business
BMKT611
Retailing
Semester 1
September 2012
Module Study Guide
Module overview….p2
Approach to study………p3
Learning resources……….………….p4
Assessment………………………………………..p6
Programme of study…………………………..……………..p11
Retailing
BMKT611
Module Leader Zena Lutrin M122, lutrinz@wmin.ac.uk Office hour Wednesdaay 13.30 – 15.00 and by appointment
Tutors Debbie Desrochers D.Desrochers@westminster.ac.uk Stephan Ludwig S.Ludwig@westminstr.ac.uk
Welcome to BMKT611 Retailing. This is a broad ranging module that will give you insight into retailing at both the strategic and tactical (operational) levels.
Module Aims
• Give an in depth of understanding of retailing at the strategic and store levels in different retail sectors.
• Give a broad insight into the range of strategic options available to retailers stressing the central importance of positioning and store image in gaining competitive advantage and customer loyalty.
• Show how management of the individual elements of the retail mix contributes to the delivery of the positioning in different retail sectors.
Learning Outcomes
On successful completion of this module, the student will be able to:
1. Critically analyse the competitive environment facing a given retailer (or its owning company) and its sector and identify the key drivers of competitive advantage for different sectors and within sector.
2. Critically evaluate the main strategic options for growth and competitive advantage available to a retailer and growth and positioning strategies for individual chains or stores
3. Make judgements about the strategic management of the elements of the retail mix at the operational level and produce cohesive appraisal of chain and/or store level management of mix elements to effect the positioning Approach to study
Retailing is a very practical business discipline. Most of the uniquely retail theory and analytic techniques have
Retailing
Semester 1
September 2012
Module Study Guide
Module overview….p2
Approach to study………p3
Learning resources……….………….p4
Assessment………………………………………..p6
Programme of study…………………………..……………..p11
Retailing
BMKT611
Module Leader Zena Lutrin M122, lutrinz@wmin.ac.uk Office hour Wednesdaay 13.30 – 15.00 and by appointment
Tutors Debbie Desrochers D.Desrochers@westminster.ac.uk Stephan Ludwig S.Ludwig@westminstr.ac.uk
Welcome to BMKT611 Retailing. This is a broad ranging module that will give you insight into retailing at both the strategic and tactical (operational) levels.
Module Aims
• Give an in depth of understanding of retailing at the strategic and store levels in different retail sectors.
• Give a broad insight into the range of strategic options available to retailers stressing the central importance of positioning and store image in gaining competitive advantage and customer loyalty.
• Show how management of the individual elements of the retail mix contributes to the delivery of the positioning in different retail sectors.
Learning Outcomes
On successful completion of this module, the student will be able to:
1. Critically analyse the competitive environment facing a given retailer (or its owning company) and its sector and identify the key drivers of competitive advantage for different sectors and within sector.
2. Critically evaluate the main strategic options for growth and competitive advantage available to a retailer and growth and positioning strategies for individual chains or stores
3. Make judgements about the strategic management of the elements of the retail mix at the operational level and produce cohesive appraisal of chain and/or store level management of mix elements to effect the positioning Approach to study
Retailing is a very practical business discipline. Most of the uniquely retail theory and analytic techniques have