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2023/2024  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, 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
Teaching methods
  • Blended learning
Last updated on 08-02-2023

Relevant links

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
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.

Please note that the elective course is reserved for HA students who wish to write their bachelor project in this elective course.
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, see also the rules about examination forms in the programme regulations.
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
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
Release of assignment Subject chosen by students themselves, see guidelines if any
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
Grading scale 7-point grading scale
Examiner(s) Internal examiner and second internal examiner
Exam period Winter and Spring
Make-up exam/re-exam
Same examination form as the ordinary exam
Description of the exam procedure

Students are allowed to do a presentation (max 5 minutes). Questions will be asked around the written product but also the general curriculum covered in the course.

Course content, structure and pedagogical approach

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.

Description of the 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.
Feedback during the teaching period
During the class there will be exercises and upon finish the students will be provided feedback. Following the oral exam the students will be provided the grade and a feedback on their written product and the oral discussion during the exam.
Student workload
Preperation 120 hours
Teaching 38 hours
Exam 50 hours
Expected literature


Levy, M., Weitz, B. & D. Greway (2018): Retailing Management (10th ed.), ISBN: 978-1-260-08476-4, McGraw Hill


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

  • 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.
  • 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.
  • Pine II, BJ & Gilmore, JH (1998): “Welcome to the experience economy” Harvard Business Review, Vol. 76, No. 4, pp. 97-105.
  • Botschen, G. & Wegerer, PK. (2016): “Brand-driven retail format innovation: a conceptual framework” International Journal of Retail &Distribution Management, Vol. 45 No. 7/8, pp. 874-891.
  • Zentes, J.; Morschett, D. & Schramm-Klein, H. (2008): “Brand personality of retailers – an analysis of its applicability and its effect on store loyalty” International Review of Retail, Distribution and Consumer Research. Vol. 18, No. 2, pp. 167-184.
  • David C. Edelman & Marc Singer (2015): “Competing on Customer Journeys”, Harvard Business Review, November 2015 Issue, pp. 88–94, 96, 98, 100
  • Kim Willems, Annelien Smolders, Malaika Brengman, Kris Luyten, & Johannes Schöning (2016): “The path-to-purchase is paved with digital opportunities: An inventory of shopper-oriented retail technologies”, Technological Forecasting & Social Change 124 (2017), pp. 228–242
  • Lynch, S. & Barnes, L. (2020): “Omnichannel fashion retailing: examining the customer decision-making journey” Journal of Fashion Marketing and Management: An International Journal Vol. 24, No. 3, pp. 471-493.
  • Fisher, M (1997): “What is the right supply chain for your product” Harvard Business Review, Vol. 75, No. 22, pp. 105-116.
  • Buzzell, R. & Ortmeyer, G. (1995): Channel partnerships streamline distribution, Sloan Management Review, 36, 3, 85-96
  • 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.
  • Donovan, RJ & Rossiter, JR (1982): Store Atmosphere: an Experimental Psychology Approach, Journal of Retailing, Vol. 58, No. 1.
  • Wolfinbarger, M & Gilly MC (2001): “Shopping Online for Freedom, Control, and Fun” California Management Review, Vol 43, No 2, pp 34-55.
  • Fan, X., Ning, N. & Deng, N (2020): “The impact of the quality of intelligent experience on smart retail engagement” Marketing Intelligence & Planning, Vol 38, No 7, pp 877-891.
Last updated on 08-02-2023