Introduction to the Module
Intended Learning Outcomes
How is My Work Marked?
Assessment Criteria and Marking Standards
Report on Last Delivery of Module
1. Key Information
LAB 322, Cambridge Campus
Tel: 0845 1962
Every module has a Module Definition Form (MDF) which is the officially validated record of the module. You can access the MDF for this module in three ways via:
• the Virtual Learning Environment (VLE)
• the My.Anglia Module Catalogue at www.anglia.ac.uk/modulecatalogue • Anglia Ruskin’s module search engine facility at www.anglia.ac.uk/modules
All modules delivered by Anglia Ruskin University at its main campuses in the UK and at Associate Colleges throughout the UK and overseas are governed by the Academic Regulations. You can view these at www.anglia.ac.uk/academicregs. A printed extract of the Academic Regulations, known as the Assessment Regulations, is available for every student from your Faculty Office (all new students will have received a copy as part of their welcome pack).
In the unlikely event of any discrepancy between the Academic Regulations and any other publication, including this module guide, the Academic Regulations, as the definitive document, take precedence over all other publications and will be applied in all cases.
2. Introduction to the Module
Welcome to the Retail Marketing module. This module aims to build on knowledge of the basic principles and practices of marketing by applying them in a retail context and to develop specialist knowledge of the retail industry from a marketing perspective. There are links to many other areas of your course: marketing, marketing management, consumer behaviour, pricing, purchasing and strategy.
It is through retailing that products and services are presented to consumers for personal purchase and consumption. Retailers are never far from the news and their marketing strategies and activities are highly visible to us as students of retailing and as consumers.
Retailing is an exciting, challenging and rewarding area of study and offers an increasing range of rewarding graduate careers. New trends emerge and new retailers prosper whilst established ones wither and die. The years of recession following the financial crisis have seen the failure of many retailers who had been part of the UK high street for decades: Woolworth (variety store), MFI (kitchens and bathrooms), The Pier (household accessories and gifts), Borders (books, magazines and music), Habitat (furniture and household goods), Dolcis (shoes), Blacks Leisure (camping and other outdoor clothing), La Senza (lingerie and nightwear), Hawkin’s Bazaar (toys, games and novelty). Trading conditions in 2011were so difficult for white goods and electrical retailer Comet that its owners Kesa Electrical sold it for £2 to investment company OpCapita and provided a cash injection of £50 million to the new owners. Comet finally went in to Administration during 2012.In contrast to this Rolls Royce Motor Company reported the highest sales value in its history for 2011whlist discount retailers such as Aldi, Lidl, and Netto continued to enjoy rapid year on year sales growth. Challenging economic times present an opportunity for retailers to adjust elements of their marketing mixes to reflect shoppers’ changing needs and wants and to develop innovative retail marketing strategies. During 2009 Tesco responded to the growth in discount grocery by developing it’s own discount brand range to go head to head with Aldi and Lidl in this increasingly important segment. In December 2012 Tesco finally...
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