| CODE | MRK5022 | ||||||
| TITLE | Retail and eCommerce | ||||||
| UM LEVEL | 05 - Postgraduate Modular Diploma or Degree Course | ||||||
| MQF LEVEL | 7 | ||||||
| ECTS CREDITS | 5 | ||||||
| DEPARTMENT | Marketing | ||||||
| DESCRIPTION | is study-unit provides an advanced exploration of the evolving retail landscape, focusing on the critical factors that drive retail success today. You will gain insights into omnichannel retailing, digital technology integration, shifts in consumer behaviour, and sustainable practices that are reshaping the industry. Through a blend of theoretical frameworks and practical applications, you’ll explore strategies for designing and managing retail spaces to meet the diverse needs of both online and offline consumers. Key sessions address varied retail formats—such as flagship stores, high-engagement spaces, and experiential settings—and the latest innovations in virtual store design and the metaverse. Topics include the omnichannel consumer journey, retail mix elements, location strategy, merchandise assortment, in-store technologies, and the atmosphere of both physical and virtual stores. This comprehensive approach prepares you to adapt and thrive in today’s dynamic retail environment. Study-Unit Aims: The study-unit aims to equip you with a deep understanding of retail sector dynamics, including omnichannel environments, consumer behaviour shifts, sustainability, and emerging digital technologies. You will learn to design and manage retail spaces that effectively meet the needs of both online and offline consumers, focusing on store layout, atmosphere, and merchandise presentation. You will also develop skills to adapt to diverse retail environments—such as flagship stores, experiential spaces, and high-engagement formats—ensuring that each retail experience aligns with consumer expectations. Additionally, you will explore how to integrate new technologies and innovations, including in-store solutions, virtual retail designs, and metaverse trends, to enhance the customer experience across physical and digital spaces. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: LO1: Analyse the key variables shaping the retail sector, including omnichannel strategies, consumer behaviour trends, sustainability, and emerging digital technologies. LO2: Apply relevant theoretical frameworks to assess, plan, and design retail spaces that address the needs of both online and offline consumers, incorporating experiential elements suited to diverse retail formats. LO3: Evaluate the unique characteristics and requirements of varied retail formats and environments, from flagship stores to high-engagement spaces and virtual retail settings. LO4: Integrate and recommend emerging technologies and innovations, such as virtual store design and metaverse trends, to enhance customer experiences across physical and digital retail spaces. LO5: Develop and communicate strategic recommendations for optimising retail environments based on data-driven insights, customer expectations, and industry best practices. 2. Skills: By the end of the study-unit the student will be able to: Analyse and Evaluate Retail Environments: Develop analytical skills to assess retail environments and offerings, applying theoretical frameworks and tools to compare diverse retail formats and consumer engagement strategies. (Aligned with LO1 and LO3, focusing on the analytical and evaluative skills needed to understand the complexities of various retail settings.) Design Consumer-Centric Retail Spaces and Experiences: Apply theoretical frameworks to design engaging retail spaces and experiences that meet the needs of both physical and digital channels in an omnichannel environment, enhancing consumer satisfaction. (This skill corresponds to LO2 and LO3, developing practical design skills for varied retail contexts.) Create Visually Compelling Retail Solutions: Cultivate visual creativity to design effective store layouts, merchandise displays, and virtual retail spaces that enhance customer experiences across different formats, from flagship stores to digital platforms. (Linked to LO3 and LO4, building creative skills for optimizing customer engagement and experience.) Integrate Key Retail Variables for Strategic Impact: Develop the ability to integrate and assess the impact of key variables, such as consumer behaviour, location, and technology, to shape effective retail strategies and drive business outcomes. (This skill aligns with LO1 and LO4, focusing on strategic integration of multiple retail factors to enhance retail performance.) Adapt and Respond to Retail Trends and Technological Advances: Cultivate adaptability by regularly reassessing retail setups to respond to market trends and advances in technology, ensuring strategies remain relevant in a dynamic retail environment. (Aligned with LO4 and LO5, emphasizing the transferable skill of adaptability and responsiveness to industry changes.) Communicate Strategic Retail Insights Effectively: Develop skills in synthesizing and presenting strategic recommendations for retail optimisation, ensuring clarity and persuasiveness in communicating to stakeholders. (This supports LO5, focusing on the transferable skill of clear and strategic communication.) Main Text/s and any supplementary readings: Main Texts: Levy, M., Weitz, B. A., & Grewal, D. (2022). Retailing management (11th ed.). McGraw Hill Education. [Only older version available at the Library: Levy, M., Weitz, B. A., & Grewal, D. (2014). Retailing management (9th ed.). McGraw Hill Education. | https://hydi.um.edu.mt/permalink/356MALT_INST/1807d4f/alma993476718703956] Mason, T., & Jarvis, S. (2023). Omnichannel Retail: How to Build Winning Stores in a Digital World (2nd ed.). Kogan Page. [Not available at the Library.] Kotler, P., & Stigliano, G. (2024). Redefining Retail: 10 Guiding Principles for a Post-Digital World. Wiley. Supplementary Readings: Morgan, T. (2021). Visual Merchandising: Window Displays and In-store Experience (4th ed.). Laurence King Publishing. Chevalier, M., Gutsatz, M. (2020). Luxury Retail and Digital Management: Developing Customer Experience in a Digital World (2nd ed.). Wiley. |
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| STUDY-UNIT TYPE | Lecture | ||||||
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2024/5. It may be subject to change in subsequent years. |
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