Module Catalogues, Xi'an Jiaotong-Liverpool University   
Module Code: MAN207
Module Title: Retail Marketing
Module Level: Level 2
Module Credits: 5.00
Academic Year: 2018/19
Semester: SEM1
Originating Department: International Business School
Pre-requisites: MAN101
The retail industry - namely, the business activity of selling goods or services to the final consumer - is an important element of most developed economies, and employs significant numbers of people. Indeed, the power and influence of major retailers now greatly exceeds that of many manufacturers. The key aim of this module is to provide students with an appreciation and understanding of the functions and challenges inherent in the management of retail organisations, including the management of a large assortment of products/services, the complexities and risks of selecting new locations and managing a store network, and managing a constant and direct interface with customers.
Learning outcomes 
Learning outcomes

Students completing the module successfully should:

(note: for accreditation and other reasons, sub-headings could be added apart from the items below by departments)


A Understand the role of retailing in developed economies, and define the structure and key characteristics of the retail industry.

B Evaluate and apply consumer behaviour theory to the choice of stores and goods/services by consumers, and to the choice of suppliers and merchandise by retail buyers.

C Evaluate appropriate frameworks for the strategic planning and implementation of retail activities.

D Evaluate and apply the evaluative criteria underpinning decisions relating to the location and management of a store network.

E Understand the nature and range of management decisions taken in the management of the retail marketing mix.

Method of teaching and learning 
The module involves a range of teaching strategies including lectures, student-led seminars and case studies. Additional material will be in the form of web-based reading and research, selected texts, journal articles and contemporary press and magazine articles. Independent research and study will be encouraged to complement group work activities. Student-led seminars will facilitate the sharing of knowledge and experiences of cohort members.
1. The Nature of the Retail Industry

Types of retail organisation, store format types, theories of retail change, the nature of the retail marketing function.

2. Analysis of Retail Markets

Identification and segmentation of retail markets, researching consumer motives for selecting stores and shopping centres, consumer images of retail companies and stores, target marketing and positioning.

3. Strategic Planning in Retailing

Alternative strategies for growth and differentiation from competitors, frameworks for evaluating strategic alternatives in a retail context

4. Retail Location and Planning

Approaches to the identification of optimum store locations and the assessment of specific sites, GIS and models of retail location, management of store networks, relevant issues relating to town planning.

5. Retail Marketing Mix Decisions

Introduction to the retail marketing mix, product selection and buying, product range development and private labels, merchandising, space allocation and display, retail design and atmospherics, retail pricing strategies, retail promotion and advertising, innovations in PoS technology and electronic shopping.
Delivery Hours  
Lectures Seminars Tutorials Lab/Prcaticals Fieldwork / Placement Other(Private study) Total
Hours/Semester 26     12      112  150 


Sequence Method % of Final Mark
1 Group Project Reports 40.00
2 In-Class Case Analysis 10.00
3 Final Exam 50.00

Module Catalogue generated from SITS CUT-OFF: 5/22/2018 10:00:13 PM