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2011/2012  KAN-CM_A142  The Store as a Distribution Channel, Brand and Shopping Scene

English Title
The Store as a Distribution Channel, Brand and Shopping Scene

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Elective
Level Full Degree Master
Duration One Semester
Course Period Autumn
Please see e-campus
Time Table Please see course schedule at e-Campus
Study Board
Study Board for MSc in Economics and Business Administration
Course Coordinator
  • Jesper Aastrup - jesper.aastrup@cbs.dk
    Jesper Aastrup - Department of Marketing
Administrator: Yvonne Bjørkov - yb.marktg@cbs.dk
Main Category of the Course
  • Marketing
  • Experience economy and service management

Taught under Open University-Taught under open university.
Last updated on 29 maj 2012
Learning Objectives
The excellent student will through the synopsis and oral examination demonstrate:
• Broad and exhaustive knowledge of the course theories and models addressing
o consumers’ behaviour and preference in relation store and in-store choice,
o retailers’ and stores’ competitive, brand, category and parameter considerations
o and retail suppliers possible trade strategies and tactics towards retailers and stores
• Ability to describe, compare and combine these theories, models and themes
• Ability to identify, argue for and develop relevant and case specific problems of specific stores, retailers or suppliers
• Ability to choose, combine and systematically apply course theories and models to analyse and solve problems in specific retail contexts, and on this basis draw managerial implications
The course assumes introductory marketing skills at bachelor level
The Store as a Distribution Channel, Brand and Shopping Scene:
Assessment Oral with Written Assignment
Marking Scale 7-step scale
Censorship Internal examiners
Exam Period Winter Term
Aids Open Book, Written and Electronic Aid is permitted
Duration 20 Minutes

Individual oral examination on the basis of synopsis (group based)
Course Content

The store (whether physical or virtual) represents in marketing, branding and logistics an important touchpoint towards the consumer. It is in the store that the consumer most directly meets the retail concept; part of consumers’ brand and product choices are made in stores; and the brand availability and ultimate service levels of many supply chains are experienced by consumers in the store.

This course emphasises issues and problems in relation to retailing, and retailing’s control of the store as a touchpoint towards consumers. It will do so mainly from different areas of the marketing discipline (e.g. marketing channels, branding and consumer behaviour), but will also touch upon issues from Logistics/Supply Chain Management. The course contains a BtB part but will mainly deal with BtC issues.

The student will develop competencies in understanding and analysing the retail store (in its physical as well as virtual form) and the role and significance of retail parameters in relation to:
1) the vertical distribution channel,
2) the retailers brand and image considerations, and
3) the consumers’ choice of stores and shopping behaviour.

Synopsis work can function as pilot work to potential dissertations within the area of retailing.

The content of the course is structured around the retailers’ strategic and tactical possibilities in relation to three perspectives:

The store as a distribution channel:

  • The role and function of the store in the vertical channel
  • Collaborative forms and strategies between retailer and supplier

The store as a brand:

  • Private labels vs manufacturer brands
  • Brand and image of store and retail chain

The store as shopping scene:

  • Consumer choice and preference regarding stores
  • Consumer behaviour and shopping motives in-store
  • Category management and assortment
  • Stores and the creation of identity and experiences
Teaching Methods
Teaching will be based on short introductory lectures as well as many activities encouraging dialogue based on theoretical discussions as well as cases and examples.

Through the dialogue and case based teaching and synopsis based examination the student is trained in application of theoretical perspectives and approaches to analyze, reason and recommend in relation to cases and examples, both orally as well as in writing.

The curriculum consists of a traditional retail marketing book:

Levy, M. & Weitz, BA. (2011): Retailing Management, McGraw Hill

As well as a line of complementary articles (about 15)