Omnichannel Retail (MKTG90001)
Graduate courseworkPoints: 12.5Online
Please refer to the return to campus page for more information on these delivery modes and students who can enrol in each mode based on their location.
Overview
| Availability | Semester 1 - Online |
|---|---|
| Fees | Look up fees |
Retailing is fundamental to marketing and selling products and services. Retailing is all around us and contemporary retail is omnichannel—the seamless integration of digital and physical stores where products and services are exchanged, and experiences are delivered, to create value for the retailer and the customer. Omnichannel Retail examines the strategic issues relating to retailing management and the frontiers of retail innovation. Topics covered include developing retail strategy in highly competitive environments, experiential retailing, omnichannel retailing (online and offline), managing customer and supplier relationships, merchandise and range management, retail branding and flagship stores, big data in retail, and responsible retailing. Omnichannel retail integrates retailing theory with practical case studies and current examples in the world of retail.
Intended learning outcomes
This subject provides an introduction to the fundamental concepts and principles of retail management. For managers, this involves examining both strategic and tactical issues in retailing in order to build supplier and customer relationships and strong retail brands as a means of enhancing competitive advantage.
On successful completion of this subject, students should be able to:
- Appreciate the importance of retailing and distribution for implementing marketing strategies and building customer based brand equity and shareholder value;
- Understand retail and distribution management principles, theories and models;
- Analyse retail and distribution based problems and be capable of applying relevant models/theories to generate appropriate strategic and tactical solutions;
- Apply concepts and principles of relationship management to enhance relationship effectiveness with retailers and distributors;
- Examine critical issues associated with creating exciting in-store environments that enhance customer experiences and reinforce brand position;
- Understand how retail managers can make informed strategic choices in relation to managing channel partners including channel conflict, retail form (online vs. bricks and mortar), global sourcing, and managing staff and customers across cultures to improve strategic outcomes;
- Manage the retail marketing mix including product and merchandise mix, pricing, location and store-design, and promotions (including sales staff) to improve customer satisfaction and financial growth.
Generic skills
On successful completion of this subject, students should have improved the following generic skills:
- Interpretative and analytical skills, which will be fostered through the application of retailing and distribution theories/models to case studies and oral/written assignments;
- Oral and written communication skills, which will be improved through weekly class discussions and written assignments;
- Collaborative learning, teamwork and presentation skills, which will be developed through the use of groups in the anaysis of case studies, written assignments and group presentations.
Last updated: 9 April 2024
Eligibility and requirements
Prerequisites
None
Corequisites
None
Non-allowed subjects
None
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 9 April 2024
Assessment
| Description | Timing | Percentage |
|---|---|---|
Individual assignment
| From Week 5 to Week 7 | 10% |
Group assignment (report and A/V presentation) (normally 4-5 students per group)
| From Week 10 to Week 12 | 30% |
In-class case study work
| Throughout the teaching period | 10% |
End of semester exam
| During the examination period | 50% |
Additional details
Important online examination information: This examination is the equivalent of a 2-hour assessment; however, the exam will be conducted as a 3 day take home assessment.
Last updated: 9 April 2024
Dates & times
- Semester 1 - Online
Principal coordinator Michal Carrington Mode of delivery Online Contact hours 36 hours (1.5hr lecture plus 1.5hr workshop each week) Total time commitment 170 hours Teaching period 1 March 2021 to 30 May 2021 Last self-enrol date 12 March 2021 Census date 31 March 2021 Last date to withdraw without fail 7 May 2021 Assessment period ends 25 June 2021 Semester 1 contact information
Time commitment details
Estimated total time commitment of 170 hours per semester
Last updated: 9 April 2024
Further information
- Texts
- Related Handbook entries
- Available through the Community Access Program
About the Community Access Program (CAP)
This subject is available through the Community Access Program (also called Single Subject Studies) which allows you to enrol in single subjects offered by the University of Melbourne, without the commitment required to complete a whole degree.
Please note Single Subject Studies via Community Access Program is not available to student visa holders or applicants
Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.
- Available to Study Abroad and/or Study Exchange Students
Last updated: 9 April 2024