Multi-Channel Retail Marketing (RMKU9MC)

MODULE CODE:                  RMKU9MC

Semester:                         Autumn

Credit Value:                     20

Module Coordinator:         Dr Keri Davies

Contact Hours:                  22 Lectures, 8 Seminars

Assessment:                     100% coursework

Module Overview:

Changes in consumer and business behaviour – from the internet and mobile shopping to the influence of social media – are making it harder for marketers to coordinate their overall brand-building strategy. This module considers these recent changes in marketing and the retail sector, particularly the digital technologies which have led to new forms of non-store shopping and the growing importance of electronic word-of-mouth. It will look at the development of multi-channel marketing ecosystems and the challenges facing organisations as they try to build consumer response and loyalty through digital media. However, it will also emphasise the problem that even radical business change often has to take place within or alongside existing structures and thus show some of the compromises that managers have to make in trying to respond to these changes in consumer behaviour. You will also be expected to further improve your academic skills in critical reading and reflexivity as well as practical skills such as report writing, presentational skills and team work.

 Learning Outcomes:

 On completion of the module, the successful student can be expected to:

  •  Understand the basic principles involved in channel choice (vending machines, catalogue & mail order, internet, mobile/smartphones  and physical stores) for retailers and manufacturers;
  • Identify the key methods used by retailers in determining the best mix of store and non-store channels and how these can differ by sector;

  • Explain the various approaches to retail location and multichannel retailing taken by regulatory bodies and the reasons for those approaches;

  • Consider the role of retail analytics in understanding consumer choices and the interaction of conventional and social media in developing customer touch-points;

  • Explore some of the branding issues raised by management of different channels;

  • Evaluate the effect of non-store retailing on store networks and retail location.



  • Jones, C. (2013) The Multichannel Retail Handbook, 


This module information is representative of what is included in the module in a given year. Details of actual reading, lectures and coursework may vary year to year and will be available at the beginning of the semester.


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