This class exists in these courses :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
• IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Prerequisites

Students must have some marketing strategy knowledge such as principle of marketing.

Learning outcomes

At the end of the course, the student should be able to:
This course is designed to assist students in understanding the main aspects of retail marketing.

It is an introduction to the field of retail marketing and extends the basic marketing knowledge to broader applicability in international marketplaces.

Students will be exposed to several key aspects of retail marketing including emerging issues, multi-channel and omni-channel retailing, factors that influence customers’ perception of stores, store atmosphere, store location strategies, managing merchandise assortment and in-store merchandising to enhance customer shopping.

At the conclusion of this course, students should understand the vital role of designing a retail strategy in the success of any retailing venture and hold a greater appreciation for a firm’s emphasis on maintaining strong customer relationships.

Course description

The course will include the following sections:

- Introduction to the world of retailing,types of retailers, multi-channel and omni-channel retailing
- Retail marketing strategy development and retail segmentation and positioning
- Retail Site Locations
- Managing the store & merchandise: store layout, design and visual merchandising
- Customer service in retailing

Class type

Class structure

Teaching methods

• Case study
• Presentation
• Visits/fields trips

Assessment

Part 1: Class participation + Activities in class
(case studies; project presentation,..) 50%
Part 2: Group Project. 50%

THESE ARE THE PERCENTAGES FOR THE INTRANET WEB TO INTRODUCE THE MARKS

Recommended reading

• Retailing Management, Levy & Weitz, 8th Edition, McGraw Hill, 2012 Brick & Mortar. Shopping in the 21st Century (2008), Ed. Tina M. Lowrey. Ed. Lawrence Erlbaum Associates -

• “Global Business Handbook: The Eight Dimensions of International Business”; Ed. Newlands, D. and Hooper, M. Chapter: “Retail Merchandising and Sales Promotions” 2008.Gower (Ashgate Gower Group), Londres.De Juan Vigaray, M.D. y Beyza Gültekin.289-306 978 0 -

• Dunne, P.M and Lush, R.F (2007) Retailing- Prentice Hall Thomson , 6th edition -

• De-Juan-Vigaray, María D. (2004) Comercialización y Retailing: Distribución Comercial Aplicada, PearsonPrentice-Hall, Editorial, Madrid-México. ISBN 978-84-205-4372-7; 398 pp.(in Spanish) -

• Dolega, L., Pavlis, M., & Singleton, A. (2016). Estimating attractiveness, hierarchy and catchment area extents for a national set of retail centre agglomerations. Journal of Retailing and Consumer Services, 28, 78-90. -

• Leenders, M. A., Smidts, A., & El Haji, A. (2016). Ambient scent as a mood inducer in supermarkets: The role of scent intensity and time-pressure of shoppers. Journal of Retailing and Consumer Services. -

• Turley, L.W. and Milliman, R.E (2000) “Atmospheric Effects on Shopping Behaviour: A Review of the Experimental Evidence” Journal of Business Research, 49 (2), 193-211 -

• Machleit, K.A., Eroglu, S.A. and Powell, S. (2000) Perceived Retail Crowding and Shopping Satisfaction: What Modifies this relationship? Journal of consumer Psychology, 9, n. 1, p. 29 -

• Kerfoot, S. Davies, B. and Ward, P. (2003) “Visual Merchandising and the creation of Discernible Retail Brands” International Journal of Retail & Distribution Management, Vol. 31, N. 3, pp. 143-152. -

• Noble S.M., Griffith D.A., Edjei M.T. (2006), “Drivers of local merchant loyalty: Understanding the influence of gender and shopping motives”, Journal of Retailing, 3, 177-188 -

• Wu, C-S, Cheng F-F,D.C. Yen (2008), “ The atmospheric factors of online storefront environment design : an empirical experiment in Taiwan”, Information and Management, 45, 493-498. -

• De Juan, M.D.; Demoulin, N. (2009) “Congruency of Music with Store Image: its Effect on In-Store Environment Evaluation, Satisfaction and Purchasing Behaviour”, 38th EMAC European Marketing Academy Conference, Marketing & The Core Disciplines: Rediscoveri -

• Schröder H. and Zaharia S. (2008), “Linking multi-channel customer behavior with shopping motives: An empirical investigation of a German retailer”, Journal of Retailing and Consumer Services, 15, 452-468. -

Internet resources

• International Council of Shopping Centers

• Retail Jobs & Vacancies

• UK Retail Jobs form the Retail Industry

• World Retail Awards