Multi-channel Retail Strategy


This module explores the various channels or ‘routes to market’ that link manufacturers with consumers, including ‘bricks and mortar’ retailing, online retailing and other direct marketing methods. It covers supply chain management and the key strategic elements of multichannel retailing management including consumer behaviour, segmentation & store positioning, and the retail marketing mix. Key contemporary issues such as sustainability and the growing integration of technology based solutions to retailing problems are also examined.

Learning Outcomes

  1. Appraise the role of retailing in the supply chain that links manufacturers to consumers.

  2. Compare and contrast the major constituents of multichannel retailing: store-based retailing, electronic retailing, and mail order and other direct marketing methods.

  3. Critically assess the business & marketing strategies of retailers.

  4. Propose a best practice approach to sustainable retail operations.

  5. Illustrate and evaluate how retailers are using new technologies to add value for their customers.

  6. Work independently and as part of a team to complete tasks.

  7. Communicate ideas effectively through verbal and written media.

% Coursework 40%
% Final Exam 60%