MKT46040 Retail: Winning in Digital Era

Academic Year 2023/2024

E-commerce is experiencing unprecedented growth. For instance, a recent report by Adobe indicated that global e-commerce sales amounted to $876 billion in the first quarter of 2021, an increase of 38% over the last year. Several factors have collectively contributed towards the success of digital retail, from advancements in internet and technology including recent boom in cloud computing and social networking, to societal impetus such as changing consumer attitudes and the recent societal shift due to Covid-19. This course will focus on how marketers can create value for their consumers by leveraging digitalization. This module will introduce students to the different types of tools and resources that are available for digitalizing businesses today. Students will also learn how to adapt marketing and advertising techniques to the digital world, while exploring the importance of data in digital retail. Building on theoretical concepts and real-world case studies, students will develop a skillset that will enable them to digitalize existing brick and mortar businesses and envision new e-commerce businesses.

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Curricular information is subject to change

What will I learn?

Learning Outcomes:

Learning Outcomes:
• Understand the different types of digital formats, platforms and tools that are available to businesses today.
• Gain a deep understanding of the processes, technologies and mechanisms that are involved in digitalizing businesses.
• Understand the importance as well as practical implications of omnichannel retail formats.
• Be able to successfully employ marketing and advertising techniques in the digital landscape.
• Learn to leverage retail data available to digital business, in order to formulate business insights.
• Gain an understanding of “newer” formats (such as peer-to-peer markets and sharing economy) of digital retailing.
• Become acquainted with current and future trends in digital retail.

Indicative Module Content:

1. Digital Retail: Introduction, definitions, concepts, and types of e-commerce
2. Business & Revenue Models
3. Building an online presence
4. Marketing and advertising in digital retail
5. The power of data (SEO, Analytics, etc.)
6. Social, mobile, and local marketing
7. Pricing in digital media
8. Omnichannel retail management
9. Innovative digital commerce models: Sharing Economy and P2P Commerce; Subscriptions: from meal kits to cosmetics
10. Impact of Covid-19 on digital retail
11. Current and future trends in digital retail

How will I learn?

Student Effort Type	Hours
Lectures	30
Specified Learning Activities	100
Autonomous Student Learning	100
Total	230

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
Group Project: Develop and implement digital retail strategies to attract and convert consumers for a business.	Throughout the Trimester	n/a	Graded	No	40
Continuous Assessment: Individual cases	Throughout the Trimester	n/a	Graded	No	40
Continuous Assessment: In-class participation	Throughout the Trimester	n/a	Graded	No	20

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?


Spring
Lecture	Offering 1	Week(s) - 20, 21, 23, 24, 25, 26, 29, 31, 32, 33	Mon 11:00 - 13:50