• create a bridge between theory and practise in Marketing retail topics
• develop ideas on putting practise into different retail theoretical situation contexts
• advise educators to reflect upon the theoretical and practical aspects related to Marketing in the Retail syllabus
• develop relevant and ethical marketing knowledge and skills to pursue specific courses of action
• Show a product line display by following procedures
• Prepare the materials, equipment and stock needed to set up a promotional display
• Prepare various retail outlet display themes

• Recall basic compliance requirements in relation to a retail outlet
• Identify different signage and graphics for a retail outlet
• a product line display.
• Understand the characteristics of different product lines.
• distinguish between the different types of tags available in a retail environment.
• Describe the possible obstructions that could develop through the position of various displays.
• Identify the tools and equipment required to install a promotional display
• Define the different elements that enhance the customer experience within a retail outlet.
• Recognise the different types of customers for retail contexts
• Identify aspects that make a product package attractive in a given case scenario.
• List factors to consider when selling own products.
• Determine the appropriate use of different communication skills in a particular situation
• Explain the different customer needs and expectations.
• Recall legislations that effects retail operations.
• Define where customers can seek help and advice when addressing complaints
• State the benefits of online and telephone orders.
• List the factors to balance loads for deliveries in line with the type of goods.

Applying knowledge and understanding

The learner will be able to:

• Demonstrate the facts and procedures in the application of marketing tasks and instructions
• evaluate and interpret facts in Marketing
• Apply tags to merchandise in preparation for sale
• Design a retail outlet layout according to plan.
• Demonstrate product packaging for display settings
• Demonstrate appropriate interpersonal skills when dealing with different customers
• Demonstrate ways to assist customers in choosing the correct product for their needs.
• Demonstrate how to deal with dissatisfied customers and product returns in a specific scenario.
• Demonstrate how to track online deliveries when dealing with customers’ queries.

This module will be assessed through: Online Forum/Discussion and Presentation/s.

Core Reading List

1. Passavanti, R., Pantano, E., Priporas, C. V., & Verteramo, S. (2020). The use of new technologies for corporate marketing communication in luxury retailing: Preliminary findings. Qualitative market research, 2020-01-10, Vol.ahead-of-print (ahead-of-print).
2. Sozen, C., & Korkmaz Devrani, T. (2020). Introduction of a new method for retailing and marketing research: the case of shopping malls. Property management, 2020-03-29, Vol.38 (3), p.365-381.
3. Verma, V., Sharma, D., & Sheth, J. (n.d.). Does relationship marketing matter in online retailing? A meta-analytic approach. Journal of the Academy of Marketing Science, 2016-03, Vol.44 (2), p.206-217.
4. Zheng, Y., & Li, Y. (2018). Visual Merchandising and Emotional Design. Journal of arts and humanities, 2018-05-01, Vol.7 (5), p.39-45.
5. Weitz, M. L., & Grewal, D. (2014). Retailing management (9th ed.). McGraw Hill Education
6. Varley, R. (2006). Retail product management : buying and merchandising (2nd ed.).
7. Sethna, Z. Blythe, J. (2019) Consumer Behaviour. Sage Publications Ltd.
8. East, R. Singh, J. Wright, M. Vanhuele, M. (2022) Consumer Behaviour: Applications in Marketing. Sage Publications Ltd.

Supplementary Reading List

1. Weitz, M. L., & Grewal, D. (2014). Retailing management (9th ed.). McGraw Hill Education
2. McGoldrick, P. J. (2002). Retail Marketing (2nd ed.). McGraw-Hill