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 |
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 emphasise 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.
The course is delivered across the semester, as follows:
- Week 1: Introduction to Retailing
- Week 2: Types of Retailers and New Trends in Retailing
- Week 3: Location
- Week 4: Atmospherics
- Week 5: Omnichannel Retailing
- Week 6: Customer-Centric Mindset
- Week 7: Retailing Strategies
- Week 8: Merchandising
- Week 9: Technology in Retailing
- Week 10: Luxury Retailing
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
Students MUST have passed:
Marketing (BUST08004)
|
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
|
| Academic year 2022/23, Available to all students (SV1)
|
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 )
|
| Assessment (Further Info) |
Written Exam
0 %,
Coursework
100 %,
Practical Exam
0 %
|
| 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 for the individual assignment, 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 individual case-based assignment. |
| 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.
|
Reading List
Week 1:
- Grewal, D. et al. (2017). The Future of Retailing. Journal of Retailing, 93(1), 1-6.
- Souiden, N. et al. (2019). New Trends in Retailing and Services. Journal of Retai.ling and Consumer Services, 50, 286-288.
- Mende, M. & Noble, S. (2019). Retail Apocalypse or Golden Opportunity for Retail Frontline Management? Journal of Retailing, 95(2), 84-89.
- Roggeveen, A.L. & Sethuraman, R. (2020). Customer-Interfacing Retail Technologies in 2020 & Beyond: An Integrative Framework and Research Directions. Journal of Retailing, 96(3), 299-309.
Week 2:
- Correa, J.C. et al. (2019). Evaluation of Collaborative Consumption of Food Delivery Services through Web Mining Techniques. Journal of Retailing and Consumer Services, 46, 45-50.
- Hollander, S. (1960). The Wheel of Retailing. Journal of Marketing, 25(1), 37-42.
- Gahinet, M. & Cliquet, G. (2018). Proximity and Time in Convenience Store Patronage: Kairos More than Chronos. Journal of Retailing and Consumer Services, 43, 1-9.
- Roggeveen, A.L. et al. (2020). How the COVID-19 Pandemic May Change the World of Retailing. Journal of Retailing, 96(2), 169-171.
Week 3:
- Delvecchio, D. et al. (2009). The Effects of Discount Location and Frame on Consumers¿ Price Estimates. Journal of Retailing, 85(3), 336-346.
- Vittorino, M.A. (2012). Empirical Entry Games with Complementarities: An Application to the Shopping Center Industry. Journal of Marketing Research, 49(2), 175-191.
- Souiden, N. et al. (2019). Consumers¿ Attitude and Adoption of Location-based Coupons: The Case of the Retail Fast Food Sector. Journal of Retailing and Consumer Services, 47, 116-132.
- Simpson, P. (2019). Is Jeff Bezos the Saviour of the British High Street? Management Today.
Week 4:
- Thomas, M. et al. (2011). How Credit Card Payments Increase Unhealthy Food Purchases: Visceral Regulation of Vices. Journal of Consumer Research, 38(1), 126-139.
- Spence, C. et al. (2014). Store Atmospherics: A Multisensory Perspective. Psychology & Marketing, 31(7), 472-488.
- Boden, J. et al. (2020). The Effect of Credit Card versus Mobile Payment on Convenience and Consumers¿ Willingness to Pay. Journal of Retailing and Consumer Services, 52, 101910.
- Izadi, A. et al. (2019). The Way the Wind Blows: Direction of Airflow Energizes Consumers and Fuels Creative Engagement. Journal of Retailing, 95(4), 143-157.
Week 5:
- Hult, G. et al. (2019). Antecedents and Consequences of Customer Satisfaction: Do They Differ Across Online and Offline Purchases? Journal of Retailing, 95(1), 10-23.
- Baxendale, S. et al. (2015). The Impact of Different Touchpoints on Brand Consideration. Journal of Retailing, 91(2), 235-253.
- Herhausen, D. et al. (2015). Integrating Bricks with Clicks: Retailer-Level and Channel-Level Outcomes of Online¿Offline Channel Integration. Journal of Retailing, 91(2), 309-325.
- Wang, R.J. et al. (2015). On the Go: How Mobile Shopping Affects Customer Purchase Behavior. Journal of Retailing, 91(2), 217-234.
- Ap, T. (2019). Harvey Nichols Launches Omnichannel Concept Store. Women¿s Wear Daily.
Week 6:
- Sokolova, K. & Kefi, H. (2019). Instagram and YouTube Bloggers Promote it, Why Should I Buy? How Credibility and Parasocial Interaction Influence Purchase Intentions. Journal of Retailing and Consumer Services, 53, 101742.
- Herhausen, D. et al. (2019). Loyalty Formation for Different Customer Journey Segments. Journal of Retailing, 95(3), 9-29.
- Roggeveen, A.L. et al. (2019). The DAST Framework for Retail Atmospherics: The Impact of In- and Out-of-Store Retail Journey Touchpoints on the Customer Experience. Journal of Retailing, 96(1), 128-137.
- Colicev, A. et al. (2018). Improving Consumer Mindset Metrics and Shareholder Value through Social Media: The Different Roles of Owned and Earned Media. Journal of Marketing, 82(1), 37-56.
Week 7:
- Verhoef, P. C. et al. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, 85(1), 31-41.
- Högberg, J. et al. (2019). Creating Brand Engagement through In-store Gamified Customer Experiences. Journal of Retailing and Consumer Services, 50, 122-130.
- Yang, X. et al. (2017). Competitive Retailer Strategies for New Market Research, Entry and Positioning Decisions. Journal of Retailing, 93(2), 172-186.
- Bradlow, E.T. (2017). The Role of Big Data and Predictive Analytics in Retailing. Journal of Retailing, 93(1), 79-85.
Week 8:
- Page, B. et al. (2019). Comparing Two Supermarket Layouts: The Effect of a Middle Aisle on Basket Size, Spend, Trip Duration, and Endcap Use. Journal of Retailing and Consumer Services, 47, 49-56.
- Puccinelli, N.M. et al. (2013). Are Men Seduced by Red? The Effect of Red Versus Black Prices on Price Perceptions. Journal of Retailing, 89(2), 115-125.
- Ketron, S. (2018). Perceived Product Sizes in Visually Complex Environments. Journal of Retailing, 94(2), 154-166.
- Ketron, S. et al. (2016). Overcoming Information Overload in Retail Environments: Imagination and Sales Promotion in a Wine Context. Journal of Retailing and Consumer Services, 33, 23-32.
Week 9:
- Sundstrom, M. et al. (2019). Clicking the Boredom Away- Exploring Impulse Buying Behavior Online. Journal of Retailing and Consumer Services, 47, 150-156.
- Papagiannidis, S. et al. (2013). Modelling the Determinants of a Simulated Experience in a Virtual Retail Store and Users¿ Product Purchasing Intentions. Journal of Marketing Management, 29(13/14), 1462-1492.
- Heller, J. et al. (2019). Touching the Untouchable: Exploring Multi-Sensory Augmented Reality in the Context of Online Retailing. Journal of Retailing, 95(4), 219-234.
- Cowan, K. et al. (2021). Perception is Reality¿ How Digital Retail Environments Influence Brand Perceptions through Presence. Journal of Business Research, 123, 86-96.
Week 10:
- Dion, D. & Borraz, S. (2015). Managing Heritage Brands: A Study of the Sacralization of Heritage Stores in the Luxury Industry. Journal of Retailing and Consumer Services, 22, 77-84.
- Cowan, K. & Spielmann, N. (2017). The Influence of Rituals on Luxury Product Consumption: Implications for Brands. Journal of Brand Management, 24(5), 391-404.
- Desmichel, P. & Kocher, B. (2019). Luxury Single- versus Multi-Brand Stores: The Effect of Consumers' Hedonic Goals on Brand Comparisons. Journal of Retailing, 96(2), 203-219.
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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 | Miss Isla Dalley
Tel: (0131 6)50 3900
Email: Isla.Dalley@ed.ac.uk |
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