Retail Marketing

Griffith University

Course Description

  • Course Name

    Retail Marketing

  • Host University

    Griffith University

  • Location

    Gold Coast, Australia

  • Area of Study

    Marketing, Merchandising

  • Language Level

    Taught In English

  • Prerequisites

    Assumed Background:
    1003MKT Introduction to Marketing is recommended as prior study, to develop a foundation prior to undertaking 2036MKT Retail Marketing. Students who do not have this background should be prepared to undertake additional reading as needed. Academic staff can give guidance in this regard.

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credit Points

  • Recommended U.S. Semester Credits
    3 - 4
  • Recommended U.S. Quarter Units
    4 - 6
  • Overview

    Course Description
    Retail marketing is an exciting area of contemporary business. This course emphasizes attracting customers to a diversity of retail forms, and the elements which facilitate informed consumer choice. It is critical for all businesses (including manufacturers and wholesalers) to understand and utilise retail marketing theory to sustain retail brands. Through this approach you will develop strong foundations in specific aspects of retail marketing such as creating customer loyalty through visual merchandising, store design, price promotions, and merchandise assortment. You apply retail marketing theory to relevant and practical retail issues with these experiences providing you with a skill set essential to your business career. This course is normally offered at Gold Coast and Nathan in Semester 1 -- alternating NIGHT and DAY
    Course Introduction
    Retail marketing involves the effective use of retailing theory to attract customers to a diversity of retail outlets through the development of the ?retail mix? thereby facilitating informed consumer choice. This course is therefore critical for you as part of your development of a career in retailing and the broader area of marketing. In this course you will examine retail marketing in the context of the dynamic changes occurring in all parts of the supply chain (distribution), and in the broader macro-environment in order to develop and sustain retail brand performance. You will develop a strong foundation of knowledge in retail marketing through development of the ?retail mix?, including achieving customer loyalty; visual merchandising; aspects of store design; price promotions; and, merchandise assortment, with strong emphasis placed on applying retailing theory to practical situations.
    Course Aims
    Retail Marketing is a second year elective course in the Marketing Major of the Bachelor of Business. It is designed to help you develop foundation level retail branding skills and knowledge within the marketing paradigm. Upon successful completion of this course you will have developed an understanding of retail branding principles and activities required to innovate and sustain retail organisations in complex contemporary business environments. Therefore, you will be equipped with specific retail branding skills and generic student attributes (professional & communication skills; analytic skills; global perspectives) enhancing your profile for workforce integration.
    Learning Outcomes
    After successfully completing this course you should be able to:
    1 Demonstrate that you understand the relative complexities of retail environments in which contemporary retail marketers operate.
    2 Demonstrate an advanced level of knowledge related to the concepts and practices underlying sustainable retailing.
    3 Demonstrate a rudimentary understanding and skills in observation research, problem solving, decision-making, conceptual and critical analysis in a contemporary retail marketing context, both orally and in writing.
    4 Develop and propose strategies to improve retail marketing in a range of organisations.

    Assessment Task


    Assignment - Research-based Assignment
    Item 1: Retail Marketing Individual Report


    Assignment - Research-based Assignment
    Item 2: Current Issues Report & Presentation


    Exam - constructed response
    Item 3: Final Examination


Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.