Expose yourself to retail marketing theory.
Investigate the changing state of the retail supply chain. Get a sense of the legal, social and economic factors that impact the retail sector. Ask how retail marketing practices can be improved.
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- 01 Mar 2021
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At the completion of this subject students will be able to:
- demonstrate understanding of the complexities of retail environments
- demonstrate knowledge of concepts and practices underlying sustainable retailing
- understand strategies for improving retail marketing across a range of organisations.
- Introduction to retail marketing and retail marketing strategy
- Consumer behaviour and market segmentation
- Merchandise assortment and brand management
- Retail store design and layout
- Retail location
- Retail pricing
- Retail promotion
- Retail customer service
- Multichannel and omnichannel retailing
- Alternative retail applications - Shopping centres and franchising formats
- Ethical retailing, international retailing and emerging markets
Note: Level 2 subjects normally assume an introductory level of prior knowledge in this area, e.g. from studying related Level 1 subjects or other relevant experience.
No special requirements
This subject examines retail marketing in the context of the dynamic changes occurring in all parts of the supply chain (distribution), and in the broader social, politico-legal and economic environment. Retail marketing theory emphasises attracting customers to a diversity of retail outlets and forms, and the elements of the retail mix which particularly facilitate informed consumer choice.
The subject provides a strong foundation in specific aspects of retail marketing including achieving customer loyalty, visual merchandising and other aspects of store design, price promotions, and merchandise assortment.
- Online Quiz (20%)
- Group Assessment Task (40%)
- Individual Assessment Task (40%)
Current study term: 28 Feb 21 to 30 May 21)
Retail Marketing Management: Principles and Practice
Goworek, Helen and McGoldrick, Peter