Retail Marketing

Om faget

Emner

Markedsføring Forbrugeradfærd Oplevelsesøkonomi

Fagets indhold

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.

Se den fulde beskrivelse i kursuskataloget

Det lærer du

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. Objectives: 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

Course prerequisites

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

Fakta

Niveau

Bachelor

Type

Valgfag

ECTS

7,5

Fagkode

BHAAV1988U

Undervisningsperiode

Efterår – semester

Forår – 3. quarter

Studieår

2026/2027

Sprog

Engelsk

Undervisningsform

Hybrid

Eksamen

Skriftlig opgave og mundtlig eksamen på campus
Gruppeeksamen, vinter
Skriftlig opgave og mundtlig eksamen på campus
Gruppeeksamen, forår

Bedømmelse

7-trins skala

Academic areas for master admission:

The course covers:

Markedsføring (max 7,5 ECTS)
Erhvervsøkonomi (max 7,5 ECTS)