Retail Marketing

Faculteit Economie en Bedrijfskunde
Jaar 2017/18
Vakcode EBM880A05
Vaknaam Retail Marketing
Niveau(s) master, uitwisseling
Voertaal Engels
Periode semester I a
ECTS 5
Rooster rooster

Uitgebreide vaknaam Retail Marketing
Leerdoelen Upon completion of the course the student is able to:
1. Understand the content of strategic and tactical retail marketing decisions and explain how retail mix decisions are related to strategic retail marketing decisions.
2. Critically evaluate and discuss the academic retail marketing literature and derive hypothesis based on retail theories and scientific research
4. Use relevant insights from retail marketing theory for assessing real-life retail marketing cases.
5. Communicate the results of the real-life cases both orally and in writing in a professional manner.
Omschrijving The Retail Marketing elective will focus on several strategic and operational retail topics in highly competitive retail markets. In the first part of the course, we will focus on how retailers make decisions with regard to the retail-mix. We will discuss state-of-the art theory with regard to pricing, promotions, assortment management and instore merchandising. We will also focus on buying & sourcing of products. The theory of part 1 can be used in assignment 1 (writing a category management plan). In the second part of the course we will focus on the topic of omni-channel marketing. This concerns the strategic decision that retailers make with regard the channels used to sell their products (stores, online, catalogues) as well as the customer journey consumers follow when orienting and deciding about which products to buy. The theory of this part of the course can be used in assignment 2 (writing a retail marketing channel plan).
Uren per week 4
Onderwijsvorm hoor- en werkcolleges
Toetsvorm opdracht(en), schriftelijk tentamen met open vragen
((Peer assessment is also part of the course assesment))
Vaksoort master
Coördinator dr. J.A. Voerman
Docent(en) prof. dr. L.M. Sloot ,dr. J.A. Voerman
Verplichte literatuur
Titel Auteur ISBN Prijs
Selected articles from highly ranked scientific marketing, retail and general management journals Various
Entreevoorwaarden
Opmerkingen Secretary Marketing: room 5411-0334, phone +31(0)50 3637065, email marketing.education@rug.nl
This course is also open for a max of 10 exchange students.
Opgenomen in
Opleiding Jaar Periode Type
Courses open to Exchange Students (MSc)  (Courses open to Exchange Students (MSc) with limited access) 1 semester I a keuze
DD MSc Marketing-Intelligence - Münster University, Münster (2-jarig)  (keuzevakken voor studenten uit Münster) 2 semester I a keuze
DD MSc Marketing-Intelligence – BI, Oslo (2-jarig)  (keuzevakken voor studenten uit Oslo) 2 semester I a keuze
MSc BA - Change Management  (keuzevakken MSc BA Change Management) 1 semester I a keuze
MSc BA - Organizational & Management Control/O&MC  (keuzevakken MSc BA O&MC) 1 semester I a keuze
MSc BA - Small Business & Entrepreneurship/SB&E  (keuzevakken MSc BA SB&E) 1 semester I a keuze
MSc BA - Strategic Innovation Management/SIM  (keuzevakken MSc BA-SIM) 1 semester I a keuze
MSc International Business & Management/IB&M  (keuzevakken B MSc IB&M) 1 semester I a keuze
MSc Marketing  (keuzevakken Marketing Intelligence) 1 semester I a keuze
MSc Marketing  (keuzevakken A Marketing Management) 1 semester I a keuze