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2010/1 Module Catalogue
Module Provider: School of Management Short Name: MA323
Level: M Module Co-ordinator: MYERS HA Dr (SoM)
Number of credits: 15 Number of ECTS credits: 7.5
Module Availability
Assessment Pattern
Unit(s) of Assessment
WeightingTowards Module Mark( %)
Qualifying Condition(s) 
Module Overview
The last decade has seen marketing rising to prominence as one of the most important functions in the retail organisation. At the same time retailing has taken on an increasingly international dimension. This module uses theory and case studies to assess and analyse the impact and importance of marketing for international retail businesses.
Module Aims
This module is designed to help students understand the role and importance of marketing in retail organisations and to provide students with a comprehensive framework for understanding retail marketing. The module introduces students to the concepts, issues, theory and practise of retail marketing. Theory is contextualised by the use of retail examples and cases, specifically these are drawn from a range of retail sectors, including fashion, and in examples from a range of international markets.
Learning Outcomes
On successful completion of this module students will be able to:
  • Understand how the various components of marketing are critical to the success of retail companies
  • Demonstrate a comprehensive knowledge of international retail marketing and its core components
  • Critically reflect on the literature they have studied and relate this reflection to contemporary case studies
  • Organise and communicate ideas in a written and an oral form
Module Content
  • Introduction to retail marketing
  • International retailing and marketing
  • Marketing and the consumer
  • The retail marketing mix
  • Segmentation, targeting and positioning
  • Retail assortment strategies and pricing
  • Marketing communications
  • Customer service
  • Store design/image/branding
  • E Commerce
  • Marketing issues and ethical trading
Methods of Teaching/Learning
The teaching and learning strategy is designed to fulfil the learning aims and objectives. The teaching and learning strategy is designed to provide a framework of contemporary knowledge and theories supported by examples from industry. The current issues and debates will be highlighted so that the students are able to apply critical thinking to the literature.
The teaching and learning methods include lectures, group discussions, and use of case studies.
Selected Texts/Journals
Selected Texts/Journals
Expected purchase (purchased by the School of Management)
Lee and Carter (2009) "Global Marketing Management" (Oxford Press)
Brassington, F, Pettitt, S (2005) Essentials of Marketing Harlow: FT Prentice Hall
Fernie J, Fernie S and Moore C (2003) Principles of Retailing Oxford: Butterworth-Heinemann
Gilbert, D (2003) Retail Marketing Management (Second Edition), London: FT Prentice Hall
Hines T and Bruce M (2001) Fashion Marketing: Contemporary Issues Oxford: Elsevier Butterworth- Heinemann
Kotler, P et al (2005) Principles of Marketing (fourth European edition) Harlow: FT Prentice Hall
McGoldrick P (2002) Retail Marketing (Second Edition) London: McGraw Hill
Tungate M (2005) Fashion brands: Branding Style from Armani to Zara London: Kogan Page
(The lists below are examples and are by no means exhaustive)
Academic Journals, for example:
European Journal of Marketing
European Retail Digest
International Journal of Retail and Distribution Management
International Journal of Service Industry Management
the International Review of Retail, Distribution and Consumer Research
Journal of Marketing
Journal of Marketing Management
Service Industries Journal
Trade Press, for example:
Retail Week
Drapers Record
Relevant retail business news & analysis sources, for example:
Mintel reports
Online business news services, e.g. FT, BBC etc
Retailer websites
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