Undergraduate Course: Interactive Retailing (BUST10150)
Course Outline
| School | Business School |
College | College of Arts, Humanities and Social Sciences |
| Credit level (Normal year taken) | SCQF Level 10 (Year 3 Undergraduate) |
Availability | Available to all students |
| SCQF Credits | 20 |
ECTS Credits | 10 |
| Summary | Retailing is a pervasive element of society and marketing. Yet the scope of retailing has been challenged by changes in consumption, technology, competition, and society. As a result, retailers have been forced to adapt to be successful. This course offers students the opportunity to study and understand retailing and how to address these challenges. |
| Course description |
Academic Description
This course is designed to introduce students to key retailing principles and key terms, to complement other speciality courses, such as services marketing, brand culture, and financial services marketing. By the end of the course, students should be able to discuss current challenges and opportunities in retailing.
The course provides an overview of the organising principles and strategies applied by retailers in today¿s changing environment. Further, we will cover a wide spectrum of retail channels with a focus on creating seamless customer experiences while developing a competitive edge. Specifically, we will review multiple and omnichannel retailing as well as changes to the retail environment. We will emphasize decision-making processes for both consumers and retail managers. Finally, we will discuss the role of technology in retailing and how retailers incorporate new technologies into business strategies.
Outline Content
- Introduction to Retailing
- Types of Retailers and New Trends in Retailing
- Location
- Atmospherics
- Omnichannel Retailing
- Customer-Centric Mindset
- Retailing Strategies
- Merchandising
- Technology in retailing
- Luxury Retailing
Student Learning Experience
The lectures will introduce students to new theories, concepts, and topics related to retailing. Each lecture will provide at least one opportunity to engage with peers and discuss content. The small-group large-group discussion format will be a platform for making connections across content and getting the pulse for student learning.
Students will be put into groups in order to create a strategic retailing redesign. They will be allowed to select their own retailer. Students will analyse the retailer's overall competitive and customer strategy, and then make recommendations following the topics covered in the course. The groups will put together a report with the proposed 'look' and feel of the retailer. The group work will facilitate brainstorming and creative thinking skills, enabling students to consider different opportunities and sharpen their group communication skills. As the assessment focuses on coming up with potential ideas and developing that one idea, group work is recommended. Moreover, group work is naturally more conducive to promote creativity and can result in more efficient work.
Students will also be charged with a final exam. This will assess students' familiarity with the course material and individual critical thinking skills for a real business scenario.
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
Students MUST have passed:
Marketing (BUST08004)
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Co-requisites | |
| Prohibited Combinations | |
Other requirements | None |
Information for Visiting Students
| Pre-requisites | Visiting students must have at least 4 Business courses at grade B or above. This MUST INCLUDE at least one Marketing course at intermediate level. This course cannot be taken alongside BUST08004 Marketing. We will only consider University/College level courses. |
| High Demand Course? |
Yes |
Course Delivery Information
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| Academic year 2019/20, Available to all students (SV1)
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Quota: None |
| Course Start |
Semester 2 |
Timetable |
Timetable |
| Learning and Teaching activities (Further Info) |
Total Hours:
200
(
Lecture Hours 20,
Dissertation/Project Supervision Hours 1,
Fieldwork Hours 3,
External Visit Hours 1,
Feedback/Feedforward Hours 1,
Formative Assessment Hours 1,
Summative Assessment Hours 2,
Programme Level Learning and Teaching Hours 4,
Directed Learning and Independent Learning Hours
167 )
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| Assessment (Further Info) |
Written Exam
50 %,
Coursework
50 %,
Practical Exam
0 %
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| Additional Information (Assessment) |
The assessments will include a 2-hour exam (50%) based on a case brief and material from class as well as a group report (50%) of 3500 words focused on designing a new or modified retailer. The group report consists of the business analysis (1500 words) and the strategy recommendations (2000 words). Peer assessment scores from other group members carried out via WebPA adjusts by 30% the report mark for each individual group member.
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| Feedback |
Students will be given written feedback on their group work assessment. They will be marked on the extent to which they identify relevant background information to make sound recommendations and the tactical ideas. Concerning the tactical ideas, students will be marked on their creativity, problem-solving to define the ideas in light of the background analysis, and communication skills.
The group report and the course lectures will prepare students to take the exam, given the knowledge required to make recommendations and compare strategies. The group report feedback will help students understand their skill in applying the concepts and theories learned in class to a scenario, preparing them for the case. |
| No Exam Information |
Learning Outcomes
On completion of this course, the student will be able to:
- Define key retailing terms and concepts (e.g. retailing, merchandising, omnichannel retailing, etc.) .
- Assess critically the key drivers of retail change and how these are reflected in consumers¿ desires.
- Critically evaluate the components of retailing strategy.
- Understand and discuss critically how retailers can educate, excite, engage, and develop experiences for consumers.
- Understand and explain retail strategies of specific stores and/or pairs of stores.
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Reading List
Required Text:
Levy, M., Weitz, B., & Grewal, D. (2019). Retailing Management (10th edition). McGraw-Hill.
Recommended Texts:
Grewal, D. (2019). Retail Marketing Management: The 5 E¿s of Retailing. Sage publications.
Krafft, M. & Mantrala, M.K. (2010). Retailing in the 21st Century: Current and Future Trends, Springer.
Articles (readings) taken from:
Journal of Marketing
Journal of Retailing
Journal of Consumer Research
Journal of Business Research
Journal of Marketing Research
Scholarly articles will be updated each year
Case studies created in coordination with the material. Trade Articles to be updated each year. |
Additional Information
| Graduate Attributes and Skills |
1. Key intellectual, practical and transferable skills
2. Critically assess the nature and scope of retailing
3. Reflect on key concepts in retailing and apply them to real life business contexts by evaluating the effectiveness of retailing strategies.
4. Utilise appropriate set of analytical frameworks, concepts and tools for critical thinking about retailing.
5. Use a variety of information sources, including but not limited to online information, teaching materials and academic journals.
6. Develop further their skills in terms of effective communication, excellent problem solving, critical thinking and interpersonal skills.¿
7. Study independently and take responsibility for sourcing, reading and analysing related reference material for the course¿ |
| Keywords | Not entered |
Contacts
| Course organiser | Dr Kirsten Cowan
Tel:
Email: Kirsten.Cowan@ed.ac.uk |
Course secretary | Ms Patricia Ward-Scaltsas
Tel: (0131 6)50 3823
Email: Patricia.Ward-Scaltsas@ed.ac.uk |
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