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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)MD.De JUAN VIGARAY
Intervenant(s)Mayo De Juan Vigaray

Pré requis

Students must have some marketing strategy knowledge

Objectifs du cours

At the end of the course, the student should be able to:
- Develop a descriptive knowledge of current retailing practices through lectures and experiential learning exercises.
- Understand and explain the factors that influence customers' perception of stores,
- Explain the reason why people shop, recognize motives that determine store patronage,
- Understand the basis of store location policy and use methods of assessment of market potential and site selection,
- Understand what are the drivers of store loyalty
- Understand how retailers design store atmosphere, store layout, to enhance customers shopping experience.
- Design a retail strategy (i.e. an overall plan or framework of actions that guides a retailer).

Contenu du cours

The retailer has to plan for and adapt to a complex and changing environment. Consumers' buying behaviour changes quickly, it is essential to understand their expectations to segment the market and to adapt retailer's positioning. The course will include the following sections:
- Introduction to the word of retailing
- Retail marketing strategy development. Segmentation and Positioning
- Consumer buying behaviour
- Store image, loyalty
- Customer relationship quality management
- Store location and assessment of market potential
- Merchandising: store layout, design and atmosphere

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class18,00   Students active participation will be necessary
Independent work
Reference manual 's readings2,00   Students will prepare mini-cases doing their own research
Independent study
Group Project10,00   Students will visit a store in order to work on their project
Estimated personal workload2,00  
Charge de travail globale de l'étudiant36,00  

Méthodes pédagogiques

  • Presentation
  • Visits/fields trips
  • Project work
  • Interactive class
  • Case study


Part 1: Class participation + Activities in class
(case studies; project presentation,..) 50%
Part 2: Group Project. 50%

Type de ContrôleDuréeNombrePondération
Group Project0,00050,00
Continuous assessment
Oral presentation0,00020,00
TOTAL     100,00


  • Retailing Management, Levy & Weitz, 8th Edition, McGraw Hill, 2012 -

  • Brick & Mortar. Shopping in the 21st Century (2008), Ed. Tina M. Lowrey. Ed. Lawrence Erlbaum Associates -

  • “Global Business Handbook: The Eight Dimensions of International Business”; Ed. Newlands, D. and Hooper, M. Chapter: “Retail Merchandising and Sales Promotions” 2008.Gower (Ashgate Gower Group), Londres.De Juan Vigaray, M.D. y Beyza Gültekin.289-306 978 0 -

  • Retailing- Prentice Hall Dunne P.M. and Lush R.F. Thomson , 6th edition, 2007 -

  • Noble S.M., Griffith D.A., Edjei M.T. (2006), “Drivers of local merchant loyalty: Understanding the influence of gender and shopping motives”, Journal of Retailing, 3, 177-188 -

  • Wu, C-S, Cheng F-F,D.C. Yen (2008), “ The atmospheric factors of online storefront environment design : an empirical experiment in Taiwan”, Information and Management, 45, 493-498. -

  • De Juan, M.D.; Demoulin, N. (2009) “Congruency of Music with Store Image: its Effect on In-Store Environment Evaluation, Satisfaction and Purchasing Behaviour”, 38th EMAC European Marketing Academy Conference, Marketing & The Core Disciplines: Rediscoveri -

  • Schröder H. and Zaharia S. (2008), “Linking multi-channel customer behavior with shopping motives: An empirical investigation of a German retailer”, Journal of Retailing and Consumer Services, 15, 452-468. -

Ressources internet

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