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2014/2015  KAN-CCMVV1610U  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
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Course period Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Mogens Bjerre - Department of Marketing (Marketing)
Administrator: Carina Jessen cj.marktg@cbs.dk
Main academic disciplines
  • Marketing
  • Experience economy and service management
Last updated on 10-04-2014
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
Course prerequisites
The course assumes introductory marketing skills at bachelor level
Examination
Individual oral exam based on synopsis written in groups of 2-4 students:
Exam ECTS 7,5
Examination form Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance.
Individual or group exam Individual
Size of written product Max. 5 pages
Assignment type Synopsis
Duration
Written product to be submitted on specified date and time.
20 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Preparation time No preparation
Grading scale 7-step scale
Examiner(s) Internal examiner and second internal examiner
Exam period Winter Term
Aids allowed to bring to the exam Closed Book
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure

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.
Further Information
Changes in course schedule may occur
Thursday 14.25-17.00, week 36-41, 43-47
Expected literature

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)
Last updated on 10-04-2014