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MRKT6017 - eCommerce & Retail Marketing

Title:eCommerce & Retail Marketing
Long Title:eCommerce & Retail Marketing
Module Code:MRKT6017
Duration:1 Semester
Credits: 5
NFQ Level:Fundamental
Field of Study: Marketing & Advertising
Valid From: Semester 2 - 2021/22 ( January 2022 )
Module Delivered in 3 programme(s)
Module Coordinator: Pio Fenton
Module Author: Riona Flood
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, retail marketing and to introduce them to the fundamentals of eCommerce.
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 retail marketing concepts and approaches in both a traditional and digital retail context.
LO3 Create an eCommerce shop and explain how it reflects learning.
LO4 Discuss the key emerging trends occurring within the retail industry.
LO5 Discuss the competitive environment of the retail industry in Ireland and beyond.
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).
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

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

Module Content & Assessment

Indicative Content
An Introduction to Retail Marketing
Is Retail Dead? The Future of Retail. An Overview of the Retail Sector in Ireland: the structure and various sectors within the industry and emerging retail formats. 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 Brand Strategy
Product Selection and Buying, 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 Brand Strategy.
The Retail Selling Environment – In-store & Online
Retail Location Strategy: Omni Channel Marketing. Managing the Selling Environment: The Importance of Store design and store atmosphere, Store layout and key selling techniques, purchasing, in store marketing communications at point of purchase. The changing role of the physical store: media in store, experiential marketing, visual marketing and the impact of the internet of things. Ecommerce: Store layout and design, selling techniques, core marketing strategies, the delivery race and the future of ecommerce; one click world, subscription services, augmented and virtual reality.
Customer Service and Loyalty
Customer Loyalty and Retention in the Retail Industry, Customer Experience Management and Managing Customer Service Online.
Change in Retailing: Sustainability and Impact of Technological Change
Consumerism and Ethics in Retailing, Sustainability and Retailing. Technological Change in the Retail Industry.
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Multiple Choice Questions Multiple Choice Questions based on the retail marketing theory covered in lecture and lab sessions. 1,2,4,5 30.0 Week 7
Practical/Skills Evaluation Individually develop an eCommerce store and conduct a presentation highlighting how retail marketing concepts have been applied. 2,3,4 70.0 Week 12
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

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 2.0 Every Week 2.00
Lab Exploring eCommerce and digital marketing tools and techniques 1.0 Every Week 1.00
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
  • Stephens, Doug. 2017, Reengineering Retail : The Future of Selling in a Post-Digital World, First Ed. Ed., Figure 1 Publishing [ISBN: 9781927958964]
  • Sean Ennis 2015, Retail Marketing, First Edition Ed., McGraw-Hill Education [ISBN: 0077157656]
  • Niemeier, Stefan, et al. 2013, Reshaping Retail : Why Technology Is Transforming the Industry and How to Win in the New Consumer Driven World, First Ed. Ed., John Wiley & Sons [ISBN: 9781118656662]
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
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