#REQUEST.pageInfo.pagedescription#

Site Navigation

MRKT6017 - Retail Marketing

banner1
Title:Retail Marketing
Long Title:Retail Marketing
Module Code:MRKT6017
 
Credits: 5
NFQ Level:Fundamental
Field of Study: Marketing & Advertising
Valid From: Semester 1 - 2016/17 ( September 2016 )
Module Delivered in 3 programme(s)
Module Coordinator: Pio Fenton
Module Author: LISA SCANNELL
Module Description: This is an introductory module into the applied aspects of the marketing discipline which are relevant in the retail sector. The aim of this module is to provide students with an understanding of the nature of retailing and retail marketing.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Explain the discipline of retail marketing and the key concepts underpinning the discipline.
LO2 Apply marketing concepts and approaches in a retail context.
LO3 Discuss the competitive environment of the retail industry in Ireland and beyond.
LO4 Discuss the key emerging trends occurring within the retail industry.
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named CIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.

No requirements listed
Co-requisites
No Co Requisites listed
 

Module Content & Assessment

Indicative Content
An Introduction to Retail Marketing
An Overview of the Retail Sector in Ireland: the structure and various sectors within the industry and emerging retail formats. The Retail Competitive Environment in Ireland. Key elements of Retail Marketing and its Value to Customers and Retailers. Understanding the Retail Consumer: Consumption, Shopping Trends and Segmentation of retail markets. Retailing and its Role in the Supply Chain.
The Retail Marketing Mix and the Retail Selling Environment
Product Selection and Buying, Corporate Branding in the Retail Sector, Retailer's Own Brands and Consumer Responses to Own Brands. The Role of the Retail Buyer and Buying Groups . The Challenge of Pricing in a Retail Context. Retail Location Strategy: Omni Channel Marketing. Managing the Selling Environment: The Importance of Store design and store atmosphere, Store layout techniques, the allocation of display space and impulse purchasing, Experiential Marketing and in store marketing communications at point of purchase. Effective Marketing Communications Strategies.
Customer Service and Loyalty
Customer Loyalty and Retention in the Retail Industry, Customer Experience Management and Managing Customer Service Online.
Retailing: Sustainability and the Impact of Technological Change
Consumerism and Ethics in Retailing, Sustainability and Retailing. Technological Change in the Retail Industry.
Assessment Breakdown%
Course Work30.00%
End of Module Formal Examination70.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Written Report Case Study: Theory application in practice and the retail environment in Ireland. 2 30.0 Week 6
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End of Semester Formal Exam 1,2,3,4 70.0 End-of-Semester
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

The institute reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Class Based Discussion 3.0 Every Week 3.00
Independent & Directed Learning (Non-contact) Independent Study and Reading 4.0 Every Week 4.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Class Based Discussion 2.0 Every Week 2.00
Independent & Directed Learning (Non-contact) Independent study and reading 5.0 Every Week 5.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 

Module Resources

Recommended Book Resources
  • Sean Ennis 2015, Retail Marketing, First Edition Ed., McGraw-Hill Education [ISBN: 0077157656]
Supplementary Book Resources
  • Constant Berkhout 2016, Retail Marketing Strategy: Delivering Shopper Delight, First Ed., Kogan Page Limited [ISBN: 978-074947691]
This module does not have any article/paper resources
Other Resources
 

Module Delivered in

Programme Code Programme Semester Delivery
CR_BBUSS_7 Bachelor of Business 4 Group Elective 2
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 4 Elective
CR_BBUSS_6 Higher Certificate in Business 4 Elective

Cork Institute of Technology
Rossa Avenue, Bishopstown, Cork

Tel: 021-4326100     Fax: 021-4545343
Email: help@cit.edu.ie