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2016/2017  BA-BHAAV1988U  Retail Marketing

English Title
Retail Marketing

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration One Semester
Start time of the course Autumn, Spring, Third Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 100
Study board
Study Board for BSc in Economics and Business Administration
Course coordinator
  • Mogens Bjerre - Department of Marketing (Marketing)
  • Usman Tariq Janjua - Department of Marketing (Marketing)
Main academic disciplines
  • Customer behaviour
  • Marketing
  • Experience economy
Last updated on 13-02-2017
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors: 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
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.
Retail Marketing:
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 oral exam based on written group product
Number of people in the group 2-3
Size of written product Max. 10 pages
Oral, individual exam (20 minutes) based on either individual or group indivdual written product.
The Written product is max. 5 pages if it is written individually, the students who wants to write alone do not have to apply for dispensation.
Assignment type Project
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 and Summer
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 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.
Student workload
Preperation 120 hours
Teaching 36 hours
Exam 50 hours
Expected literature


Levy, M. & Weitz, B. (2013): Retailing Management (9th ed.), ISBN: 9781259060663, McGraw Hill


Journal articles (accessible at CBS library e-resources):

  • Buzzell, R. & Ortmeyer, G. (1995): Channel partnerships streamline distribution, Sloan Management Review, 36, 3, 85-96
  • Cardoso, PR & Pinto, SC (2010): Hedonic and utilitarian shopping motivations among Portuguese young adult consumers. International Journal of Retail and Distribution Management, Vol. 38 No. 7, pp. 538-558.
  • Donovan, RJ & Rossiter, JR (1982): Store Atmosphere: an Experimental Psychology Approach, Journal of Retailing, Vol. 58, No. 1.
  • Dunn, M. and Davis, S. (2003): “Building brands from the inside”, Marketing Management, Vol. 12, No. 3, pp. 32-37.
  • Fisher, M (1997): “What is the right supply chain for your product” Harvard Business Review, Vol. 75, No. 22, pp. 105-116.
  • Hart, C & Rafiq, M (2006): “The Dimensions of Assortment: A Proposed Hierarchy of Assortment  Decision Making” International Review of Retail, Distribution and Consumer Research, Vol 16, No 3, pp 333-351.
  • Pine II, BJ & Gilmore, JH (1998): “Welcome to the experience economy” Harvard Business Review, Vol. 76, No. 4, pp. 97-105.
  • Thompson, KE & Chen, YL (1998): “Retail Store Image – a Means-End Chain Approach” Journal of Marketing Practice: Applied Marketing Science, Vol. 4, No. 6, pp. 161-173.
  • Wolfinbarger, M & Gilly MC (2001): “Shopping Online for Freedom, Control, and Fun” California Management Review, Vol 43, No 2, pp 34-55.
  • Thomas Rudolph, Thomas Schröder and Tim Böttger (2012): “Improving Retailer Profitability with Self-Service Technologies throughout all Sales Phases – The Role of the business model”, European Retail Research, Vol. 26, Issue  I, 2012, pp. 95-122
  • Daniel Kahneman (2003): “Maps of Bounded Rationality: Psyhology for Behavioral Economics”, The American Economic Review, Vol. 93, No. 5, (Dec., 2003), pp. 1449-1475
  • Hilke Plassmann, Thomas Zoëga Ramsøy, Milica Milosavljevic (2012): “Branding the brain: A critical review and outlook”, Journal of Consumer Psychology 22, pp. 18-36
Last updated on 13-02-2017