APPLIES TO ACADEMIC YEAR 2013/2014

ELE 3734 Retail Management

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
This course is mainly based on theories concerning marketing and economics. Topics will include store establishing, store organisation and store management.

Learning outcome
Acquired knowledge
Students will acquire knowledge of and obtain adequate insight into the following:

• The world of retailing, development and trends
• Consumer behaviour and market segmentation
• The retailer’s vision and mission
• Strategic analysis
• The customer’s assortment and price experience
• Location strategies
• The retail organisation and human resource management
• The importance of qualified and motivated employees
• Customer service and personal selling
• Store design and visual merchandising
• Financial key figures and calculation
• Analysis and actions among inventory shrinkage

• Ability to work out a strategic analyse including a real or a virtual retailer
• Ability to discuss alternative market strategies for the retailer
• Ability to include strategic and operational considerations in the planning and implementation of relevant store formats concerning:
  • Selection of format and market strategy
  • The assortment experience
  • The price experience
  • The selection and experience of the store’s location
• Ability to make strategic and operational considerations part of discussions concerning:
  • Organisation and human resource management
  • Relevant qualification and motivation among store employees
  • Programs in customer service and personal selling
• Manage a holistic strategic and operational approach concerning store design and visual merchandising
• Ability to implement strategic and operational analysis and actions among inventory shrinkage

• During and after the course the student will realise the importance of multidisciplinary knowledge and skills for practicing retailing.
• The students will be encouraged to reflection on the importance of analysis before and after implementation of the retailer’s strategies and concepts of management.
• The students will increase their focus on the importance of the relationships and interactions between human beings, merchandise and technology within the store, and furthermore, the development of harmony, mental balance and financial security for managers, employees and the retailer’s customers.

• The retail industry, type of retailers, market strategies, retail formats, owners and retail chains
• Consumer behaviour and market segmentation built on customer relationship management
• Market strategy and strategic analyses
• The assortment experience
• The price experience
• Retail location concerning the customers’ buying behaviour and fact-based management systems
• The retailer’s organisation and human resource management
• Qualification and motivation
• The retailer’s customer service
• Personal selling
• Store design and visual merchandising
• Financial key figures
• Inventory shrinkage analyses and actions