Retail Operations (RMKU9RO)

MODULE CODE:         

RMKU9RO

Semester:                  

Autumn

Credit Value:             

20

Module Coordinator:  

Mr Eric Calderwood

Contact Hours:         

22 Lectures, 8 Seminars

Assessment:             

50% coursework, 50% examination

Module Overview:

The aim of this module is to provide an overview of the key elements which impact upon, and influence the interaction between consumers and retailers and that are relevant when successfully formulating and managing retail operations.  Both strategic and tactical issues will be stressed with respect to the relationship between retailers and their existing and potential customers. Based on the input from a theoretical but also practical point of view participants will evaluate the practical application of strategy upon retail operations.

Objectives:

The objectives of this module are to enable students to:

  • understand how the different elements of retail operations contribute towards an exchange between consumers and the retailer whilst contributing towards the retailer’s productivity, efficiency and profitability
  • appreciate the key issues associated with product range and the effective control and management of stock
  • understand the background factors, strategy and consequent tactics associated with retail pricing and promotions
  • explain the principles of retail design/ merchandising
  • understand the key issues influencing the effective management of store staff and management
  • review how retailers can use technology within their operational environments
  • evaluate the key drivers of effective financial management/sales performance within a retailing outlet
  • appreciate the scale of retail crime, the implications for retailers and the measures deployed to ensure retail security
  • identify and assess the key issues associated with customer service in a retail environment.

Learning Outcomes: 

After the completion of the module students should be able to develop:

  • The critical understanding of business and marketing from both academic and practitioner perspectives
  • An in-depth and balanced appreciation of the theoretical foundations of marketing alongside current and emerging practitioner applications including marketing decisions, consumer behaviour and market research methods
  • The ability to understand the development of appropriate marketing strategies within a changing environment to meet various business, marketing and stakeholder demands
  • The impact of environmental forces on organisations including legal, market, ethical, social and technological change issues
  • An in-depth knowledge of the concepts, processes, institutions and applications in the production, distribution, supply and marketing of goods and/or services

An ability to interact and study with others and to constructively practice multiple management skills including communication, problem-solving, data analysis, independent action and teamwork.

 

Textbook:

 Dunne, P. Lusch, R. and Carver, J. (2014), Retailing, South-Western Cengage.

 

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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