| CODE | MRK4121 | |||||||||
| TITLE | Retailing and Sales Management | |||||||||
| UM LEVEL | 04 - Years 4, 5 in Modular UG or PG Cert Course | |||||||||
| MQF LEVEL | Not Applicable | |||||||||
| ECTS CREDITS | 6 | |||||||||
| DEPARTMENT | Marketing | |||||||||
| DESCRIPTION | - Introduction to the world of retailing; - Retailing strategy – market, financial, locations and sites; - Information systems and supply chain management; - Managing Merchandise assortments; - Retail pricing and Retail Communication Mix; - Store Layout, Design, and Visual Merchandising. Study-unit Aims This module introduces the participants to the world of retailing, retailing strategy, merchandise management, and store management. Learning Outcomes 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: (1) Discuss the links between sales, the customer experience, the retailer’s environment and customer service; (2) Describe current and emerging technologies to support the retail business functions; (3) Understand strategies used to influence the customer experience through the right retail channel (s); creating an effective sales environment; the atmosphere, space and layout of the retail outlet, controlling customer flow, positioning and pricing of goods, either physically or electronically; (4) Discuss the methods for evaluating the customer experience; (5) Describe in general terms the stages of the sales process in a range of different retail channels; (6) Demonstrate effective management, marketing, and human resource skills in the retail environment. 2. Skills: By the end of the study-unit the student will be able to: (1) Review customer service, propose solutions to increase sales and plan the allocation of resources; (2) Monitoring the customer experience both on the qualitative aspects of retailing: store audits, customer surveys, mystery shoppers, discussion groups, observations and website research and the quantitative aspects such as sales analysis, statistics on complaints and compliments and analysis of repeat business; (3) Adapt communication, questioning, persuading and negotiation techniques for different situations; (4) Negotiate the selling price according to the market; (5) Be able to review sales strategy; (6) Exhibit work behaviours needed to successfully work as retail salesperson and to advance to higher levels of responsibility. Main Text/s and any supplementary readings Core Textbooks: - Levy, M. & Weitz, B.A. (2007), Retailing Management 6th Edt. McGraw Hill International. Additional Reading: For students to apply course material to current issues and promoting critical evaluation and debate, regular review of Retailing and Sales Management Journals and publications is recommended. |
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| STUDY-UNIT TYPE | Lecture | |||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Miriam Pocock |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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