Postgraduate taught 

International Strategic Marketing MSc

Retail Marketing MGT5328

  • Academic Session: 2020-21
  • School: Adam Smith Business School
  • Credits: 10
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Semester 2
  • Available to Visiting Students: No
  • Available to Erasmus Students: No

Short Description

This course examines the marketing environment facing modern retailers, it explores the drivers behind industry change in developed economies and the aspects of marketing that present particularly complex challenges for retailers and management.


Teaching will be delivered through a series of lectures in semester 2. Sessions will last three hours and will be three times and week over two weeks of the electives. The teaching sessions will employ a variety of formats including lecture, workshop, case study teaching, videos and student led discussions.

Requirements of Entry

Please refer to the Postgraduate Prospectus for further details: 

Excluded Courses



This course is assessed through one piece of continuous assessment supported by a formative learning process: an individual report providing a critical analysis of the retail environment (3000 words).

Course Aims

This course provides students with an understanding and appreciation of retail operations and management. Focusing on the theory and its application to specific retail sector, this course aims to examine the role of marketing in the process of retail management and its relationship to other business functions. Students will develop knowledge and understanding of the evolution of retailing, the functions and economic importance of retailing and the rise of retail power. Whilst appreciating the complexity of retail channels and retail-specific business problems.


The course will include a range of topics that include but are not limited to the following:

■ The changing retail environment

■ Managing the retail supply chain

■ Managing retail operations

■ Planning for the future

Intended Learning Outcomes of Course

By the end of this course students will be able to:


■ Assess the nature and range of management decisions taken in the management of the retail marketing mix.

■ Evaluate appropriate frameworks for the strategic planning and implementation of retail activities.

■ Evaluate and apply consumer behaviour theory to the choice of stores and goods/services by consumers, and to the choice of suppliers and merchandise by retail buyers.

■ Critically reflect on the development and scope of retail marketing theory and practice.

■ Identify and evaluate future trends in retailing.

Minimum Requirement for Award of Credits

Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.