VHL 3552 Retail I: Competitive Advantages, the Experience of Location and Merchandise Assortments
APPLIES TO ACADEMIC YEAR 2012/2013
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VHL 3552 Retail I: Competitive Advantages, the Experience of Location and Merchandise Assortments Responsible for the course Jan Ivar Fredriksen Department Department of Marketing Term According to study plan ECTS Credits 7,5 Language of instruction Norwegian Introduction Qualified managers are of great importance when correct pathways toward competitive advantages, attractive stores and optimal results are considered. This course will actualize multidisciplinary and analytical comprehension concerning actual tasks together with relevant empowerment. Retail 1 is the first of two courses in retailing. The focus is on competitive advantages and the experience of location and merchandise assortments. Retail 2 deals with store management, expansion strategies and store chain management. Learning outcome Acquired knowledge The student will acquire knowledge and obtain adequate insight concerning the following:
Acquired skills The acquired skills in the course primarily include the establishment of a retailer in a consumer market. The secondary the focus is on the maintenance of an existing retailer’s competitive position in his market. On completion of this course the students will be able to undertake relevant analysis, including:
Reflection The acquired reflections are identical for both retail 1 and retail 2 and include:
Prerequisites Basic courses in marketing and business economics. Compulsory reading Books: Fredriksen, Jan Ivar. 2010. Varehandelsledelse. Fagbokforlaget. Kapittel 1- 6 og 11 Levy, Michael, Barton A. Weitz. 2012. Retailing management. 8th ed. McGraw-Hill/Irwin. Kapittel 1- 15 Recommended reading Journals: Bransjetidsskrifter. Kjedemagasinet, Daglivarehandelen, Tekstilforum m.v. Course outline The retail industry Types of retailers, retail formats, retail chains and ownership Shopping based on experience Convenience retailing Multichannel retailing Specialized retailers Location types and formats The retail consumer The new customer Consumer behaviour focusing on buying and consumption in the retail industry Targets and types of customers in new retail formats Competitive advantages Market strategies Establishment and development of competitive advantages focusing format development, innovation and new concepts Establishment and development of competitive advantages based on strategic human relations management (HRM), customer relationship management (CRM), supply chain management (SCM), calculation and pricing strategies. Location and site selection Aspects of selecting different types of location and location formats City or town locations, shopping centres, formats and management principles Quantitative analysis regarding demography and market aspects The experience of merchandise assortments The selling assortments, width and depth of merchandise and services Retailers with compounded merchandise, profitability and adjustment matching the consumer’s mental categories Establishing and maintenance within merchandise assortments planning, buying systems and selection of vendors Space management Category management The customer’s price experience Market communications with focus on image development and increasing sales Computer-based tools No specified computer-based tools are required. Learning process and workload The teaching within the course is process based partly on classroom teaching, individual and group training and individual and group supervision. The course is both practical and theoretical, which means that most of the theoretical issues and tasks are discussed in a practical context. The discussions and training tasks are based on the students own selected companies from the retail industry. Coursework requirements During the course, the students will complete 2 training tasks with exact deadlines. It is recommended to work in groups of 2-4 students. Evaluation will be given to each group. The students will use the electronic tool “It’s learning” for sending in their papers.
Coursework requirements Completion of 1 out of 2 papers related to the training tasks. The coursework requirements must be approved for the student to be allowed to sit for the exam in the course. Examination An individual 5-hour written exam completes the course. Examination code(s) VHL 35521 – Written exam which accounts for 100% of the grade in VHL 3552, 7.5 credits. Examination support materials No aids permitted Re-sit examination A re-sit is held every semester Students who do not complete the coursework requirements are not allowed to sit for the exam. In such cases the student must retake the whole course. Students who do not pass the written exam or who wish to improve their grade can take re-sit for the exam in connection with the next examination in the course. . Additional information |
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