1.

Name of Course/Module/Subject Retailing

2. Course/Subject Code BMR2124

3. Status of Subject Major

4. MQF Level/Stage Bachelor MQF Level 6

Date of previous version : August 2010

5. Version
Date of current version : May 2013
Pre-Requisite/Requirement for
6. BMR1014 Fundamentals of Marketing
Registration

7. Name(s) of academic/teaching staff Stany Wee Lian Fong

8. Semester and Year offered Trimester 1, Year 3

9. Objective of the course/module/subject in the programme :

Through this subject, students are being trained to become a good retail planner and decision
maker and be able to adapt to change. Students will be exposed to how retail strategies are
formed, activities of a wide range of actual retailers (large and small, goods and services,
domestic and global), and the possibility of a full-time career in retail management.

10. Justification for including the subject in the programme :

The concept of a strategic approach to retailing is significant to survive and expand in the
highly competitive and globalized retailing industry. With a strategic approach, the
fundamental principle is that a retailer has to plan for and adapt to a complex, changing
environment. Both opportunities and constraints must be considered. A retail strategy is the
overall plan or framework of action that guides a retailer. Ideally, it will be at least one year in
duration and outline the mission, goals, consumer market, overall and specific activities, and
control mechanisms of the retailer. Without a predefined and well-integrated strategy, the firm
may flounder and be unable to cope with the environment that surrounds it.

11. Subject Learning Outcomes : Domain Level

Explain the background information about retail

LO1 customers and competitors nature of retails Affective Level 3
environments

Apply the strategic decisions in the retailing such

LO2 as financial strategy, location strategy and Cognitive Level 4
human resource strategy

Designing and implementing a customer driven

LO3 Cognitive Level 5
retail marketing strategy

12. Mapping of Learning Outcomes to Programme Outcomes :

Learning Outcomes PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8

LO1 x x x

LO2 x x x

LO3 x x x x

Percentage 0.0% 20.0% 20.0% 0.0% 10.0% 30.0% 20.0% 0.0%

MMU : FOB : May 2013

13. Assessment Methods and Types :

Method and Type Description/Details Percentage

Presentation Presentation 10%

Assignment Written report, video 30%

Test Written test 10%

Final Examination Written examination 50%

14. Mapping of Assessment Components to Learning Outcomes:

Assessment Components % LO1 LO2 LO3

Presentation 10% 10% 0% 0%
Assignment 30% 30% 40% 50%
Test 10% 10% 10% 0%
Final Examination 50% 50% 50% 50%

Total 100% 100% 100% 100%

15. Details of Subject:

Mode of
Topics Delivery
Lecture
An introduction to retailing

Introduction to the framework of retailing and the importance of developing 2

and applying a retail strategy.

Building and sustaining relationships in retailing

Value and value chain of retailing, retailer channel relationships, impact of 2

technology, and ethical performance in retailing.

Strategic planning in retailing

Introduction to the steps in strategic planning for retailers and controllable 2

and uncontrollable elements of a retail strategy.

Retail institutions by ownership

Introduction to the ownership type of retailing, and explore the methods 2

used to exert influences in the distribution channel.

Retail institutions by store-based strategy mix

Introduction to the concepts of store-based retailers, evolving of store- 2

based retailing, and strategy mixes of food-oriented and general
merchandise retailers.

MMU : FOB : May 2013

Web, non-store-based, and other forms of non-traditional retailing

Introduction to direct marketing, direct selling, vending machines, video 2

kiosks, airport retailing, and electronic retailing through World Wide Web.

Identifying and understanding consumers

The importance of consumer understanding in retail, influences of
consumer demographics, lifestyle factors, environment factors, needs and 2
desire to retailing, consumer attitudes towards shopping and consumer
shopping behaviour, consumer decision process, and retailer actions
based on target market planning.
Information gathering and processing in retailing

The flow of information in retail distribution channel, retail information 2

system and its components, and the marketing research process.

Trading-area analysis
Define the importance of store location, process for choosing a store
location, concept of trading areas and its related components, delineation 3
of trading areas for existing and new stores, and the three major factors in
trading-area analysis.
Site selection
The types of location available to a retailer, decisions necessary and 3
evaluating criteria in choosing a general retail location, and terms of
occupancy.
Developing merchandise plans

The importance, format, and processes of developing merchandise plan, 3

outline the considerations in devising merchandise plan, and discuss
category management and merchandising software.

Implementing merchandise plans

The steps in the implementation of merchandise plans and the roles of 3

logistics and inventory management in merchandise plan implementation.

Pricing in retailing
Describe the role of pricing in a retail strategy, impact of stakeholders on 3
retail pricing decisions, and framework for developing a retail price
strategy.
Retail image

The concept of retail image, method image is created via store and non- 3
store atmosphere, ways to encourage more time shopping, and the impact
of community relations on retail image.

Promotional strategy

The scope of retail promotion and discuss the strategic aspects of retail 3
promotion.

Total 37

MMU : FOB : May 2013

 Total Guided and
16. Total Student Learning Time (SLT) Face to Face
Independent Learning

Lecture 37 37
Tutorials 0 0
Laboratory/Practical 0 0
Presentation 1 6
Assignment 0 12
Test 1 6
Final Exam 2 20
Sub Total 41 81
Total SLT 122

17. Credit Value 3

18. Reading Materials :

Textbook: Reference Materials:

Berman, B. & Evans, J.R. (2012). Retail 1. Levy & Weitz (2008), Retailing
Management A Strategic Approach, Pearson Management, Latest Edition, McGraw-Hill.

2. Sorensen (2008), Inside the Mind of the

Shopper: The Science of Retailing, Latest
Edition, Pearson.

MMU : FOB : May 2013