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The University of Southampton

MANG6265 Retailing in the Digital Age

Module Overview

The contemporary fast-changing technology environment presents challenges to practitioners in multi-channel retailing. This module provides a great balance between theoretical and practical work, and a critical appreciation of the elements of retailing in the digital era. You will be introduced to retail practices at a strategic level of the business, including the emerging changes in the retail industry, construction, supply chain and logistics of E-stores, and the role of mobile and social commerce. Consumer behavior is at the heart of the module, and emphasis is placed on the new opportunities for communication between retailers and consumers.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

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

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


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.

Independent Study126
Total study time150

Resources & Reading list

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

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



In-class activities


MethodPercentage contribution
Essay  (2000 words) 80%
Group Coursework  (5000 words) 20%


MethodPercentage contribution
Essay  (2000 words) 100%


MethodPercentage contribution
Coursework  (2000 words) 100%

Repeat Information

Repeat type: Internal & External


Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional reading text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at

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