MKT42470 Strategic Retail Leadership

Academic Year 2023/2024

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.

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Curricular information is subject to change

What will I learn?

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

How will I learn?

Student Effort Type	Hours
Lectures	36
Total	36

Am I eligible to take this module?

Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles

Not applicable to this module.

How will I be assessed?

Assessment Strategy

Description	Timing	Open Book Exam	Component Scale	Must Pass Component	% of Final Grade
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
Project: Create a Consumer Decision Journey (CDJ) for a retailer of your choice	Unspecified	n/a	Graded	No	10
Attendance: In-class (Zoom sessions) & Brightspace forum participation	Unspecified	n/a	Graded	No	20
Project: Write an OGSM (strategy planning communication framework) for a retailer of your choice	Unspecified	n/a	Graded	No	10

Carry forward of passed components
No

What happens if I fail?

Resit In	Terminal Exam
Summer	No

Assessment feedback

Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

When is this module offered?


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