Faculty
Usman Janjua, teaching assistant; Arif Durmaz, teaching assistant; Jesper Aastrup, external lecturer

Course Coordinator
Jesper Aastrup, external lecturer

The course draws mainly on basic marketing and assumes such academic qualifications either from earlier semesters or from parallel courses on 5. semester.

The course deals with retailing from a strategic and marketing point of view and will highlight the store as a ’product’. Based on strategic and marketing theories the course will enable the student to 1) understand and analyse store concepts’ competitive and shopper situation and 2) based on this to formulate and design the store concepts’ strategy and parameter mix.

The course will among other things deal with the following themes: The store’s role in the marketing channel, store formats, the stores positioning and differentiation, shoppers’ attitudes towards and behaviour in stores, segmentation, branding of stores, the experience economy, the stores parameter mix, store design, assortment planning, service and employees in stores, as well as technology and e-stores.

The course will contain traditional lectures, but will aim at combining this with student work in relation to application on specific cases and examples through dialogue based teaching, student presentations and guest speakers.

Through a dialogue and case based approach the student is trained in application of theoretical content to analyse, reason and recommend in relation to actual cases and examples.

To get the grade 12 the student should at the end of the course demonstrate:

· Knowledge of the course’ crucial themes, theories and concepts, as well as their application areas and limitations

· Ability to choose, combine and apply these in analysis of cases/examples

· Ability to draw conclusions and recommendations based on this

Oral individual exam based on synopsis (5 pages individually or in groups up to three students)

Textbook:

· David Gilbert (2003): Retail Marketing Management, Pearson/Prentice Hall (med forbehold for ændring hvis andre/nyere versioner udkommer).

Complementary materials for chosen theoretical themes – for example:

· Allred et.al. (2006) E-shopping lovers and fearful conservatives: a market segmentation analysis. International Journal of Retail & Distribution Management, Vol. 34 No. 4/5, pp. 308-333