DIGITAL MARKETING IN RETAIL - 2021/2

Module Overview

This module introduces students to the theoretical concepts, business practices, and emerging issues of digital technologies in retail contexts. The development of Web 2.0 and other digital technologies (e.g. social networking sites and mobile technology) have reduced the geographical boundary between local and global retail markets and hence have intensified the competition between domestic and international retailers. Ecommerce is evolving rapidly and has propelled many retailers to constantly innovate or update their ecommerce practices in order to remain competitive and to sustain growth. This module, therefore, aims to provide theoretical and practical knowledge concerning the nature and characteristics of digital technologies from both the retailer’s and the customer’s perspectives.  In doing so, the module examines how the concept is strategically and tactically operationialised and how its effectiveness can be evaluated.

Module provider

Surrey Business School

Module Leader

ANNINOU Joanna (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 6

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

Module Availability

Semester 1

Prerequisites / Co-requisites

None

Module content

Indicative content includes:

• Introduction to digital marketing in retail


• Digital fundamentals: the retailer versus customer’s perspectives


• Digital environment


• E-commerce infrastructure in retail


• Digital strategies & models of retailers


• Digital consumer behaviour


• Digital communication


• Customer relationship management in a digital environment


• E-store: design & customer experience


• Digital environment: research, analytics & challenges


• Implementation and maintenance of digital technologies in retail

Assessment pattern

Alternative Assessment

Not applicable

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate cognitive/analytical skill, theoretical knowledge within the subject of e-commerce/ digital marketing, and transferable and practical skills in relation to case analysis and report writing.

Thus, the summative assessment for this module consists of:

• individual report, 1500 words, 40% weighting; and



• individual exam, 2-hour, 2 questions, 60% weighting.

Formative assessment and feedback

An inquiry based approach is adopted for providing feedback where resources are provided to students to enable them to identify their own strengths and weaknesses, and in turn decide their own learning strategies. These resources include:

• seminars will be designed to address the preparation process & other key issues associated with the report;


• A detailed marking scheme will be supplied to students to explain the assessment criteria used and the weighting of each criterion;


• Overall feedback, explaining what students did well and less well, will be presented in the lecture once the marking process is completed. The generic feedback, including a statistical breakdown so that students can gauge their own performance in relation to the whole cohort’s performance.

Module aims

• Identify and critique both good and bad digital practices within the retail industry
• Critically analyse various theoretical concepts and models (related to digital applications) and their applications in operating a retail business
• Develop research, critical thinking, and communication skills

Learning outcomes

Methods of Teaching / Learning

The learning and teaching strategy is designed to:

develop an understanding of the origins and latest development of the digital discipline; gain a sound and critically informed knowledge of the principal concepts and models within the discipline; and then apply these concepts in critically examining ‘real-life’ digital practices.

 

The learning and teaching methods include:

a combination of a 2-hour lecture and 1-hour seminar per week for 11 weeks, plus 3 hours of office hours per week also for 11 weeks. Resources such as relevant video footage, case studies, and seminar exercises will be used to support the teaching method. There is also an emphasis on independent learning.

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: MAN3150

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 2021/2 academic year.