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Instructor :

Dr. Mayo De Juan Vigaray

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Student Guide

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Retail MarketingCONTENTSGeneral information about the instructor1. General information about the instructor

2.

3

Course description and objectives

3.

4.

Learning methods

Areas of study

5.

6.

Indicative reading

Assesment

7.

8

Assignment 1: presentation

Assignment 2: written report

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8.

9.

Assignment 2: written report

Information needed for assignment 1 & 2

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10.

11.

Forms for the assignment 1 & 2

Assignment 3: participation in class & mini cases

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Retail Marketing

GENERAL INFORMATION ABOUT THE 1. GENERAL INFORMATION ABOUT THE INSTRUCTOR

Office Hours by appointment before of after class or by e-maily

Phone/fax 965 90 36 21; 965 90 34 00 (3167)

e-mail mayo@ua.es

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# 9 Marketing DepartmentOffice

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Juan

Vig # 9. Marketing Department.

Business Faculty. (Next to the Economic library). University of Alicante

Office

Ma University of Alicante

Retail Marketing

2. COURSE DESCRIPTION AND OBJECTIVES

Initial part

merchandising philosophyretail store image atmospherics and visual merchandising“ t il t i t” d Lif t l h di i

MERCHANDISING“retail-tainment” and Lifestyle merchandising

promotional process ti l th d RETAIL SALES

Second half promotional methods promotion objectivessales promotion tools

RETAIL SALES PROMOTION

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On completion

understand and apply promotion and merchandising theory to retail stores.

use promotional tools effectively when analysing consumer and retail markets.

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pof this unit you will be

able to:

produce an appropriate, effective and co-ordinated promotional and merchandising plan.

employ suitable techniques to evaluate all aspects of the promotional mix.

communicate effectively

Ma communicate effectively

produce reports and presentations of an appropriate graduate standard.

Retail Marketing

3. LEARNING METHODS

1. Conceptual framework by the instructor

2. Student centred activities

Group work 3 Case study analysis:

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Group work 3. y ywritten project & presentation in class

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Retail Marketing

4. AREAS OF STUDY

Store designStorefront or exteriorInterior design

Visual Store name and logoVisual Communications

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Range of interior signage: buying experience

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Promotion mix

Advertising

Sales promotionsP bli l ti

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Vig Promotion mix Public relations

Personal selling

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Retail Marketing

5. INDICATIVE READING

Dunne, P. Lusch, R. and Griffith, D.A. (2002) 4th edition “Retailing”Publisher: South-Western Thomson Learning

Le H and Weit B (1995) 2nd edition “Retailing Management”Levy, H. and Weitz, B. (1995) 2nd edition “Retailing Management”,Publisher: Irwin, Chicago.

Levy, H. and Weitz, B. (2001) 4th edition “Retailing Management”,P bli h I i B tPublisher: Irwin, Boston.

Masson, J.E and Wellhof, A. (1997) “Merchandising, rentabilidad ygestión del punto de venta” Ed. Deusto.

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Mounton, D., (2000) “Merchandising estratégico” Publisher: Gestion2000

Palomares R (2001) “Merchandising: Cómo Vender más en

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Establecimientos Comerciales” Ediciones Gestión 2000, Barcelona.

Salen, H. (1994) “Los secretos del merchandising activo” Diaz deSantos.

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Valencia, V. “Escaparatismo e imagen comercial exterior” ESIC 2000

Retail Marketing

6. ASSESMENT

Assignment 1: Store presentation in class (in group) 30%Store presentation in class (in group)

Assignment 2: Store report (in group) 40%

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Assignment 3: Participation in class and individual cases 30%

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7. ASSIGNMENT 1: PRESENTATION (I)

1. An oral presentation to your lecturer & classmates.

2. One side of word-processed notes for your presentation (OUTLINE) is necessary to be handed in on the PREVIOUS SESION (discussed in class) of your presentation. ( ) y p

3. A session time will be student led (presentations) = Depending on the number of the students in class

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4. Students will be organized in groups of 4 or 5. The name of the group will be in accordance with the store chosen.

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5. Each presentation should last between 20-25 minutes.

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7. ASSIGNMENT 1: PRESENTATION (II)

6. Using visuals and overheads or Power Point

7. There will be time available for questions from the rest of the group.

8. Students should sign up for their chosen store on the appropriate list in the first week of the course.

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pp op s s o ou s

9. Presentations order will be randomly assigned.

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7. ASSIGNMENT 1: PRESENTATION (III)

10. The content of the presentation should include:

INTRODUCTION ABOUT THE TYPE OF STORE CHOSEN1st

MERCHANDISING OF THE STORE CHOSEN2nd

i. Retail image of the store chosenii. Design of the store chosenes g o t e sto e c oseiii. Physical environment (exterior, general

interior, store layout, interior displays)iv. Customer service of the store chosen

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Include visuals; photos; brouchures; location maps, etc ….

Include visuals; photos; brouchures; location maps, etc ….

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SWOT analysis based on your observations.CONCLUSION(S)

4th

Include visuals; photos; brouchures; location maps, etc ….

Ma CONCLUSION(S)

RECOMMENDATION(S)

Retail Marketing

7. ASSIGNMENT 1: PRESENTATION (IV)

Feel free to involve the audience so as to make your presentation more interesting. i.e. displays, presentation more interesting. i.e. displays, clothing, smell, music and so on.

Presentation will be submitted in a CD or USB along with the report.

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N.B: In accordance with this outline failure to produce a presentation will result in no mark being

d d f thi i t St d t h d t

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8. ASSIGNMENT 2: WRITTEN REPORT (I)

1. A group written report to your lecturer.

2. 7.000-8.500 words plus appendix (scan photos, brochures …)

3 The content of the written report should include:3. The content of the written report should include:

INTRODUCTION ABOUT THE TYPE OF STORE CHOSEN1st

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MERCHANDISING OF THE STORE CHOSEN2nd

i. Retail image of the store chosenii. Design of the store choseniii Physical environment (exterior general

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interior, store layout, interior displays)iv. Customer service of the store chosen

Include visuals; photos; brouchures; location maps, etc ….

Ma Include visuals; photos; brouchures; location maps, etc ….

Retail Marketing

8. ASSIGNMENT 2: WRITTEN REPORT (II)

PROMOTIONAL STRATEGIES USED IN THE STORE 3rd

4 h

Include visuals; photos; brouchures; location maps, etc ….

SWOT analysis based on your observations.CONCLUSION(S) & RECOMMENDATION(S)

4th

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5th REFERENCES

6th APPENDIX - ACKNOWLEDGEMENTS

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8. ASSIGNMENT 2: WRITTEN REPORT (III)

References should be cited as following:

Books: Author publication date Title Edition Country Books: Author, publication date, Title, Edition, Country.

Journal articles: Autor, Title, Journal, issue or number, volume, pages, publication date.

Electronic references: Website/author <access to web site> [access date, month, year]

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Project will be submitted in paper format, as well CD di k tt l ith th CD/di k tt ith

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INFORMATION NEEDED FOR 9.

INFORMATION NEEDED FOR ASSIGNMENT 1 & 2 (I)

First Every group will decide in advance (and inform the lecturer during the first week of class) on a product g pcategory and a specific type of retailer for which they will go shopping (“secret shopping”, not necessary to buy) with their partners.

PRODUCT CATEGORYFor example… TYPE OF STORE Specific Store

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….. …. ….

….. …. ….

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INFORMATION NEEDED FOR 9.

INFORMATION NEEDED FOR ASSIGNMENT 1 & 2 (II)

Second The second part of the assignment entails a strategic communication plan for the store chosen. You will focus on “Merchandise Analysis” and “Sales Promotions”.

Third For the third part you will answer this question:

1. Is the image of the store in accordance with their

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gpromotional plans & advertising messages & merchandising.

2. Do you recommend any actions to improve the

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INFORMATION NEEDED FOR 9.

INFORMATION NEEDED FOR ASSIGNMENT 1 & 2 (III)

It is important that you spend enough time in the It is important that you spend enough time in the store to get the “feel of it” and capture the communications signs.

As an extra task:

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As an extra task:

It will possible to compare the store chosen in Spain, with the same store if it is located in your country, or

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10. FORMS FOR THE ASSIGNMENT 1 & 2

STORE CHOSEN

MERCHANDISING ANALYSIS

Merchandising QuestionsAtmospherics Evaluation GuideANALYSIS Atmospherics Evaluation Guide

ExteriorGeneral interiorStore layout

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Store layoutInteriorCustomer service

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PROMOTION

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Retail MarketingFORMS FOR THE ASSIGNMENT 1 & 2

STORE CHOSEN

STORE CHOSEN

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STORE CHOSENName of store. ie. Carrefour

Type of store: description ………..of the characteristics ………..

Location (Shopping centre, street, isolated) ………..

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Retail MarketingFORMS FOR THE ASSIGNMENT 1 & 2

MERCHANDISING ANALYSIS

MERCHANDISE ANALYSIS

Product category………..

Subcategories

……….. ……….. ………..

Brands/ Manufacturers……….. ……….. ………..

Price Range (Lowest Highest)

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Price Range (Lowest – Highest)

……….. ……….. ………..

Average Price

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……….. ……….. ………..

Depth/Assortment (styles, colours, features)

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……….. ……….. ………..

Retail MarketingFORMS FOR THE ASSIGNMENT 1 & 2

ATMOSPHERICS EVALUATION

GUIDE

Instructions:

Make the following observations about the store gcommunications tools concerning atmospherics in general, and, where appropriate, for the department where the product category selected is found.

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Retail MarketingFORMS FOR THE ASSIGNMENT 1 & 2

10.MERCHANDISING ANALYSIS

1 D it fl t th t 8 A fi t d f

You should answer questions as the following ones.

Do not only use a “yes”/“no” answer, but justify your opinion in the report.

1. Does it reflect the store purpose?

8. Are fixtures grouped for adjacent coordination?

2. Is it well maintained? 9. Is the merchandise display appropriately lit?appropriately lit?

3. Is signing appropriate? 10. Is it of the right size for the assortment presented?

4. Do they windows/visual displays tell a clear story?

11. Are the product categories clearly identified?

12 Are there good signs

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5. Is the merchandise current?12. Are there good signs

indicating the merchandise category location?

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imaginative? 13. Is the area “easy to shop”?

7 Is the space appropriately lit? 14 Is the light level good?Ma 7. Is the space appropriately lit? 14. Is the light level good?

Retail MarketingFORMS FOR THE ASSIGNMENT 1 & 2

10.MERCHANDISING ANALYSIS

21 Wh t did lik b t b t 15. Is the color appropriate? 21. What did you like best about this store?

16. Is the music appropriate for 22 Wh t did lik l t?pp pthe merchandise? 22. What did you like least?

17. Is the music at a comfortable sound level? 23. Did a sales associate greet sound level? g

you?

18. What is the length of wait when checking out? 24. Were you offered assistance?

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when checking out?

19. What is the level of customer service?

25. If you asked for help, how long before you received assistance?

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20. Is the location convenient for shoppers?

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ASSIGNMENT 3: PARTICIPATION IN CLASS 11.

ASSIGNMENT 3: PARTICIPATION IN CLASS & MINI CASES

Participation in class and individual cases will be solved inclass. Instructor can decide “homework” for next session tohand it in.

Students are encouraged to participate in class, interactingwith the lecturer and when their classmates present.

PLEASE NOTEEXTENSIONS WILL BE GRANTED IN ACCORDANCE WITH THE

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EXTENSIONS WILL BE GRANTED IN ACCORDANCE WITH THELECTURER GUIDELINES. NON-ATTENDANCE AT A STUDENT´SOWN PRESENTATION WILL RESULT IN A FAILURE OF THATASSIGNMENT.

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STUDENTS WHO DO NOT HAND IN THEIR NOTES ON THEWEEK BEFORE THEIR PRESENTATION WILL LOSE 20% OFTHEIR MARK.

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