This course will provide students with the systematic outline of retail management and marketing.
The major themes are: An Overview of Strategic Retail Management, Situation Analysis, Targeting Customers and Gathering Information, Choosing a Store Location, Merchandise Management and Pricing, Communication with the Customer and Retailing Internationalization.
Through lectures and case studies, the course enables students to have a solid foundation in retail management and marketing.
At the end of this course, the student will be able to:
1) Explain the basic concept of retail management.
2) Explain the types and strategies of retail business.
3) Explain how to design and manage the retail marketing.
4) Examine the problems and tasks arising from the digitization and internationalization of retail business.
Distribution, Marketing Strategy, Retail Management, Retail Internationalization
|✔ Specialist skills
|✔ Intercultural skills
|✔ Communication skills
|Critical thinking skills
|✔ Practical and/or problem-solving skills
Lecture, Case Studies and Presentations by Students.
|Review the framework of retailing
|Building and Sustaining Relationships in Retailing Group formation for Case Studies）
|Review how to build and sustain retailers' relationships with consumers and other channel members
|Strategic Planning in Retailing
|Read Part 1 Short Cases and Comprehensive Case
|Strategic Planning in a Global Retailing Environment/ Part 1 Case Presentations and Discussion
|Understand the strategic planning in a global retailing environment
|Retail Institutions by Ownership and Store-Based Strategy Mix
|Read Part ２ Short Cases and Comprehensive Case
|Web, Nonstore-Base, and Other Forms of Nontraditional Retailing/ Part 2 Case Presentations and Discussion
|Review the type of retail business
|Identifying and Understanding Consumers
|Read Part３ Short Cases and Comprehensive Case
|Information Gathering and Processing in Retailing/ Part 3 Case Presentations and Discussion
|Read Part４ Short Cases and Comprehensive Case
|Choosing a Store Location / Part 4 Case Presentations and Discussion
|Review how to choose a store location
|Read Part6 Short Cases and Comprehensive Case
|Pricing in Retailing/ Part 6 Case Presentations and Discussion
|Read Part７ Short Cases and Comprehensive Case
|Promotional Strategy/ Part ７ Case Presentations and Discussion
|Read Part8 Short Cases and Comprehensive Case
|Putting It all Together / Part ８ Case Presentations and Discussion
|Prepare slides for the final presentation.
|Review your final presentation.
To enhance effective learning, students are encouraged to spend approximately 100 minutes preparing for class and another 100 minutes reviewing class content afterwards (including assignments) for each class.
They should do so by referring to textbooks and other course material.
Barry R. Berman, Joel R. Evans, and Patrali Chatterjee, Retail Management: A Strategic Approach, Global Edition, 13th edition. Person Education Limited.
Handouts will be distributed at the beginning of class when necessary and elaborated on using PowerPoint slides. PowerPoint documents that are to be used in class will be made available in advance via the T2SCHOLA system. Students are expected to use these documents for preparation and review purposes.
Class Cases Studies and Discussion 50%
Final Presentation 30%
Final Report 20%
Students must have successfully completed Introduction to Management (IEE.D201) or Marketing (IEE.D203), or have equivalent knowledge.