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The purpose of this unit is to examine in detail the key components of retail marketing, including store design, in-store tactics, multi-channel strategies, pricing, and promotional approaches, and their impact on customer engagement and business performance. Students will develop a critical appreciation of existing research on retail marketing by engaging with the literature and analyzing real-world practices across physical and digital retail environments.

BMAN24352 or BMAN24281 is a Pre-Requisite of BMAN31461 Only available to students on: Mgt/Mgt Specialism; IM; IMABS and ITMB/ITMB Marketing Specialism.

Introduction to the word of retailing

Types of Retailers and Classical retail theories

Sensory marketing and store environment
Store tactics

Multichannel in Retailing

Pricing and promotions in Retailing

Communication and customer relationship management in Retailing

CSR in Retailing

Introduction to the word of retailing

Types of Retailers and Classical retail theories

Sensory marketing and store environment
Store tactics

Multichannel in Retailing

Pricing and promotions in Retailing

Communication and customer relationship management in Retailing

CSR in Retailing

Total unit hours: 200

Independent study Hours: 170

Synchronous delivery: 30 Hours:

Seminar Hours: 10

Lectures hours: 20

Use a range of theories and frameworks relevant to retail marketing contexts.

Understand key retail marketing tactics, including store design, in-store tactics, multi-channel strategies, pricing, and promotions, and their impact on retail business.

Recognize that there are a variety of perspectives and approaches in retail marketing, each offering distinct opportunities for addressing contemporary retail business issues.

Understand that retail environments involve complex interactions between store design, product presentation, pricing, and promotions.

Be able to use this theoretical understanding to analyse real-world retail situations and the impact of different retail marketing tactics on customer engagement and development.

Discuss how retail marketing strategies can be used to enhance competitiveness in both physical and multi-channel retail environments.

Work effectively in a team to research, get data, analyse, and present insights on retail marketing strategies and practices.

Learn to extract insights from academic literature on retail marketing.

Apply relevant retail marketing theories in written assignments and presentations to demonstrate theoretical understanding.

Communicate retail marketing concepts clearly and accurately in written assessments and presentations.

Develop presentation and communication skills within the context of retail marketing analysis.

Critically apply academic theories to real-world retail marketing situations to evaluate strategic effectiveness.

Group Presentation 50%

Individual coursework 50%

Levy, M., Weitz, B.A. and Grewal, D. (2022). Retailing Management (11th ed.), McGrawHill.