MAR312

RETAIL MARKETING
Unit Guide

Trimester 3 2023- 2024

 MAR312 RETAIL MARKETING

TRIMESTER 3 2023-2024

About Retail Marketing (MAR312)

CONTACTS

Academic Instructor: Xuan-Doanh Nguyen-Le (Ms.)

Email: [email protected]
Unit Instructor
Industry Instructor: Tran Nhu Anh Dung (Mr.)
Email: [email protected]

Nguyen Truong An (Ms.)

Program Administrator Room B1.1102, Level 11, 279 Nguyen Tri Phuong, W5, D10, HCMC
Phone: (028) 3920 9999 - Ext: 305 Email: [email protected]

UNIT OVERVIEW

Retailing is the business activity of selling goods or services to the final users. Indeed, the power and
influence of big-box retailers now greatly exceeds many manufacturers. The key aim of this course is
to provide an appreciation and understanding of the functions and challenges inherent in the
management of retail organisations, including the management of a large assortment of
products/services, the complexities and risks of selecting new locations and managing a store
network, and managing a constant and direct interface with customers.

PRE-REQUISITES

MAR101 Principles of Marketing

MAR311 Business Research Methods

Assessment Information

UNIT LEARNING OUTCOMES

The table below outlines the unit learning outcomes (ULOs) for this unit. Upon completion of this
unit, students will be able to:

Demonstrate an understanding of the role of retailing activites in the market, and define the
1.
structure and key characteristics of the retail industry.

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Evaluate appropriate frameworks for the strategic planning and implementation of retail
2.
activities.
Demonstrate an understanding of the nature and range of management decisions taken in
3.
the management of the retail mix.

4. Demonstrate an understanding of retail trends & insights in the market.

5. Gain sufficient knowledge, skills and experience in conducting a retail project.

PROGRAM LEARNING OUTCOMES

In line with its focus on assuring students’ skills in unit learning outcomes 1-4 above, this unit is also
responsible for introducing/developing/assuring the following program-level learning outcomes
(PLOs):

Knowledge & Application

1. Solid understanding and competency of appropriate application of business discipline-
specific knowledge.
Communication
2. Competency in professional written and oral communication suited to multiple audiences
and contexts.
Teamwork
3.
Effective collaboration in teamwork or other tasks in organizational settings.

Critical thinking
4.
Critical thinking through appropriate observing, analysing and reasoning, etc.

Problem solving
5.
Effective and constructive problem solving.

Ethics
6. An ethical perspective, including an understanding of the ethical responsibilities of
organizations.
Cultural Diversity
A global mindset, including an understanding of the different business settings, the ability to
7.
identify foreign market potentials, to diagnose cross-cultural communication problems and
propose appropriate solutions.

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ASSESSMENT SUMMARY

In-
ASSESSMENT ITEM DUE DATE VALUE TYPE LEARNING OUTCOMES
charged
Assigned in
Academic
1 Topic Presentation the detailed 25% Group ULO1,2,3 PLO1,2,3,4,6
Mid- Instructor
schedule
term
(40%) Assigned in
Retail Insights Academic
2 the detailed 15% Group ULO4 PLO1,2,3,4,7
Discussion Instructor
schedule
Before Industry
3 Retail Project 30% Group ULO5 PLO1,2,3,4,5
Final session 15 Instructor
(60%) Academic
4 Final Exam TBA 30% Individual ULO1,2,3,4,5 PLO1,4,6,7
Instructor

Assessment 1 (A1): Topic presentation (25%)

Assignment type: Group Presentation.
Due: As assigned in the detailed schedule.
Detailed tasks:

 Submit slides via eLearning before the class.

 In-class presentation: 45-60 minutes of presentation and 20-30 minutes of Q&A.
Topic and presentation time for each group is assigned at the beginning of the course as in the table
SCHEDULE OF ACTIVITIES. Required contents are basically to answer important questions for the
assigned topics.

Assessment 2 (A2): Retail Insights Discussion (15%)

Assignment type: Group Discussion.
Due: As assigned in the detailed schedule.
Detailed tasks:

 Submit slides via eLearning before the class.

 In-class discussion: 60 minutes of discussion.
This assessment addresses current major trends, opportunities, and challenges in the retail industry
from the viewpoints of both academics and practitioners. Discussion questions will be assigned to
groups by the Academic Instructor in the first session.

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Assessment 3 (A3): Retail Project (30%)
Assignment type: Group Project.
Due: Before Session 15.
Detailed tasks:

 Submit slides via eLearning before Session 15.

 In-class presentation: Each group has 15 minutes of presentation and 5-10 minutes of Q&A.
This assessment gives you a wider spectrum of insights about the world of retailing and allows you
to apply retail marketing theories to:
1. Design most of the elements of your own retail firm (option 1) OR,
2. Rebuild most of the elements of an existing retailer (option 2);
including the name, target market, location, merchandising strategy, pricing, store design,
promotion, and so on.

 Suggested content of Retail Project Report

Project Title
Table of Content
1. Executive Summary (10%)
This is not the introduction, but a comprehensive one-slide summary of the whole report/
presentation including the objective, strategy and expected results/ ROI.
2. Market/ Industry Overview (10%)
a. Competitive landscape
b. Market size/ trends/ growth
3. Retailer Overview (10%)
a. Introduction (business descriptions including type of retailers, geography penetration…)
b. Vision/ Mission/ Core values (if any)
c. Performance
d. STDP
4. SWOT analysis (20%)
a. Strength/ Weakness of the Retailers: Location, Finance, People, Brand reputation etc.
b. Opportunity/ Threat from macro economy, market, competitors, trends…
All are foundations to justify for the selected Retailer strategy (es)
5. Retail Strategy (40%)
a. Retail Strategy
b. Business Objectives (SMART)
c. Retail Mix:
i. Location strategy
ii. Merchandise strategy
iii. Pricing strategy
iv. Store design & Layout
6. Conclusion & Suggestion (10%)

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7. References
8. Appendix
 Grading
1. Quality and Structure of the Presentation Content: 60% (as mentioned above at the Suggested
content of Retail Project Report).
2. Presentation skill: 30%
3. Innovation: 10%
The presentation skill is evaluated based on the the subsequent items/ instructions:
+ Data visualization (20%)
a. Simplification
b. Data demonstration, not decoration
c. 5 seconds to understand the slide
d. Chart/ color used
+ Insights (20%)
e. Data sources - timing vs. author (reliability)
f. Converting data to Insights
+ Impact (40%)
g. Story telling
h. Quantify size of prize: P&L, investment etc.
i. Solutions quality vs. clear actions/ implementation (What, Who, When)
+ Time management (10%)
+ Q&A (10%)
 Reminders
1. Only show key insights/ data in the presentation. Reference should be in the Appendix (hidden).
2. All charts/ data with sources of data

Assessment 4 (A4): Final exam (30%)

Assignment type: Individual, closed-book exam.
Due: During the Formal Examination Period.
Length: 65 minutes.
This final exam consists of 60 multiple-choice questions. The questions will cover all content,
including the textbook, topic presentations, in-class discussions, and the lecturer's knowledge
expansion v.v... from all the topics that have been discussed.

NOTE:
- Final marks and grades are subject to confirmation by the School Assessment Committees
which may scale, modify or otherwise amend the marks and grades for the unit, as may be
required by University policies.
- To successfully complete this unit, students must:
 Achieve a minimum of 50 marks;
 Complete all assessment items; and

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 Attend 80 percent of class time. See attendance requirements in the section of class
policies and rules below.
- For more details, please check the materials posted in the E-learning course of Business
Research methods and/or contact the facilitator.

Teaching Activities
LEARNING RESOURCES

Textbook Levy & Grewal (2023). Retailing Management, 11th ed., McGraw Hill.

E-library - Link: https://smartlib.ueh.edu.vn/

- Using your ISB student email to access the UEH Library.
- Contact UEH Smart Library via email [email protected] or (028) 3856.1249-
Ext.102

E-learning https://e-learning.isb.edu.vn/login/index.php
Students are required to visit E-learning for important details.

Public source https://scholar.google.com/

Academic Journal of Retailing

Journals
Journal of Retailing & Consumer Services
International Journal of Retail & Distribution Management
Journal of the Academy of Marketing Science
Journal of Marketing

SCHEDULE OF ACTIVITIES

SS Topic Materials Activities In-charge

Course structure & Assessment guidelines Academic

01 Introduction to Retailing Chap 1
Lecture Instructor

A1_Topic 1 (G1) Academic

02 Types of Retailers Chap 2
A2_Discussion 1 (G5,G6) Instructor

A1_Topic 2 (G2) Academic

03 Digital Retailing Chap 3
Lecture Instructor

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SS Topic Materials Activities In-charge

A1_Topic 3 (G3) Academic

04 Multichannel & Omnichannel Retailing Chap 4
Lecture Instructor

Lecture Industry
05 Retail Market Strategy Chap 6
A3_Retail Project Coaching Instructor

A1_Topic 4 (G4) Academic

06 Retail Location Chap 8,9
A2_ Discussion 2 (G7,G8) Instructor

A1_Topic 5 (G5) Academic

07 Mechandise Planning Process Chap 12
Lecture Instructor

A1_Topic 6 (G6) Academic

08 Buying Merchandise Chap 13
Lecture Instructor

A1_Topic 7 (G7) Academic

09 Retail Pricing Chap 14
A2_Discussion 3 (G1,G2) Instructor

Lecture Industry
10 Information System & SCM Chap 10
A3_Retail Project Coaching Instructor

A1_Topic 8 (G8) Academic

11 Retail Communication Mix Chap 15
A2_Discussion 4 (G3,G4) Instructor

A1_Bonus topic (Volunteering) Academic

12 Store Design & Display Chap 17
Lecture Instructor

Chap Lecture Industry

13 CRM & Customer Service
11,18 A3_Retail Project Coaching Instructor

Sharing from Guest Speaker Academic

14 Retailing Workshop
A4_Final Exam Review Instructor

Industry
15 Retail Project Presentation A3_Project Presentation & Evaluation
Instructor

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General Information & Policy

Referencing
Plagiarism
Student assignments are to contain original content created by the students. Assignments will be
rejected if they include plagiarised content or contain excessive amounts of quoted/cited material
and minimal original content. Students will receive a grade of ZERO (0%) for any assignments rejected
for this reason. Written assignments WILL BE checked by the lecturer with Turnitin.com, an online
plagiarism-checking tool.
Sources
Furthermore, your reference to support your statements must be from a reliable source, such as
textbooks, additional reading materials, and reference books. However, many websites are not
reliable sources. Examples are Wikipedia.org, about.com, and ask.com. If you are not sure if a
reference is acceptable or not, please contact the lecturer.
Referencing & Citation
The Vancouver style will serve as the primary reference materials for all students. Therefore, all
papers must be submitted in Vancouver format. The mechanics of student papers and work will be
evaluated, as well as the content. It is imperative that guidelines be reviewed before an assignment
is begun. It is also important that the required submission format be followed in compiling the final
paper or assignment.

Submission
Assignment cover sheet
 All assignments are required to be submitted with an Assignment Cover Sheet.
 Group assignments are to be submitted with a Group Assignment Cover Sheet as well as a Peer
Evaluation Form depending on the request of unit instructor.
Non-contributing team members can sometimes be an issue with group-work structured
assessment. Individual student group work scores may be adjusted as a result of peer dissatisfaction
with a particular student’s contribution to group work assignments, as reflected in submissions of
the evaluation form.
Note:
 Assignment cover sheets and the evaluation form can be located on MyISB system
 Students are advised to keep a copy of all assignments submitted for marking.

Submission style
Assignments are expected to achieve a professional standard:
 Be typed, one and a half spaced, on A4 paper

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 Use a simple clear format, suitable for a report to senior management in a commercial
organisation.

Submission method
Soft copy: submitted electronically via E-learning system by 11:55 AM on the due date (Suggested
title: Student name_Unitname_Name of Assignment).
Hard copy: submitted to ISB Submission Box at the Reception Area (17 Pham Ngoc Thach) by the due
date.

Late assignment and make-up policy

No late assignments will be accepted unless prior authorization granted by the Academic
Department based on a Special Consideration Application for assessment task extension.
Students must complete all assessments on the assigned dates including quizzes, mid-term test, and
final exam. If there are extenuating or unforeseen circumstances, students must follow the school’s
policies and procedures accordingly.

Attendance
Students are required to attend a minimum of 80% of all classes (which normally 16/20 sessions).
Other cases equating to an absence:
 Arriving to class late by 15 minutes at the beginning,
 Arriving late by 5 minutes after the break
 Leaving prior to the scheduled end time without the permission of the lecturer
If you are unable to attend any session, please let your lecturer know AND submit a request for
absence form to program administrator prior to the session.

 IMPORTANT: Students will not be allowed to sit in the final examination if violating the above
absence rule.

Electronic device use

 Cell phones will be turned off or switched to vibrate mode before class starts.
 No phone calls or text messaging are allowed inside classroom during class time.
 Portable listening and/or music devices may not be operated in the classroom.
 Headphones and/or ear buds of any type may not be worn while in the classroom whether
operating or not.
 Laptop and other electronic devices are not permitted unless specifically authorised by the
lecturer exclusively for note taking and doing class work.

 IMPORTANT: If you are in violation of these policies you will be excused from class and an
absence will be assessed.

Email etiquette

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Your lecturers receive many emails each day. In order to enable them to respond to your emails
appropriately and in a timely fashion, students are asked to follow basic requirements of professional
communication.
Your emails should:
 Have a concise and descriptive title, including the class and name of the unit you are
enquiring about
 Be clear about the intention of their emails
 Use appropriate tone and language, proof-read what is written in the email before sending
it.
Students should also allow 3-4 working days for a response before following up. If the matter is
legitimately urgent, you may indicate “URGENT” in the email subject header.
Make an appointment: If your email request is complex and requires a lengthy response it may be
probably best to make an appointment with your lecturer/instructor to meet in person.

Student behaviour guidelines

Everyone must behave professionally. Students are expected to demonstrate respect for teacher and
fellow students at all times. Behaviour that is disruptive to a positive learning environment reported
to the teacher will result in a warning on the first instance; the second instance might result in a
failing grade along with expulsion from the school.
Unacceptable behaviors can be:
 Cheating on an exam
 Collaborating with others on work to be presented, if contrary to the stated rules of the
course
 Submitting, if contrary to the rules of the course, work previously submitted in another
course
 Knowingly and intentionally assisting another student in any of the above actions, including
assistance in an arrangement whereby work, classroom performance, examination, or other
activity is submitted or performed by a person other than the student under whose name
the work is submitted or performed
 Plagiarising

 IMPORTANT:
 First violation will result in a grade ZERO (0%) for that assignment.
 Second violation will result in a failing course grade.

Disability support services

Students with disabilities are advised that accommodations and services are available at UEH-ISB. It
is the student's responsibility to contact UEH-ISB office and submit appropriate documentation prior
to receiving such services.

Additional information

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This unit guide may be revised at the discretion of the Academic Department with approval from
Program Academic Director and School Academic Committee where appropriate.

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