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Re­tail Mar­ket­ing

About the course

Subjects
Marketing Consumer behaviour Experience economics

Course content

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.

See course description in course catalogue

What you will learn

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.

Facts

Level
Bachelor
Type
Elective
ECTS
7.5
Code
BHAAV1988U
Teaching periods
Autumn – semester
Spring – 3rd quarter
Academic year
2025/2026
Status
Available places
Teaching language
English
Teaching Format
Hybrid
Exams
  • Written assignment and oral exam on campus
    Group exam, winter
  • Written assignment and oral exam on campus
    Group exam, spring
Assessment type
  • 7 point grading scale

Academic areas for master admission:

The course covers:

  • Marketing (max 7.5 ECTS)
  • Business administration (max 7.5 ECTS)