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Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
T.LECLERCQ
Stakeholder(s)
MD.De JUAN VIGARAY
Présentation
Prerequisite
Students must have some marketing strategy knowledge such as principle of marketing.
Goal
At the end of the course, the student should be able to:
1. To help further students' understanding of, and interest in, retailing and retail decision making.
2. To enable students to become effective retail planners and decision-makers by focusing on change and successful anticipation of, and adaptation to, change.
3. To enable students to expand their awareness of retail careers opportunities.
4. To provide students with a modest understanding of what lies ahead for retailing.
5. Link theory to practice of retailing.
6. To get a better insight of what retailing is and how it fits within a brader environment.
*** AOL IESEG SCHOOL OF MANAGEMENT OBJECTIVES:
1.B Successfully collaborate within a intercultural team
4.A. Appraise the performance of a team
4.C. Convey powerful messages using contemporary presentation techniques
5.B Construct expert knowledge from cutting-edge information
1. To help further students' understanding of, and interest in, retailing and retail decision making.
2. To enable students to become effective retail planners and decision-makers by focusing on change and successful anticipation of, and adaptation to, change.
3. To enable students to expand their awareness of retail careers opportunities.
4. To provide students with a modest understanding of what lies ahead for retailing.
5. Link theory to practice of retailing.
6. To get a better insight of what retailing is and how it fits within a brader environment.
*** AOL IESEG SCHOOL OF MANAGEMENT OBJECTIVES:
1.B Successfully collaborate within a intercultural team
4.A. Appraise the performance of a team
4.C. Convey powerful messages using contemporary presentation techniques
5.B Construct expert knowledge from cutting-edge information
Presentation
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 and Site Locations
- Managing the store & merchandise: store layout, design and visual merchandising
- Customer service in retailing
- 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 and Site Locations
- Managing the store & merchandise: store layout, design and visual merchandising
- Customer service in retailing
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 6,00 | ||
| Cours magistral | 10,00 | ||
| Autoformation | |||
| Lecture du manuel de référence | 8,00 | ||
| Recherche | 8,00 | ||
| Travail personnel | |||
| Group Project | 10,00 | ||
| Individual Project | 4,00 | ||
| Charge de travail personnel indicative | 4,00 | ||
| Stage | |||
| Visites | 2,00 | ||
| Overall student workload | 52,00 | ||
Evaluation
Part 1: Class participation + Activities in class 50% (*)
(case studies; project presentation,..)
Part 2: Group Project. 50% (**)
THESE ARE THE PERCENTAGES FOR THE INTRANET WEB TO INTRODUCE THE MARKS
(*) Feed-back will be given in class after the presentations, exercises and cases will be analysed and discussed in class. Teacher will be in class before the class starts and after it finishes in order to give extra support to students that need it.
(**) Feed-back will be sent to students by email, when necessary
(case studies; project presentation,..)
Part 2: Group Project. 50% (**)
THESE ARE THE PERCENTAGES FOR THE INTRANET WEB TO INTRODUCE THE MARKS
(*) Feed-back will be given in class after the presentations, exercises and cases will be analysed and discussed in class. Teacher will be in class before the class starts and after it finishes in order to give extra support to students that need it.
(**) Feed-back will be sent to students by email, when necessary
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Contrôle continu | 0,00 | 0 | 50,00 |
| Autres | |||
| Projet Collectif | 0,00 | 0 | 50,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
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. New -
Dunne, P.M and Lush, R.F (2007) Retailing- Prentice Hall Thomson , 6th edition -
De-Juan-Vigaray, María D. (2004) Comercialización y Retailing: Distribución Comercial Aplicada, Pearson-Prentice-Hall, Editorial, Madrid-México. ISBN 978-84-205-4372-7; 398 pp.(in Spanish) -
Dunne, P.M and Lush, R.F (2007) Retailing- Prentice Hall Thomson , 6th edition -
De-Juan-Vigaray, María D. (2004) Comercialización y Retailing: Distribución Comercial Aplicada, Pearson-Prentice-Hall, Editorial, Madrid-México. ISBN 978-84-205-4372-7; 398 pp.(in Spanish) -