About the course

Topics

Marketing Consumer behaviour Experience economy

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 the full course description in the course catalogue

What you 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

Course code

BHAAV1988U

Teaching periods

Autumn – semester

Spring – 3rd quarter

Academic year

2024/2025

Status

Available places

Language

English

Teaching type

Hybrid

Exam

Written assignment and oral exam on campus
Group exam, winter
Written assignment and oral exam on campus
Group exam, spring

Assessment

7 point grading scale