Postgraduate taught 

Marketing MSc/PgDip/PgCert: Online distance learning

Retail Marketing MGT5417

  • Academic Session: 2023-24
  • School: Adam Smith Business School
  • Credits: 10
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Summer
  • Available to Visiting Students: No
  • Taught Wholly by Distance Learning: Yes

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.


This is an online course of 10 credits. This requires 100 hours of student-centred learning. Unlike a face to face course, online learning can be divided into directed and guided learning, rather than contact and non-contact hours. What is described as a lecture is, in fact, a series of teacher led activities (TLA) or directed teaching, such as direction to reading, video, audio, case studies or other resources. Synchronous online events which allow student-led exploration of a specified topic. This course combines TLAs (lectures in this form) with seminars focusing on a work-based group project, supported by a guest speaker and a project to create a video presentation.

Requirements of Entry

Please refer to the Postgraduate Prospectus for further details:

Excluded Courses





ILO being assessed

Course Aims

The course aims to:


■ Explore the environment of retail marketing, familiarising students with the complex and changing nature of the discipline

■ Provide students with an in-depth understanding of retail power and the challenges of managing supply chains

■ Explore the relationship of retailing to other marketing and business functions

■ Develop retail marketing skills and an understanding of the challenges in this area

■ Develop group work and communication skills

Intended Learning Outcomes of Course

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

1. Evaluate the practice of the retail marketing and its underlying theories to drive strategic marketing decisions.

2. Evaluate appropriate frameworks for identifying retail dependent strategic market opportunities and threats.

3. 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.

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

5. Identify and evaluate future trends in retailing.

6. Apply high quality oral and written presentation skills by reporting retail management analysis in written form and by presentation as a group.

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.