RMKUSMC - Multi- Channel Retail Marketing

MODULE CODE:         




Credit Value:             


Module Coordinator:  

Dr Keri Davies

Contact Hours:         

25 Lectures, 15 Seminars


100% coursework, 

Module Overview:

This module will cover a wide range of operational issues, particularly the technological changes which have led to new forms of non-store shopping and the growing importance of eWOM and social media.

Students will gain a deeper understanding of the effect of these changes on the:

  • consumer search process in retail and the impact of factors such as risk, intangibility and perishability;
  • reorganisation of store networks and the related supply chains;
  • implications for the management of manufacturer and retailer brands;
  • impact of the type and location of management decisions and responsibilities.

The module will bring together a number of the current topics and trends in retailing and marketing to show how theory is expressed in the practices of modern retailers.  It will also emphasise the problem that even radical 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 changes in consumer behaviour.

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.

Learning Outcomes: 

Generic skills (e.g. Information skills/oral and written communication skills/numeracy/team working/personal organisational skills).

  • Retrieval and interpretation of information;
  • Integration, evaluation and critical analysis of literature and data from secondary sources;
  • individual and group work to reinforce knowledge and aid reflection;
  • presentational skills on project work;
  • transferable skills (self-confidence, time management, communication skills; independent and team working).

By the end of the module students should be able to develop:

  1. An in-depth knowledge of the processes & applications in the production, distribution and marketing of goods and/or services
  2. A deep appreciation of customers including customer expectations, service and orientation
  3. A rounded awareness of how to undertake qualitative and quantitative research and apply this knowledge in different contexts
  4. A comprehension and use of relevant communication and information technologies for application in business and marketing
  5. 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
  6. Further contemporary and pervasive issues such as creativity, collaboration, innovation, responsibility, commercial awareness and entrepreneurship


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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