The University of Southampton
Courses

MANG6265 Retailing in the Digital Age

Module Overview

This module aims to investigate the evolution of retailing from consumer (B2C) e-commerce in the retail industry in the mid1990s to the complex, creative and swiftly evolving world of multi-channel retailing in the present day. It covers both the marketing challenges of multi-channel retailing and the practical considerations involved in implementing an online store.

Aims and Objectives

Module Aims

This module aims to investigate the evolution of retailing from consumer (B2C) e-commerce in the retail industry in the mid1990s to the complex, creative and swiftly evolving world of multi-channel retailing in the present day. It covers both the marketing challenges of multi-channel retailing and the practical considerations involved in implementing an online store.

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • Analyse the evolution of the ‘bricks and clicks’ and subsequent ‘multi-channel’ model and beyond that into contemporary mobile and tablet environments;
  • Evaluate the latest innovations in multichannel retailing;
  • Assess the practical implications of implementing an online store.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Manage time and tasks effectively in the context of individual study and collaborative activities;
  • Explain concepts clearly and critically apply these to marketing practice.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Evaluate various online retail strategies;
  • Analyse case studies.
  • Evaluate the opportunities and challenges of contemporary e-retailing;
  • Analyse the implications for retailers of changing customer behaviour.

Syllabus

The topics covered in the unit will include elements such as: • The Evolution of E-Commerce in the Retail Industry • Behind the Web Store: The Challenges of Infrastructure and Fulfilment • Constructing the Web Store • Consumer behaviour • The evolving role of mobile and social commerce

Learning and Teaching

Teaching and learning methods

The module will be delivered through a balance of lecture, tutorial and workshop environments incorporating the use of the University VLE and may include visiting speakers from related fields in industry

TypeHours
Independent Study126
Teaching24
Total study time150

Resources & Reading list

Strauss, J., and Frost, R. (2011). E-Marketing. 

Levy, M, and Barton, W. (2012). Retailing Management. 

Assessment

Formative

In-class activities

Summative

MethodPercentage contribution
Group Assignment  (5000 words) 50%
Individual assignment  (2000 words) 50%

Repeat

MethodPercentage contribution
Individual assignment  (2000 words) 100%

Referral

MethodPercentage contribution
Individual assignment  (2000 words) 100%
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