Retail Sales Management - CB717

Location Term Level Credits (ECTS) Current Convenor 2019-20
(version 2)
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5 15 (7.5) MRS D Kemp


CB371 Marketing Principles





This module explores the ever-changing trends of retailers both in the UK and globally. It will explore the dynamics of multi-channel retailing following the development of on-line retailing. It will also consider the store design and visual merchandising techniques that influence the characteristics of the retail brand and environment, which encourage a satisfying retail experience. The learner will understand how to analyse and interpret how the location of products in line with store purchasing and marketing policies influences sales and profit. The complexities of store management will further be explored.

The key elements of the curriculum are as follows:

1. The dynamics of retail management and the macro environment
2. Retail theories and strategic approaches
3. Store formats
4. Store location and international factors
5. E-Retail
6. Store design and visual merchandising
7. Store operational management
8. Customer service and the customer experience
9. Commercial management and selling skills
10. Case Studies of Food and Fashion retailing


This module appears in:

Contact hours

The module employs two different modes in its approach to teaching and learning: lectures and seminars. The objective of the former is to introduce formally the conceptual and theoretical component of the course. Seminars are designed to encourage active learning and peer-based methods of learning. In both lectures and seminars time is also given for comment and questions.

  • Lectures: 11 hours
  • Seminars: 10 hours
  • Preparation: 70 hours
  • Independent Study: 59 hours

  • Total hours: 150

    Method of assessment

    Group Presentation 40%
    Individual essay (2,000 words) 60%

    Indicative reading

    Core textbook:
    Varley, R. and Rafiq, M. (2014) Principles of Retail Management. 2nd ed. London: Macmillan

    Further reading:
    Berman, B and Evans, J.R. (2013) Retail Management: A Strategic Approach. 11th ed. London: Prentice Hall
    Goworek, H. and McGoldrick, P. (2015) Retail Marketing, Principles and Practice. Harlow: Pearson
    Varley, R. (2005) Retail Product Management: Buying and Merchandising. 2nd ed. London: Routledge

    Bucklin, Louis P. (1999), Assortment Planning, Journal of Retailing: Vol. 75. No.3
    Retail Week
    Other retail and trade magazines related to the topics to be studied

    See the library reading list for this module (Medway)

    Learning outcomes

    Understand the theories of retail change and the development of multi-channel and global retailing strategies

    Critically assess current trends and developments in visual merchandising technique and product placement
    Critically evaluate the role of store and website design and how this contributes to corporate image

    Understand customer service management techniques and analyse the impact of different strategies

    Critically assess the other complexities of store management to create a shopping experience that maximises customer satisfaction in relation to space, staff, stock and customers

    Develop and apply selling skills

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