2002) Reading Retail: A Geographical Perspective on Retailing and Consumption Spaces.  London : Edward Arnold. 
Background Reading 
Journals 
European Journal of Marketing 
International of Retail and Distribution Management 
International Review of Retail, Distribution and Consumer Research 
Journal of Retailing 
Journal of Retailing and Consumer Services 
Services Industries Journal 
Retail Week 
The Grocer