Module code: MARK 3005
Retailing is usually one of the largest sectors in the economy of any developed country. It is of critical importance to manufacturers and consumers alike. This module aims to demonstrate how the major marketing tools, which students should have already learnt, are currently used in the context of retail business. It achieves this through a combination of discussion and specific illustrations of the tools in use. The dynamism of the sector is legendary so the module uses up to date cases as a major vehicle for learning.
The module reflects major interests in positioning strategy, store choice and location, and the future development of retailing. These themes are reflected throughout the programme as being of significant use in current retail markets.
At the end of the module the competent student should have achieved these aims and be able to demonstrate their learning using the objectives set out below:
1. Students should be able to identify the major environmental and competitive factors affecting a market and analyse their relative importance. They should be able to demonstrate their understanding of the interaction between these factors by use of specific illustrations
2. Students should be able to summarise the factors affecting a consumer's choice of a particular store and to analyse the factors affecting a store's local competitive strengths and weaknesses
3. Students should understand the use of the major retail marketing tools for generating competitive advantage and a position within a market. In specific cases, they should be able to critically evaluate the operational use of these tools and be able to suggest ways to improve performance