Multi-Channel Retail Marketing
University of Stirling
Area of Study
Taught In English
Recommended U.S. Semester Credits1
Recommended U.S. Quarter Units2
Hours & Credits
This module covers a wide range of operational issues, particularly the technological changes which have led to new forms of non-store shopping and the growing importance of eWOM and social media.
Students will gain a deeper understanding of the effect of these changes on the:
consumer search process in retail and the impact of factors such as risk, intangibility and perishability;
reorganisation of store networks and the related supply chains;
implications for the management of manufacturer and retailer brands;
impact of the type and location of management decisions and responsibilities.
The module will bring together a number of the current topics and trends in retailing and marketing to show how theory is expressed in the practices of modern retailers. It will also emphasise the problem that even radical change often has to take place within or alongside existing structures and thus show some of the compromises that managers have to make in trying to respond to changes in consumer behaviour.
Courses and course hours of instruction are subject to change.
Eligibility for courses may be subject to a placement exam and/or pre-requisites.
Some courses may require additional fees.
Please reference fall and spring course lists as not all courses are taught during both semesters.
Availability of courses is based on enrollment numbers. All students should seek pre-approval for alternate courses in the event of last minute class cancellations
Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.