CONSUMER AND SHOPPER MARKETING - 2019/0

Module Overview

This module is designed as an introduction to retail marketing module. This module seeks to introduce students to the retail industry through the lens of retail marketing and retail strategy. The module starts by analysing key retail concepts. It then reviews past developments, current structures and future prospects for the industry to provide some context for the students who are unlikely to have extensive experience in this area.

Module provider

Surrey Business School

Module Leader

KREUZBAUER Robert (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 4

Module cap (Maximum number of students): N/A

Module Availability

Semester 2

Prerequisites / Co-requisites

None

Module content

Indicative content

• Structure of the retail industry (UK and Europe) & types of organisation


• Theories of retail change and competition


• Retail Marketing Planning


• Retail and the consumer: Segmentation, Targeting and Positioning


• Retail Mix: Customer Service, satisfaction and loyalty


• Retail Mix: Role of the Buyer, consumer behaviour


• Retail Mix: Retail Branding: brand image, brand awareness and brand equity

Assessment pattern

Alternative Assessment

Individual style report (max 1500 words)

Assessment Strategy

The major component of assessment in this module is group-work structured in two stages.  The first stage requires a formal presentation.  This will give an opportunity for immediate feedback, in time to inform the group report on a same or very similar topic, submitted as the second item. 

This assessment strategy is designed to foster a team spirit amongst retail students in their first year at University, and to realise the learning potential from working with peers from diverse perspectives. The format will also provide an early opportunity to experience delivery of a formal presentation.

The individual report, which is the second item, takes into account the balance between group (40%) and individual assignments (60%). The first item also provides the students with the opportunity to reflect on their experience of the group-work.

Marking:

A detailed marking scheme is provided to students during their first seminar together with the assessment details. This allows students to clearly identify what is expected of them. The marking scheme outlines the percentage figures for each assessment component. This is also essential for as it allows for consistency in the marking process.

Feedback:

The module offers students numerous opportunities for feedback:

Formative Feedback:

• 
  Interactive seminar participation
  


• 
  From the group presentation.Verbal and written qualitative guidance
  

Module aims

• To provide an introduction to the nature and structure of the retail industry within the UK, EU and global context
• To introduce students to the wide variety of academic literature on retailing
• To outline the key elements in the Retail Mix and to explore the commercial implications of managing the Retail Mix
• To engage with rapidly developing debates in the field, and to develop an awareness of a research literature unfolding as students are being taught.
• To build students’ skills in constructing written work and ensuring clarity of expression.
• To ensure students can produce fully referenced academic work.
• To ensure students understand and avoid the threat of plagiarism
• To develop students’ abilities in constructing and making presentations
• To develop students’ abilities to work together as a team

Learning outcomes

Methods of Teaching / Learning

The formal learning sessions within this module will comprise;

• 
  Workshop, (lecture with seminars) to develop and review the underpinning theory.
  


• 
  Workshop (lecture with seminars) to develop students’ critical analysis skills regarding academic research and marketing practice.
  


• 
  Case studies that the students will have to read prior to class and will have to analyse and review and discuss in groups.
  


• 
  DVD/videos concerning the subject matter raised that will reinforce issues raised in class.
  

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MAN1101

Programmes this module appears in

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2019/0 academic year.