APPLIES TO ACADEMIC YEAR 2013/2014

NVH 3106 Retail Marketing

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 cource is a part of the retailing executive program. The retailing executive program are mainly targeted employees and business leaders in the retail and service industry.

Learning outcome
Acquired knowledge
The student will acquire basic knowledge concerning the store as a brand and the retail communication mix.

The student will acquire knowledge and obtain adequate insight into essential constructs and theoretical approaches in selling, self service technology and services concerning the following:

· Customer service
· Personal selling in retailing
· Handling complaints
· Store design and visual merchandising
· Customer relationship management
· Multi channel retailing
· Market analyses


Acquired skills
The student will be able to identify, analyze and implement simple actions in store concerning topics mentioned under acquired knowledge.

Reflection
The students will be encouraged to reflect 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.

Prerequisites
No previous knowledge is requested, but it is recommended as a follow up course on NVH 3103 Retail Organization. Experience from the retail industry is a benefit.

Compulsory reading
Books:
Framnes, Runar, Arve Pettersen og Hans Mathias Thjømøe. 2011. Markedsføringsledelse. 8. utg. Universitetsforlaget. ca 260 sider/kapitlene 2.3, 7, 8, 9.4-9.5 og 12.1-12.8
Fredriksen, Jan Ivar. 2010. Varehandelsledelse. Fagbokforlaget. ca 140 sider/kapitlene 1, 2, og 7-10

Recommended reading

Journals:
Bransjetidskrifter fra detaljistbransjene

Course outline
· The store as a brand
· The retail communication mix
· Customer service
· Personal selling
· Handling complaints
· Store design and visual merchandising
· Customer relationship management
· Multi channel retailing
· Market analysis

Computer-based tools
itslearning

Learning process and workload
The teaching within the course is process based partly on 36 ours with classroom teaching and group training. The participants are requested to relate training tasks to their own company.

Aktiviteter: Timebruk

Participation in lectures 36

Preparation before lectures 24

Training tasks and work in groups 40

Self study/reading literature/preparing for the exam 60

Miscellaneous 40

Total recommended use of hours 200


Examination
A term project accomplished individually or in groups until three persons and an three hour individual written examination concludes the course.

Examination code(s)
NVH 31061 - term project counts 40 %
NVH 31062 - three hour individual written examination counting 60 % concludes the course.

Examination support materials
No aids permitted

Re-sit examination
Re-sit is by next ordinarry examination arrangement. Re-sit in the term project has to be accomplished individually.

Additional information

Compleeted and graduated NVH 3106 Retail Marketing may be authorized in the Bachelor of Management-program by Norwegian Business School BI.