Overview:
- Credits:
- 10.0
- Level:
- 4
- Semester:
- Spring
- Subject:
- Marketing
- School:
- Business
- Coordinator:
- Mr Mick O'Conchuir
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Curricular information is subject to change
Upon completion students should be able to:
- Understand the retailing environment from business model options to digital disruption to Shoppers..
- Understand the strategic environment in today’s world of retailing.
- Be able to plan, lead and execute strategic retailing plans.
- Understand the environmental dynamics and key metrics of retailing in order to be able to directly & positively affect the growth of retail businesses in any industry.
Lecture Plan – 12 lecturers
1. Context; the retail landscape & understanding strategy
- Introductions
- The retailing landscape
- What is Strategy?
2. The OGSM, a model to help think, plan & lead strategically
- A practical view on business strategy
- Choice: the essence of strategy
- Leading Strategy in business organisations
- ASSESSMENT: write an OGSM for a retailer of your choice (10% of overall grade)
3. Positioning, Customer Value Propositions & Retail Business Models
- Customer Value Propositions
- Retailing Business Model Choices
4. Consumer Centricity & Data Strategy
- Consumer data powering personalisation
- CRM & Customer loyalty schemes
5. Differentiation strategies
- Branding in retail as an expression of brand positioning
- Merchandising – the retail fundamental
6. Receptivity & marketing in retail
- Focus on the shopper
- Retail as media & a key pillar of marketing plans
7. Consumer Decision Journeys
- The CDJ in retail
- Marketing automation is merging marketing and retail
- ASSESSMENT: create a CDJ for a retailer of your choice (10% of overall grade)
8. eComm & Omni channel
- eComm’s effect on retail business models
- How can retailers react to eComm
9. Measuring effectiveness – financial & marketing metrics
- eComm’s effect on retail business models
- How can retailers react to eComm?
10. Retail Strategies for a changing environment
- Sephora Direct Case Study
11. Home Delivery – the future of grocery retailing
- Ocado Case Study
12. Bringing it all tougher; recap & assessment preparation
- Feedback o in-module assessments
- Final assessment outline
Student Effort Type | Hours |
---|---|
Lectures | 36 |
Total | 36 |
Not applicable to this module.
Description | Timing | Component Scale | % of Final Grade | ||
---|---|---|---|---|---|
Assignment: Take home questionnaire based on a case study of one particular retailer (likely to be Amazon but subject to change). | Unspecified | n/a | Graded | No | 60 |
Project: Create a Consumer Decision Journey (CDJ) for a retailer of your choice | Unspecified | n/a | Graded | No | 10 |
Attendance: In-class (Zoom sessions) & Brightspace forum participation | Unspecified | n/a | Graded | No | 20 |
Project: Write an OGSM (strategy planning communication framework) for a retailer of your choice | Unspecified | n/a | Graded | No | 10 |
Resit In | Terminal Exam |
---|---|
Summer | No |
• Group/class feedback, post-assessment
Not yet recorded.
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