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Digital Retail (MKTG90045)

Graduate courseworkPoints: 12.5Not available in 2021

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Overview

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Today’s customers shop in an omni-channel world—from digital shopping on their laptop or mobile phone, through to physical shopping in stores such as pop-ups, hypermarkets, and vending machines. Effective marketing and retail managers harness the right combinations of retail channels to meet the needs of target customers across all of the digital and physical locations of their busy lives—to deliver the right product in the right location at the right time. This subject focuses on understanding and influencing how consumers navigate these digital forms of retail, and how digital forms of retail fuse and interact with more traditional physical stores—the omni-channel customer experience. Digital retail capabilities are developed within the overarching omni-channel retail ecosystem to create value for the customer and the retailer.

Intended learning outcomes

On completion of this subject, students should be able to:

  • Understand and apply digital retail principles, theories and models within the overarching omnichannel retail ecosystem
  • Navigate customer journeys across the omnichannel retail ecosystem (digital and physical) and influence these customer interactions, decisions and experiences at critical touchpoints points
  • Critically evaluate retail issues from multiple vantage points and with robust data to generate evidence-based strategic and tactical solutions
  • Manage the retail market mix to enhance customer experiences and reinforce brand position through online and mobile digital retail channels
  • Develop digital retail strategies that create value for the retailer and their customers

Generic skills

On successful completion of this degree students should have enhanced their skills in:

  • Critical evaluation of evidence in support of an argument or proposition
  • Problem solving in marketing through the application of appropriate marketing theories, principles and data;
  • Communication of marketing and commerce related ideas, theories and solutions to peers and the wider community
  • Ability to synthesize ideas, theories and data in developing solutions to marketing problems
  • Ethical practice through a knowledge of corporate governance processes and implementation
  • Research skills including the retrieval of information from a variety of sources
  • Demonstrate a capacity to successfully engage in collaborative activities such as group-based work and activities
  • Interpret and communicate research results to specialist and non-specialist audiences

Last updated: 9 April 2024