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MN52133: Shopper marketing

[Page last updated: 15 August 2024]

Academic Year: 2024/25
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 2
Assessment Summary: CWRI 100%
Assessment Detail:
  • Shopper marketing report (CWRI 100% - Qualifying Mark: 40)
Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Requisites:
Learning Outcomes: By the end of the unit, you will have/be able to:
  • An in depth understanding of shopper decision-making
  • Learnt how to place various products in the store to optimise the inspiration and sales of the store
  • A good understanding of how various types of store layouts and sensory marketing function to shape the store atmospherics
  • Experiment with different retail solutions to adapt them to the local market



Synopsis: Explore several of the hidden secrets in being a successful retailer in the store, regardless of channel. Through a mixture of applied teaching methods, You will learn why the store is such an efficient tool for influencing shopping behaviours, and how assortment planning and visual merchandising work. You will also explore various ways of optimising the store atmosphere using all senses, and you will develop an understanding of key campaign and pricing strategies.

Content: Throughout the unit we will iterate back and forth between textbook cases and your own experimentation in real stores. Both shopper decision-making as well as item organisation and store development will be studied both by drawing conclusions from previous research at the same time as the understanding will be based on self-reflection.

Course availability:

MN52133 is Compulsory on the following courses:

School of Management

Notes:

  • This unit catalogue is applicable for the 2024/25 academic year only. Students continuing their studies into 2025/26 and beyond should not assume that this unit will be available in future years in the format displayed here for 2024/25.
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