Credit Value: 20
Module Coordinator: Professor Paul Freathy, Marketing and Retail
Contact Hours: 30 hours
Any organisation that is involved in marketing to consumers faces problems in terms of getting their product in front of someone who is both interested and willing to try it or to purchase it. The role of the buyer has been recognised as pivotal to the achievement of the corporate objectives in retailers and other organisations, since buying represents the translation of a company's mission into reality. Buying the wrong products, buying the wrong quantities or buying them at the wrong time can have serious implications for consumer satisfaction and for profits.
However, even the very best buyers can be frustrated if the products that they have sourced are displayed poorly, in a retail store, in a catalogue or even on a website. Visual merchandising covers the need to display goods and services in the correct place and with the right information in order to allow consumers to make informed decisions. But the best visual merchandising goes further and shows potential purchasers how the products can be integrated into their lifestyle.
This module will provide you with an understanding of the integrated nature of the buying and visual merchandising processes within marketing and retailing. It will give you a firm understanding of the inter-relationship that exists between buying and corporate strategy, the issues pertinent to the management of the buying activity, as well as the tasks and activities for which the buyer and visual merchandiser are responsible.
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.