Retail Marketing



Retail Marketing





Module Coordinator:

Professor Steve Burt

Contact Hours:

15 Lecture, 5 Seminar


100% Coursework

 The module is an elective advanced module on the MSc Marketing course and a compulsory module on the MSc Marketing with Retail.  It aims to provide students with an understanding of the role of marketing in retailing and the influence that recent changes in the retail sector are having on the practice of consumer marketing.  As the point where the supply chains established by manufacturers of goods and services meet the consumer, the retailer has established a privileged position to be able to influence consumer choices.  The development of forms of non-store retailing, including internet and mobile retailing, has not had a material influence on this position so far as many retailers have evolved into multi-channel providers of goods and services.

An understanding of the role of retailers and the impact of recent changes in the economy, social forces and technology is important for most marketers and many involved in other business sectors.

Learning Outcomes

  • Theoretical and practical understanding of key marketing ideas;

  • Role of retailers as the first contact’ with consumers;

  • Impact of digital technologies on the retail sector and the means by which goods and services, information, and finance move through marketing channels.

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