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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)Maria Dolores DE JUAN VIGARAY

Pré requis

Students must have some marketing strategy knowledge such as principle of marketing

Objectifs du cours

This course is designed to assist students in understanding the main aspects of retail marketing.

It is an introduction to the field of retail marketing and extends the basic marketing knowledge to broader applicability in international marketplaces.

Students will be exposed to several key aspects of retail marketing including emerging issues, multi-channel and omni-channel retailing, factors that influence customers’ perception of stores, store atmosphere, store location strategies, managing merchandise assortment and in-store merchandising to enhance customer shopping.

At the conclusion of this course, students should understand the vital role of designing a retail strategy in the success of any retailing venture and hold a greater appreciation for a firm’s emphasis on maintaining strong customer relationships.

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 world of retailing,types of retailers, multi-channel and omni-channel retailing
- Retail marketing strategy development and retail segmentation and positioning
- Retail Site Locations
- Managing the store & merchandise: store layout, design and visual merchandising
- Customer service in retailing

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class6,00  
Independent work
Reference manual 's readings8,00  
Independent study
Group Project10,00  
Individual Project4,00  
Estimated personal workload4,00  
External teaching source
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Visits/fields trips
  • Case study


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

Part 2: Group Project. 50%

Type de ContrôleDuréeNombrePondération
Group Project0,00150,00
Written Report0,00120,00
Continuous assessment
Oral presentation0,20120,00
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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