MN52079: E-commerce and omnichannel marketing
[Page last updated: 23 October 2023]
| Academic Year: | 2023/24 |
| Owning Department/School: | School of Management |
| Credits: | 5 [equivalent to 10 CATS credits] |
| Notional Study Hours: | 100 |
| Level: | Masters UG & PG (FHEQ level 7) |
| Period: |
- Semester 1
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| Assessment Summary: | CWRI 100% |
| Assessment Detail: |
- Report Individual (CWRI 100%)
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| Supplementary Assessment: |
- Like-for-like reassessment (where allowed by programme regulations)
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| Requisites: |
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| Learning Outcomes: |
- Evaluate and interpret information about a range of contemporary issues in retailing
- Demonstrate self-direction and creativity in tackling and solving problems
- Synthesise information from a wide variety of sources to communicate it in a compelling and concise way to relevant stakeholders
- Apply problem solving skills in a variety of contexts while considering various risk factors
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| Synopsis: | Study retailing from a digital and omnichannel perspective. You will explore digitally-native and traditional consumers, and the brands and retailers serving them. You will examine:
- how organisations conduct and manage retail operations using digital technologies
- approaches to digital transformation
- the benefits of digitalisation
- how digital disruptors work
- the effects of digitalisation on the supply chain
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| Content: | Indicative content for this unit:
- Traditional and digitally native consumer behaviour
- DNVBs (Digitally Native Vertical Brands)
- E-tail and omni-channel supply chains
- Omni-channelling
- Business model innovation
- Brand communications at (R)E-tail
- Brand experience at (R)E-tail
- Contemporary Performance Metrics
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| Course availability: |
MN52079 is Compulsory on the following courses:
School of Management
MN52079 is Optional on the following courses:
School of Management
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Notes: - This unit catalogue is applicable for the 2023/24 academic year only. Students continuing their studies into 2024/25 and beyond should not assume that this unit will be available in future years in the format displayed here for 2023/24.
- Courses and units are subject to change in accordance with normal University procedures.
- Availability of units will be subject to constraints such as staff availability, minimum and maximum group sizes, and timetabling factors as well as a student's ability to meet any pre-requisite rules.
- Find out more about these and other important University terms and conditions here.
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