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MKT42470

Academic Year 2023/2024

Strategic Retail Leadership (MKT42470)

Subject:
Marketing
College:
Business
School:
Business
Level:
4 (Masters)
Credits:
10
Module Coordinator:
Mr Mick O'Conchuir
Trimester:
Spring
Mode of Delivery:
Online
Internship Module:
No
How will I be graded?
Letter grades

Curricular information is subject to change.

How are the world’s great retailers leading strategy in their business today? This module teaches a systematic strategic approach to understanding, planning, leading & achieving success in the field of retailing. The module will cover 3 broad areas i.) business & retailing strategy, ii.) understanding today’s retailing environment iii.) answering the question ‘where will the growth come from?’ in the context of modern retailing. The course work draws heavily on practical examples & case-studies that reflect the day-to-day work of strategic management of retail.

About this Module

Learning Outcomes:

Upon completion students should be able to:
- Understand the retailing environment from business model options to digital disruption to Shoppers..
- Understand the strategic environment in today’s world of retailing.
- Be able to plan, lead and execute strategic retailing plans.
- Understand the environmental dynamics and key metrics of retailing in order to be able to directly & positively affect the growth of retail businesses in any industry.

Indicative Module Content:

Lecture Plan – 12 lecturers

1. Context; the retail landscape & understanding strategy
- Introductions
- The retailing landscape
- What is Strategy?

2. The OGSM, a model to help think, plan & lead strategically
- A practical view on business strategy
- Choice: the essence of strategy
- Leading Strategy in business organisations
- ASSESSMENT: write an OGSM for a retailer of your choice (10% of overall grade)

3. Positioning, Customer Value Propositions & Retail Business Models
- Customer Value Propositions
- Retailing Business Model Choices

4. Consumer Centricity & Data Strategy
- Consumer data powering personalisation
- CRM & Customer loyalty schemes

5. Differentiation strategies
- Branding in retail as an expression of brand positioning
- Merchandising – the retail fundamental

6. Receptivity & marketing in retail
- Focus on the shopper
- Retail as media & a key pillar of marketing plans

7. Consumer Decision Journeys
- The CDJ in retail
- Marketing automation is merging marketing and retail
- ASSESSMENT: create a CDJ for a retailer of your choice (10% of overall grade)

8. eComm & Omni channel
- eComm’s effect on retail business models
- How can retailers react to eComm

9. Measuring effectiveness – financial & marketing metrics
- eComm’s effect on retail business models
- How can retailers react to eComm?

10. Retail Strategies for a changing environment
- Sephora Direct Case Study

11. Home Delivery – the future of grocery retailing
- Ocado Case Study

12. Bringing it all tougher; recap & assessment preparation
- Feedback o in-module assessments
- Final assessment outline

Student Effort Hours:
Student Effort Type Hours
Lectures

36
Total

36

Approaches to Teaching and Learning:
Lectures will be delivered in 3 sections.
1. Pre-recorded video dealing with the topic of the lecture outlined in the course description above.
2. Reading and analysis of the prescribed reading for the lecture.
3. Live 'Zoom- session' where the content of the video & the reading will be discussed.

The Forum/ Discussion function on Brightspace will be used throughout the course of the module to facilitate further class discussion.

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 

Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade In Module Component Repeat Offered
Assignment: Take home questionnaire based on a case study of one particular retailer (likely to be Amazon but subject to change). Unspecified n/a Graded No

60

 No
Attendance: In-class (Zoom sessions) & Brightspace forum participation Unspecified n/a Graded No

20

 No
Project: Write an OGSM (strategy planning communication framework) for a retailer of your choice Unspecified n/a Graded No

10

 No
Project: Create a Consumer Decision Journey (CDJ) for a retailer of your choice Unspecified n/a Graded No

10

 No

Carry forward of passed components
No
 

Resit In Terminal Exam
Summer No
Please see Student Jargon Buster for more information about remediation types and timing. 

Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

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