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2010/2011  BA-HA_E125  Retail Marketing

English Title
Retail Marketing

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Elective
Level Bachelor
Duration One Semester
Course Period Autumn . Spring
Pending schedule: Wed.:08.00-10.35, week: 36-41, 43-46 This course will also be offered in Spring 2012
Time Table Please see course schedule at e-Campus
Study Board
Study Board for BSc in Economics and Business Administration
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
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.

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
The course draws mainly on basic marketing and assumes such academic qualifications either from earlier semesters or from parallel courses on 5. semester.
20 min oral exam based on synopsis
Exam Period Winter Term

Oral, individual exam (20 minutes) based on synopsis (5 pages if it is written individually or 7-8 pages if it is written in groups up to three students).
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.

Teaching Methods
The course will contain traditional lectures, but will aim at combining this with student work in relation to application on specific cases and examples through dialogue based teaching, student presentations and guest speakers.


Levy, M. & Weitz, BA. (2009): Retailing Management, McGraw Hill

Complementary materials for chosen theoretical themes – for example:

Allred et.al. (2006) E-shopping lovers and fearful conservatives: a market segmentation analysis. International Journal of Retail & Distribution Management, Vol. 34 No. 4/5, pp. 308-333