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Module Title LM Retail Marketing
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 21436
Module Lead
Level Masters Level
Credits 10
Semester Semester 2
Restrictions As an optional module: MSc Marketing Suite
Description Retailing is fundamentally important to the UK, European and World Wide economy It is necessary to understand the fundamental constructs of retail marketing because as consumers we use retail services on a daily basis.This course will examine the retailing industry from its beginnings to researchers’ predictions for the future. This course will also examine how critical aspects of retailing such as store design contribute to the retail experience.
Learning Outcomes

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

  • demonstrate a comprehensive knowledge and understanding of the evolution of modern retailing and consumption practices;
  • critically assess how theories of retail change can assist future retail change;
  • identify and critically evaluate the characteristics of a store from layout to atmosphere and the effects that music and light can have on buyer behaviour;
  • demonstrate a critical understanding of the nature of loyalty and the manifestation of such shopping habits;
  • evaluate the complex relationships with both customers and suppliers;
  • critically appraise current logistical issues;
  • critically evaluate alternative retail channels;
  • analyse the possible problems and opportunities encountered by retail organisations
Assessment 21436-01 : Group Presentation : Coursework (25%)
21436-02 : Individual Assignment : Coursework (75%)
Assessment Methods & Exceptions Assessment:
1 x group visual report including a supporting statement of 1500 words (25%)
1 x 3000 word individual assignment (75%)

Reassessment: 100% 3,000 word individual assignment.
Reading List