Retail Marketing

Subject

This course 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 emphasizes attracting customers to a diversity of retail outlets and forms, and the elements of the retail mix which particularly facilitate informed consumer choice. The unit 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.

Content:

• The retail environment. Evolution of the retail sector. The importance of retailing for the economy
• Typology of retail and wholesale firm
• Retail marketing-mix
• Mechandise management
• Pricing
• Retail communications
• Store location - Space management - Store atmosphere
• Customer service
• Principles of wholesale marketing
• Advanced issues in retail management

Educational Aims

At the completion of this course 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.

Student Evaluation

The methods of teaching Retail Marketing are lectures, group discussion and case study analysis.  Lectures will be based on text materials, outside readings and practical experience on the part of the instructor. 

It is based on the marks achieved in the written exams taken at the end of the term. However students can gain extra points by working on assignments given to them during semester. This is not compulsory, but can significantly contribute to the finally achieved degree.

Bibliography

1. Ν. Παπαβασιλείου, Γ. Μπάλτας, (2003), Μάρκετινγκ, Λιανικού και Χονδρικού Εμπορίου, ROSILI ΕΜΠΟΡΙΚΗ - ΕΚΔΟΤΙΚΗ Μ.ΕΠΕ (in Greek).
2. Michael  Levy,  Barton A Weitz, Dhruv  Grewal, (2014),  Retailing Management, (9^th  Edition), McGraw-Hill.
3. Michael Levy, Barton A. Weitz, (2012), Retailing Management, (8^th Edition),  McGraw-Hill.